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

journal contribution
posted on 2005-01-01, 00:00 authored by Anne-Marie Hede, L Jago
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.

History

Journal

International journal of event management research

Volume

1

Issue

1

Pagination

1 - 12

Publisher

University of Queensland

Location

Brisbane, Qld.

ISSN

1833-0681

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2005, IJEMR

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