Exploring the Impact of Event Experience on Visitors’ Behavioural Intentions
Exploring the Impact of Event Experience on Visitors’ Behavioural Intentions

Author(s): Suzana Marković, Sanja Raspor Janković, Martina Gjurašić
Subject(s): Social Sciences, Economy
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Event tourism; Event experience; Visitors’ behavioural intentions; Event experience outcomes; Quantitative analysis
Summary/Abstract: The purpose of this paper is to examine the relationship between visitors’ event experience and their behavioural intentions. Constructs in the measurement model were operationalized using items derived from related previous research. Data was gathered using questionnaires distributed online. Hypotheses were tested using regression analyses, based on data gathered from 144 event visitors. The results of this study indicate a significant role of event attributes and event experience on visitors’ behavioural intentions. Thus, these findings explain to what extent experiencing the event environment as a whole can generate visitors’ positive behavioural intentions in terms of repeat visits, positive word-of-mouth, and willingness to pay more. Therefore, this study contributes to the existing literature on experience measurement, adding to the knowledge of event experience and event experience outcomes, by introducing event experience as a moderator variable.

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