A Comparative Analysis of Event Attendees' Spending Behaviors, Satisfaction, and Information Search Patterns By Event Types At a Midwestern College Town

Document Type

Article

Publication Date

1-1-2016

School

Marketing

Abstract

The purpose of this study is to compare differences on information search patterns, spending behaviors, and satisfaction levels among visitors attending three event types. The existing literature has by and large addressed visitor behaviors based on visitor characteristics. This study, however, takes an approach from the supply side and distinguishes visitor behaviors against three event types at the same destination. The study was conducted in a Midwestern college town where 536 usable surveys were collected through onsite interceptions. One-way ANOVA tests were employed to test the behavioral differences at three experience stages (preevents, during, and postevents). The ANOVA tests indicate that festival attendees relied heavily on past experiences and had the highest satisfaction level among all event attendees. Conference attendees tended to stay the longest and sporting event goers spent the most during the event. Implications and future directions of research are provided on this topic.

Publication Title

Event Management

Volume

20

Issue

1

First Page

3

Last Page

10

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