Jul 29th, 4:30 PM - 5:30 PM
The Influence of Geographical Distance Groups (GDGs) on Visitor’s Information Sources and Motivations in Local Festival Settings
Denver, Colorado USA
As an empirical study, a correspondence analysis was conducted to examine the relationship between geographical distance groups (GDGs) and (1) information sources, and (2) visitors’ motivation within the context of local festivals. A binary logistic analysis was then employed to identify the probability of higher satisfaction influenced by information sources, GDGs, and visitors’ motivations at local festivals. The results show that visitors’ information sources and motivations vary depending on GDGs. The study also reveals that information sources (i.e., TV and Word of Mouth) and GDGs are significant in predicting the likelihood of visitors’ higher satisfaction. The conclusions, implications and limitations were discussed in festival marketing.