Retail event: a comparative study between local residents and tourists in spontaneous purchase (original) (raw)

Visitors' Expenditure Behaviour at Cultural Events: The Case of Christmas Markets

Tourism Economics, 2013

This paper examines the determinants of visitors' expenditure behaviour at cultural events. The authors analyse visitors' expenditure at the micro-level, dividing it into expenditure on accommodation and expenditure on food and beverages. The explicative variables taken into account are socio-demographic, economic, psychological and trip–related attributes. An ad hoc survey was conducted on the three most famous Christmas markets in the north of Italy in December 2008 and 2009. To achieve their aims, the authors use the robust double-hurdle model. The results indicate that travel purpose, region of origin, perception of the event, length of stay and age are significant factors influencing both the propensity to spend and the amount of money actually spent during visits. The findings will provide destination managers and tourism businesses with practical knowledge useful for destination marketing, event development and customer service.

Visitors’ Expenditure Behaviour at Cultural Events

SSRN Electronic Journal, 2000

This paper aims to examine the determinants of the visitors' expenditure behaviour at Christmas Markets. We have analysed the visitors' expenditure at micro-level, dividing them into spending on accommodation and on food and beverage. The explicative variables taken into account are sociodemographic, economic, psychological, and trip-related attributes. An ad-hoc survey was conducted in the three most famous Christmas Markets in the North of Italy in December 2008 and 2009. To reach our aim we have adopted the robust double-hurdle model. Results indicate that travel purpose, region of origin, perception of the event, length of stay and age are significant factors influencing both the propensity to spend and the amount of money that visitors spend during their visit. The findings offer destination and private tourism businesses practical knowledge useful for destination marketing, event development and customer service.

Explore Tourist souvenir-purchase behavior

Shopping is an important travel activity and contributes to boost the economy. Shopping opportunities are regarded as the major attraction causing tourists to travel. This research explored tourists' shopping behavior with relation to their demographic characteristics and trip characteristics. The results indicate that age, gender, income and trip characteristics are significant factors influencing tourists' shopping expenditure and their purchased items. The study about tourist shopping behavior can afford Taipei101 retailers some practical information. Therefore, they can provide better tourism marketing, product development and consumer service in the future.

Local Residents as Visitors to Exhibitions: Investigating Motivation and Attitudes towards Traditional Food Festivals

6th International Conference on Applied Economics, Business and Development (AEBD'14), 2014

Traditional food and beverage can improve a destination's attractiveness and facilitate the creation of authentic local and cultural identity, while improving the tourist experience. Food and beverage festivals are interesting for tourists, but also for local residents, who are an understudied segment in this field. The intensity of the link between traditional foods and residents has grown because of the many festivals that promote traditional cuisine. The purpose of this paper is to investigate the characteristics and motivation of local residents towards visiting traditional food exhibitions. The survey was conducted on a sample of 133 visitors, during the Histria Food and Beverage Exhibition held in Pula, Croatia. Results indicate that buying is the main motivation of the local population, which is willing to pay 20-30% more for traditional food and beverages than for other products. Regarding product characteristics, respondents gave the highest importance to quality and tradition, while the least important attribute is design and packaging.

The Effect of Authenticity on Tourists' Expenditure at Cultural Events

papers.ssrn.com

This research analyses the influence of perceived authenticity of Christmas Markets and their products on shopping expenditure. The quantitative analysis was conducted based on 1275 selfadministered questionnaires collected among event attendees in three different Northern Italian Christmas Markets during the four weeks of advent in 2008. In order to estimate separately the determinants of the propensity of respondents to shop and how much money they are willing to spend for each kind of purchase, we have adopted a double-hurdle model. The results show that tourists are more likely to spend, and spend more, if they consider the event and the products sold authentic. The study also reveals that, among other things, length of stay, respondents' geographical location and location of the market affect the amount of personal expenditures during the festival. Finally, some outlines for future research are suggested, and some implications for destination and event managers are briefly discussed.

Consumption of specific tourist products – the value of participation in mega-event and its influence in shaping visitor loyalty to a destination

JOURNAL OF INTERNATIONAL STUDIES, 2014

is paper aims to answer the question of whether a mega-event can act as an incentive for tourists to return to a previously visited destination. In order to nd an answer to this research question, hypotheses were proposed with the aim of revealing dependencies between selected aspects of consumption of tourist products such as UEFA European Football Championships (EURO). e pertinent analyses were performed on the basis of research conducted in Krakow in 2012. In order to verify six of the main hypotheses of a lack of relationships between variables X i , Spearman's rank correlation coe cient was used wherever possible; in other cases the test c 2 was used (and to calculate the strength of correlation, the V-Cramer coe cient was used). e analyses carried out con rmed prior theoretical constatations that satisfaction with a stay in a destination concurrently hosting a mega-event translates into improvement of that destination's image and greater loyalty among tourists; and that the better the image of a mega-event venue, the stronger the e ect of the tourist's loyalty towards that place. e research shows also that the higher the frequency of visits to the venue of a mega-event, the longer the time spent in that place.

THE RESEARCH OF PROMOTIONAL EVENTS TOWARDS PURCHASE INTENTION IN AMONG UNIVERSITY STUDENT IN TAIWAN AND MALAYSIA

THE 14th INTERNATIONAL CONFERENCE ON KNOWLEDGE-BASED ECONOMY AND GLOBAL MANAGEMENT Tainan, TAIWAN, 2018

Fast food chain restaurant has used different kinds of promotions to attract consumers. However, consumer’s living lifestyle is different, which will be the better promotions to focus on? This study aims to investigate the most preferred promotional event towards university students' purchase intention in Taiwan and Malaysia as both country have different lifestyle, specifically in the case of McDonald’s. The variables to measure the promotional events are price promotion and premium promotion, while the variables to measure lifestyle are money attitude, eating habits and conformity behavior. This study has found Taiwan undergraduate students will concern more on money attitude lifestyle, they will prefer price promotion than premium promotion. However, Malaysia undergraduate students will concern more on conformity behavior, they will prefer premium promotion than price promotion.

Why Standardization of Festival Marketing Might be a Cheesy Affair

Event Management, 2019

The purpose of this article is to segment visitors to a cheese festival to identify more appropriate marketing strategies. Segmentation can be based on various characteristics of consumers. One characteristic that has become popular over the last number of years is expenditure-based segmentation, which is an attempt to address issues of festival sustainability. Although this article falls in this cluster, we do not focus on the total spending of festival attendees like most research employing expenditure-based segmentation; we rather focus on the spending of attendees on the main theme of the festival, namely on cheese. Six hundred structured questionnaires were administered at the South African Cheese Festival that was held in the Western Cape during April 2015. Methods used in the analysis include factor analysis and cluster analysis. The main findings are that three clusters were identified with their own unique marketing mix and the clusters can be used as a taxonomy of visitors to this festival, namely mild cheese explorers, mature cheese families, and vintage cheese loyalists. This research has also revealed distinct motives for attending a cheese festival that were not found in previous research. Lastly, this approach is very useful in differentiating markets. This is the first time that cheese festival attendees' cheese expenditure and behavior have been used as segmentation basis and the research thus makes a contribution to literature and practice that strive to gain better insight into cheese tourism.