Outline

  • Abstract
  • Keywords
  • 1. Introduction
  • 2. Literature Review
  • 2.1. Attitude Toward the City
  • 2.2. Intention to Visit
  • 2.3. Image Congruence
  • 3. Methods
  • 3.1. Research Design and Procedure
  • 3.2. Event Advertisement
  • 3.3. Selection of Well-Known Vs. Unknown City
  • 3.4. Survey Instrument and Measurement
  • 3.5. Data Analysis
  • 3.6. Findings
  • 4. Conclusion and Discussion
  • 4.1. Limitations and Suggestions for Future Research
  • References

رئوس مطالب

  • چکیده
  • کلید واژه ها
  • 1.مقدمه
  • 2. ادبیات تحقیق
  • 2.1. نگرش نسبت به شهر
  • 2.2. هدف بازدید
  • 2.3. تناسب تصویر
  • 3. روش ها
  • 3.1. روش و طرح تحقیق
  • 3.2. تبلیغ رویداد
  • 3.3. انتخاب شهر معروف در مقابل شهر ناشناخته
  • 3.4. ابزار تحقیق و اندازه گیری
  • 3.5. آنالیز داده ها
  • 3.6. نتایج
  • 4. نتیجه گیری و بحث
  • 4.1. محدودیت ها و پیشنهاداتی برای تحقیق آینده

Abstract

This study examines the effects of event advertising on people’s 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-known vs. unknown) significantly influence their attitudes toward the city. However, the effects of event advertising on people’s attitude toward the city are greater if the city is relatively unknown. In this sense, an unknown city could benefit more than a well-known city by improving the image of the city using event advertising as a promotional tool. Lastly, image congruence affects people’s attitude toward the event-hosting city.

Keywords: - - - -

Limitations and suggestions for future research

Although this study offers an understanding of the critical roles of event advertising on potential tourists’ behavioral intentions toward cities with different recognition levels, based on the findings of this study, the following is proposed for future research. First, it would be valuable to conduct the experiment with actual visitors to an event-hosting city and further to include various cities where different types of special events take place. Additionally, the sample of this study is comprised of college students and the distribution of gender is skewed to female (82.3%), which is one of the primary limitations of this study. To overcome this limitation, consideration should be given to include a more diverse population from different geographic locations. Also, future research should examine negative effects of event advertising, which in turn can lead negative attitudes toward the hosting city. Lastly, additional formats of event advertisement, such as TV, radio, and social media should be considered in examining their effects on attitudes and visit intentions.

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