VIRTUAL VS FACE-TO-FACE EVENTS: THE EFFECTS OF EVENT TYPE ON ATTENDEES’ ATTITUDES AND BEHAVIORAL INTENTIONS

IF 1.3 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM

EVENT MANAGEMENT Pub Date : 2022-01-01 DOI:10.3727/152599522x16419948694775

Maksim Godovykh, A. Fyall, A. Pizam, M. Hancer, J. Cassisi

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引用次数: 1

Abstract

The recent situation with COVID-19 led to significant changes in the event industry and forced event planners to organize virtual events. However, virtual events are lacking social interactions and are characterized by lower levels of engagement. This study aims at exploring relationships between event types and attendees’ behavioral intentions using experimental design. The measurement model fit and constructs’ validity were assessed with Confirmatory Factor Analysis, while the study hypotheses were tested with the Structural Equation Modelling. The results demonstrate that event types have significant effects on attendees’ risk perceptions that influence attendees’ visit intentions. The study also revealed significant moderating effects of attendees’ age on the relationship between event type and visit intentions. The study provides important theoretical and managerial implications by introducing new factors affecting attendees’ behavioral intentions amid the COVID-19 pandemic, describing the relationship between risk perceptions and attendees’ behavioral intentions, and providing practical recommendations for event planners.

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虚拟与面对面活动:活动类型对与会者态度和行为意图的影响

最近的新冠疫情导致活动行业发生了重大变化，活动策划者不得不组织虚拟活动。然而，虚拟事件缺乏社交互动，其特点是参与度较低。本研究旨在通过实验设计探讨事件类型与参与者行为意图之间的关系。采用验证性因子分析评估测量模型的拟合性和结构的效度，并采用结构方程模型对研究假设进行检验。结果表明，事件类型对参会者的风险感知有显著影响，进而影响参会者的参观意愿。研究还发现，参与者的年龄对活动类型和参观意向的关系有显著的调节作用。该研究引入了新冠疫情下影响与会者行为意愿的新因素，描述了风险认知与与会者行为意愿之间的关系，为活动策划者提供了实用建议，具有重要的理论和管理意义。

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来源期刊

EVENT MANAGEMENT HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

2.10

自引率

30.80%

发文量

期刊介绍： Event Management, an International Journal, intends to meet the research and analytic needs of a rapidly growing profession focused on events. This field has developed in size and impact globally to become a major business with numerous dedicated facilities, and a large-scale generator of tourism. The field encompasses meetings, conventions, festivals, expositions, sport and other special events. Event management is also of considerable importance to government agencies and not-for-profit organizations in a pursuit of a variety of goals, including fund-raising, the fostering of causes, and community development.