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Article
Publication date: 19 February 2019

Ayman Abdo Harb, Deborah Fowler, Hyo Jung (Julie) Chang, Shane C. Blum and Wejdan Alakaleek

This study relied on the Theory of Planned Behavior (TPB) to assess factors that affected event fans’ decisions regarding their intention to attend events by using social network…

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Abstract

Purpose

This study relied on the Theory of Planned Behavior (TPB) to assess factors that affected event fans’ decisions regarding their intention to attend events by using social network websites. The purpose of this study is to examine the impact of event fans’ attitudes, subjective norms and perceived behavioral control on their intentions to go to events based on social networking sites (SNSs) marketing. In addition, the researchers examined the impact of perceived enjoyment on event fans’ attitudes towards events pages on SNS.

Design/methodology/approach

This study used a quantitative research method and used an online survey distributed on Qualtrics and based on the TPB. Populations in the study were followers of events pages on Facebook, Twitter and Instagram. The sample was convenience.

Findings

By using the partial least square-structural equation modeling (PLS-SEM), the study found that all the research hypothesis were supported except (H2). While event fans’ attitudes had not a statistically significant impact on their behavioral intentions towards using social media to go to events (H2), perceived enjoyment had a statistically significant impact on event fans’ attitudes towards events pages on SNS (H1). According to the research findings, event fans were influenced by their subjective norms (H3) and perceived behavioral control (H4). These factors significantly influenced event fans’ behavioral intention, which led to their actual behavior (H5).

Practical implications

This study provided evidence supporting that subjective norms and perceived behavioral control were effective in forming intention towards events page, which in turn affected actual behavior, while perceived enjoyment was effective in forming events fan attitudes towards events’ social media pages. This may indicate a need for positive images of the events depicted through social media. In addition, when using social media as a marketing medium for events, event marketers and organizers should understand how other important people’s opinions and perceptions affect the intention and behavior formation. This implies the need to stress the social acceptance of the events, and use family ties, family and other social-units elements of events.

Social implications

This study provided statistical evidence supporting the applicability of the TPB within the context of event marketing and using social media. This implies a better understanding of the rational decision-making process, along with the social factors affecting the process of forming behavioral intentions and intentions. Furthermore, perceived enjoyment was incorporated within the model. Perceived enjoyment was effective in forming positive attitudes towards events’ social media pages. This highlights the need to provide information and contents in an enjoyable and user-friendly way.

Originality/value

The value of this study is derived from its aim to highlight the importance of social media as an effective marketing tool for events. Moreover, this study sought to contribute to the literature on social media by exploring how social media affected event attendees’ behavior and attitudes and by gauging the impact of social media on the event industry.

研究目的

本论文以计划行为理论为基础, 旨在评估通过社交网站来影响会展顾客参会意愿的各项因素。本论文基于社交网络营销, 检验其会展顾客态度、主观规范、以及感知行为控制等对于顾客参会意愿的影响因素。此外, 本论文研究人员还检验感知享受如何影响会展顾客对社交网络上会展主页的态度。

研究设计/方法/途径

本论文采用定量研究方法, 借用在线问卷采样方式, Qualtrics 作为问卷发放平台, 以计划行为理论为基础。本论文的研究人群是在 Facebook、Twitter、和 Instagram 上会展主页的粉丝顾客。本论文采用便捷采样方式。

研究结果

本论文采用偏最小二乘回归方程(PLS-SEM)统计方法检验研究假设, 并发现, 除 H2 外其他假设论断均成立。会展顾客对于使用社交媒体的态度并未显著影响其参会意愿(H2), 然而, 感知享受对于会展顾客粉丝社交网站上会展主页有着显著影响(H1)。研究结果表明, 会展顾客的态度受到主观规范(H3)和感知行为控制(H4)的影响。这些因素均显著影响了会展顾客的参会意愿, 最终导致实际参会行为(H5)。

研究理论限制/意义

本论文采用实际测量数据以应用计划行为理论在会展营销和社交媒体的研究。此外, 本论文测试了三种不同社交媒体:Facebook、Twitter、和 Instagram 的粉丝用户。其研究结果证实了本论文采用的理论框架对于不同领域和社交媒体背景下的有效性。

研究实践意义

本论文用数据证实了主观规范和感知行为控制对会展粉丝参会意愿有着显著影响, 其最终导致真正参会行为。本论文还证实了感知享受显著影响了顾客粉丝会展社交主页的态度。其研究结果表明会展企业有必要在社交媒体上树立积极的会展形象。此外, 会展营销人员和组织者在使用社交媒体作为营销手段的时候, 应该认识到其他人的意见和感知对于参会人员的意愿和行为产生影响。

研究原创性/价值

本论文的研究价值主要是其强调社交媒体作为会展有效营销手段的重要性。此外, 本论文还探索了社交媒体如何影响参会人员的行为和态度, 以及社交媒体对于整个会展行业的影响, 这将对社交媒体有关的研究有着积极的贡献。

关键词

关键词偏最小二乘, 社交媒体, 社交媒体营销, 社交媒体参与, 事件营销, 计划行为理论

Details

Journal of Hospitality and Tourism Technology, vol. 10 no. 1
Type: Research Article
ISSN: 1757-9880

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Article
Publication date: 25 February 2022

Jae Han Min, Hyo Jung Chang, Deborah Fowler and Shane Blum

On a home game weekend of collegiate football, thousands of fan visitors spend their weekend participating in college football games, showing significant potential of sports…

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Abstract

Purpose

On a home game weekend of collegiate football, thousands of fan visitors spend their weekend participating in college football games, showing significant potential of sports tourism businesses in the USA. Understanding the original personality of sport tourists and their travel motivation factors is imperative to develop appealing tourist attractions at the destinations of sports team fandoms. The purpose of the study is to examine the relationships among tourists' personality characteristics, their push and pulls motivations, satisfaction with travel experience, and loyalty toward destination and team using structural equation modeling.

