- Title
- Modelling the effects of group-travel motivations and destination image for major social-oriented events
- Creator
- Regan, Nicole; Rosenberger III, Philip J.; Carlson, Jamie
- Relation
- Academy of Marketing Conference 2012. Proceedings of the Academy of Marketing Conference 2012. Marketing: Catching the Technology Wave (Southampton, UK 02-05 July, 2012)
- Relation
- https://www.academyofmarketing.org/conference-2012/2012
- Publisher
- Academy of Marketing
- Resource Type
- conference paper
- Date
- 2012
- Description
- Large-scale, major social events, such as music festivals and international sporting events, are an important motivator of tourism activity and an increasingly significant component of destination marketing. Despite the growing consumption trend of group-oriented travel behaviour and the economic significance of large-scale, event-based tourism, a theoretical gap exists in understanding what drives consumers to attend these events, particularly in groups. A theoretically developed conceptual model is empirically tested using survey data from 170 Australian respondents planning to attend, and travel in a group, to a major social event. The findings revealed that (a) group-oriented event travel intentions is largely determined by affective destination image and indirectly by cognitive destination image, (b) affective destination image is determined by cognitive destination image and travel motivations (configured as a type II multidimensional model), and (c) group-oriented event travel motivations are influenced by culture and curiosity, followed by excitement, escapism and socialisation. The study adds new insights into an emerging body of literature on event-based travel consumer behaviour. Managerial implications and recommendations for future research are also presented.
- Subject
- destination marketing; group travel; travel intentions
- Identifier
- http://hdl.handle.net/1959.13/1058362
- Identifier
- uon:16394
- Identifier
- ISBN:9780854329472
- Language
- eng
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