Aug 1st, 11:00 AM - 12:00 PM
Analysis of Image and Loyalty for Exhibitions and Host Destinations
The study examined the image-loyalty relationship in the context of exhibition tourism. Attendees’ perceptions of exhibitions, venues and destinations were explored as an image package in relationship to their satisfaction and loyalty. Through the structural equation modeling, the study found that the image package of exhibitions, venues, and destinations influences attendee loyalty to exhibitions. Among the three constructs of image package, venue image is the most influential. By including different levels of image in an image package, the findings of the study contribute to the existing image-loyalty framework. This and other academic and practical implications were discussed.