Perceptions of the host destination as a result of attendance at a special event: a post-consumption analysis

Hede, Anne-Marie and Jago, Leo 2005, Perceptions of the host destination as a result of attendance at a special event: a post-consumption analysis, International journal of event management research, vol. 1, no. 1, pp. 1-12.

Attached Files
Name Description MIMEType Size Downloads

Title Perceptions of the host destination as a result of attendance at a special event: a post-consumption analysis
Author(s) Hede, Anne-Marie
Jago, Leo
Journal name International journal of event management research
Volume number 1
Issue number 1
Start page 1
End page 12
Publisher University of Queensland
Place of publication Brisbane, Qld.
Publication date 2005
ISSN 1833-0681
Keyword(s) destination marketing
attendee perceptions
Summary Many destinations are now using special events as integral components of their marketing strategies. The aim of this study was to explore how  attendance at a special event might impact perceptions of the host destination. Using a case study approach, this research explored the nexus between special events, their attendees and special event destinations. This research specifically focused on exploring whether attendance at a special event influences resulting perceptions of the host destination. The results of a survey-based study indicate that for almost a quarter of respondents who resided outside the host destination, their perceptions of the host destination had changed. Over 90% of these respondents indicated that these post-consumption perceptions of the host destination were more favourable than they were before attendance at the event. Key reasons provided by respondents for their changes in perceptions included Access, the Special Event itself and Attractions at the destination. The paper concludes that the synergies between the special event and the host destination can be likened to those of the celebrity and the products that they endorse and promote, and this notion should be further explored. Recommendations were made to assist marketers of host destinations to more effectively capitalise on the synergies between special events and destinations.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2005, IJEMR
Persistent URL http://hdl.handle.net/10536/DRO/DU:30003314

Document type: Journal Article
Collection: School of Management and Marketing
Connect to link resolver
 
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

Versions
Version Filter Type
Access Statistics: 547 Abstract Views, 0 File Downloads  -  Detailed Statistics
Created: Mon, 07 Jul 2008, 08:49:33 EST

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.