Start Date
7-1-2011 4:00 PM
End Date
7-1-2011 5:15 PM
Track
1. Track 1 – Formal Paper Presentation
Subject Area
Consumer Behavior
Faculty Member
Liang (Rebecca) Tang rebeccat@iastate.edu
Abstract
Experience is a core product of the events and plays a crucial role in surviving and achieving a competitive advantage within the industry. Four dimensions of event experiences (4 E experience) are discussed in the study, including entertainment, education, esthetics, and escapism. The authors propose a theoretical model which investigates the impact of 4 E experiences on visitors’ emotions, and consequently the satisfaction and behavioral intention. Structural Equation Model is employed to test the validity of the conceptual model. The study provides event organizers with guidance on the improvement of event activities and suggests promotional strategies for event marketers to attract attendees.
Keywords
experience economy, emotion, satisfaction, behavioral intention, event
Measuring the Experience Economy and the Visitors Behavioral Consequences: An Empirical Study on Veishea Event
Experience is a core product of the events and plays a crucial role in surviving and achieving a competitive advantage within the industry. Four dimensions of event experiences (4 E experience) are discussed in the study, including entertainment, education, esthetics, and escapism. The authors propose a theoretical model which investigates the impact of 4 E experiences on visitors’ emotions, and consequently the satisfaction and behavioral intention. Structural Equation Model is employed to test the validity of the conceptual model. The study provides event organizers with guidance on the improvement of event activities and suggests promotional strategies for event marketers to attract attendees.