Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
7421886 | Tourism Management | 2016 | 13 Pages |
Abstract
The objectives of this article are to explore the strategy of event bundling from the perspectives of varied event stakeholders including event organizers, event attendees, and destination marketing organizations (DMOs); and to examine the strategy's impacts on the relationships between perceived event value and visitors' trip outcome (perceived trip value and destination loyalty intention). Based on a mixed-method approach, the research first investigates stakeholders' perceptions and perceived value of event bundling from a qualitative approach in Study 1. It further tests a proposed framework through a quantitative approach in Study 2, in which two well-known events in Macau, China were chosen as an event bundle and a large sample of over 800 respondents were surveyed. Findings from the research advance the literature on event tourism and tourism product bundling practices. They further provide insights for DMOs and event planners in event policymaking and destination marketing.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Strategy and Management
Authors
Yueying Hazel Xu, IpKin Anthony Wong, Xiuchang Sherry Tan,