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Exploring event bundling: The strategy and its impacts
Affiliation:1. Sprott School of Business, Carleton University, 1125 Colonel By Drive, Ottawa, Ontario, Canada K1S 5B6;2. DeGroot School of Business, McMaster University, 1280 Main Street West, Hamilton, Ontario, Canada L8S4M4;1. Department of Public Leadership & Social Enterprise, The Open University, Walton Hall, Milton Keynes, MK7 6AA, United Kingdom;2. School of Hospitality and Tourism Management, University of Surrey, Guildford, GU2 7XH, United Kingdom;1. Institute of Tourism and Sustainable Economic Development. University of Las Palmas GC, Spain;2. Facultad de Economía Empresa y Turismo, módulo D, Campus de Tafira, 35017 Las Palmas G.C., Spain;1. Department of Economics, State University of Santa Cruz, Bahia, Brazil;2. CSG/SOCIUS, School of Economics and Management, University of Lisbon, Portugal, Rua Miguel Lúpi, 20, 1249-078 Lisboa, Portugal
Abstract:The objectives of this article are to explore the strategy of event bundling from the perspectives of varied event stakeholders including event organizers, event attendees, and destination marketing organizations (DMOs); and to examine the strategy's impacts on the relationships between perceived event value and visitors' trip outcome (perceived trip value and destination loyalty intention). Based on a mixed-method approach, the research first investigates stakeholders' perceptions and perceived value of event bundling from a qualitative approach in Study 1. It further tests a proposed framework through a quantitative approach in Study 2, in which two well-known events in Macau, China were chosen as an event bundle and a large sample of over 800 respondents were surveyed. Findings from the research advance the literature on event tourism and tourism product bundling practices. They further provide insights for DMOs and event planners in event policymaking and destination marketing.
Keywords:Event bundling  Event stakeholder  Perceived value  Destination loyalty
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