标题：Cultivating group-oriented travel behaviour to major events: assessing the importance of customer-perceived value, enduring event involvement and attitude towards the host destination
作者：Carlson, Jamie; Rosenberger, Philip J., III; Rahman, Mohammad M.
作者机构：[Carlson, Jamie] Univ Newcastle, Newcastle Business Sch, Newcastle, NSW 2300, Australia.; [Rosenberger, Philip J., III] Newcastle Business Sch, Ouri 更多
通讯作者地址：[Carlson, J]Univ Newcastle, Newcastle Business Sch, Level 3,Univ House,Corner King & Auckland St, Newcastle, NSW 2300, Australia.
来源：JOURNAL OF MARKETING MANAGEMENT
关键词：customer experience; customer-perceived value; enduring involvement;; major events; tourism marketing; group-travel behaviour; attitude; towards the host destination
摘要：Major events, such as the Olympics and Glastonbury music festival, attract tourists and result in increased consumer spending in host economies. The purpose of this study is to gain insights into the key determinants driving future intentions of travel consumers to participate in group-based travel to major events. An integrated theoretical model is empirically tested with 424 travel consumers who have had prior experience travelling in a group to a major event. The results substantiate the model showing that customer value perceptions of a past group-travel consumption experience conceptualised with multiple benefit dimensions has the largest relative effect on future intentions to engage in group-travel behaviour to major events, followed by attitude towards the host destination and enduring event involvement. The results provide managers with holistic insights into components that are used as the basis upon which group-travel consumers develop their choice behaviour which can be used to effectively cultivate more attendees to major events.