Post-Event Visits as the Sources of Marketing Strategy Sustainability: A Conceptual Model Approach

By Li, Hui; Song, Wei et al. | Journal of Business Economics and Management, February 2014 | Go to article overview

Post-Event Visits as the Sources of Marketing Strategy Sustainability: A Conceptual Model Approach


Li, Hui, Song, Wei, Collins, Roger, Journal of Business Economics and Management


Introduction

In recent years, destination marketers have focused on event marketing. There has been increasing awareness of the potential financial benefits of events to local tourism marketing development (Getz 1997; Chalip 2006; Berridge 2007; Taks et al. 2009; Crowther 2010b; Fourie, Spronk 2011). Events have been part of a set of destination attractions and new tools to attract tourists (O'Brien 2006; O'Brien, Gardiner 2006). From a tourism marketing perspective, events can be divided into two types; the first type is the repeat event, which is hosted in the same place many times in succession; examples of such events are Rio de Janeiro's Carnival, New Orleans' Mardi Gras celebration or, on a more modest scale, Canada's celebration of Groundhog Day in Wiarton, Ontario. The second type of event is the non-repeat or one-time event, which, after being hosted once in a place, will not return for many years, if ever. Most non-repeat events are influential events such as the Olympic Games, the Asian Games, World Expo and the World Cup of soccer, etc. These events are difficult to bid for and often require immense inputs of resources, but are promoted as generating certain profits from tourism for the host cities during the event activity period. Such promotional activity notwithstanding, some host cities were encumbered with great debts after the completion of their hosting of non-repeat events. It is therefore necessary that destination marketers pay attention not only to the profit gained in the short, heavily funded period of the event itself but should also focus on capitalizing upon the benefits generated by the event on a long term basis. Drawing on the existing literature, this study proposes that sustainable tourism profits yielded from non-repeat events are mainly rooted in the positive effects that such events have on the brand image of the destination. Given that the destination image is comprised of the comprehensive cognition of the destination, potential customers to cities which benefit from a non-repeat event will have their desire/intentions to visit influenced in a positive way. Therefore, the relationship between events and destination brand image is the key part of research into the long-term tourism effect of non-repeat events. Existing literature concentrates mainly on event tourism, i.e., on visits made during the event and on intentions to revisit after the event's completion, but not upon the impact of the event and on the decisions of potential tourists (those who were never previously interested in visiting the city but who now want to visit it after the event's completion). This paper identifies the factors affecting visits made after the event's completion. Thus, the decision making process of those tourists with no past experience of the destination becomes crucial. By examining the interrelationships between event images, destination brand image, perceived satisfaction with the event, and intentions to visit, this study proposes a theoretical model of the sustainable tourism impact of non-repetitive events.

1. Literature review

1.1. Event marketing

Since the 1960s, event tourism marketing has been studied by scholars. Getz (1991) regards events as "an opportunity for leisure, social or cultural experience outside the normal range of choices or beyond everyday experience". This definition is accepted and quoted by most scholars and researchers. A well implemented event marketing strategy is the basis for the "value creation spaces" that an event generates (Crowther, Donlanis 2011) while event marketing is a central path to reach the target customers (Kapustina, Reshetilo 2011).

Events can be divided into two types; one is repetitive, and is hosted in the same place on many successive occasions; the other is non-repetitive and is hosted only once in any given place (Kellett, Hede, Chalip 2008; Taks et al. 2009). An example of the first type of event would be the Glastonbury Festival--a music festival held in the English town of Glastonbury since 1970. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

Post-Event Visits as the Sources of Marketing Strategy Sustainability: A Conceptual Model Approach
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.