The impact of event advertising on attitudes and visit intentions
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Date
2016
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Publisher
Elservier
Abstract
This study examines the effects of event advertising on peoples' attitudes and visit intentions toward
event-hosting cities. One hundred and ninety-two samples were collected for this study. A 2 2 factorial
multivariate-analysis of variance (MANOVA) was used to test the first and second set of hypotheses,
whereas a separate univariate-analysis of variance (ANOVA) was run to test the last hypothesis. Event
advertising was found to have a positive effect on people's attitude toward the hosting cities. Also,
people's different levels of city recognition (well-know vs. unknown) significantly influence their attitudes
toward the city. However, the effects of event advertising on peoples' attitude toward the city are
greater if the city is relatively unknown. In this sense, an unknown city could benefit more than a wellknown
city by improving the image of the city using event advertising as a promotional tool. Lastly,
image congruence affects peoples' attitude toward the event-hosting city.
Description
Journal of Hospitality and Tourism Management 29 (2016) 1-8
Keywords
Attitude toward the city, Event advertising, Film festival ,Image congruence, Intention to visit the city