Design/methodology/approach

The author collected information from a total of 301 sports tourists who had traveled to a college football game within the past year, staying at least one night in a hotel or other lodging place. This study employed PASW Statistics 25.0 and structural equation modeling using LISREL 9.30 for data analyses.

Findings

Personality has a significant relationship with push factors, especially for socialization motivation, and pull factors (i.e. access and affordability, other attractions) had more significant effects on sports tourists' satisfaction than push factors. The findings indicate the key roles for the entertainment motivation in generating tourists' satisfaction and destination loyalty and important roles of destination loyalty in building team loyalty.

Originality/value

The present study provides an approach of sports tourists' travel behaviors and experiences in the sporting event tourism. The outcome of this research can help both sports event organizers and destination marketers to understand the motivations for sports game attendance and to develop marketing strategies and products/services for attracting various types of sports tourists to games.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 2
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 1 March 2001

Deborah Fowler and Richard Clodfelter

Past research has shown that consumers believe there is a strong relationship between price and quality; they also believe there is a strong relationship between brand and…

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Abstract

Past research has shown that consumers believe there is a strong relationship between price and quality; they also believe there is a strong relationship between brand and quality. Therefore, when comparing similar pieces of apparel, items with a designer brand or a higher price are perceived, by most customers, to be of higher quality. The purpose of this study was to compare the pricing and quality of identical designer merchandise sold in department stores and manufacturers’ outlet stores. The researchers found no significant differences in the quality of apparel sold in the two retail formats; however, there was a significant difference in the price. The department store merchandise was 31 per cent higher in price than the outlet store merchandise.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 5 no. 1
Type: Research Article
ISSN: 1361-2026

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Available. Content available

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International Journal of Culture, Tourism and Hospitality Research, vol. 6 no. 3
Type: Research Article
ISSN: 1750-6182

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Article
Publication date: 22 March 2011

Celia D. Henley, Deborah C. Fowler, Jingxue (Jessica) Yuan, Betty L. Stout and Ben K. Goh

The purpose of this paper is to determine specific label attributes impacting both the taste and quality perceptions of millennial wine consumers.

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Abstract

Purpose

The purpose of this paper is to determine specific label attributes impacting both the taste and quality perceptions of millennial wine consumers.

Design/methodology/approach

A single‐blind study was developed to evaluate the direct implications labels have on millennial informants' taste and quality perceptions. A four‐stage research study tested the informants' reactions to the products both before and after evaluating the label and product packaging.

Findings

Perceptions differed significantly from the blind tasting to the second tasting after evaluating the product packaging and label information. When the producer provided specific fruit characteristics, the informant perceived they tasted those fruits much more than without this information in the blind tasting.

Research limitations/implications

The generalizability of this study was limited by the small population size (97 informants), the subject recruitment site, lack of ethnic diversity, and the high‐educational level of the respondents.

Practical implications

The informants in this study indicated several factors such as closure, font style, eye‐catching front label, color of the bottle, food pairings, and wine producer information, as affecting their purchase intention.

Originality/value

There have been previous studies involving wine tourism and segmentation of wine consumers but a sensory label study on millennials presents a different approach.

Details

International Journal of Wine Business Research, vol. 23 no. 1
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 3 August 2012

L. Taylor Damonte, Michael D. Collins and Carol M. Megehee

The purpose of this paper is to develop a method for estimating new direct tourism spending resulting from a new event in an existing destination.

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Abstract

Purpose

The purpose of this paper is to develop a method for estimating new direct tourism spending resulting from a new event in an existing destination.

Design/methodology/approach

Intercept surveys were conducted on site at six of nine festival locations. Of the 308 festival participants approached at random and asked to participate, 264 agreed to participate (86 percent response rate). On further inquiry, only 47 percent of those agreeing to participate were found to be from zip codes outside of the Horry/Georgetown County “Grand Strand” tourist area. These 145 festival participants were administered surveys.

Findings

Less than 30 percent of total tourist spending at the festival is attributable to new tourists – those who specifically travelled to the destination primarily for the event and have historically attended Myrtle Beach less than one time per year. Consequently, the economic impact of the festival, in terms of new spending, was relatively small compared with the total amount of tourist spending by all tourists at the festival.

Originality/value

The study provides an example of an event for which new tourist spending could have been overestimated if all tourist spending had been considered to be new spending.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 6 no. 3
Type: Research Article
ISSN: 1750-6182

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Article
Publication date: 9 May 2016

Sara Emma Rieke, Deborah Clay Fowler, Hyo Jung Chang and Natalia Velikova

The purpose of this paper is to determine which factors impact body image satisfaction of Generation Y college age and young professional females born between the years of 1980…

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Abstract

Purpose

The purpose of this paper is to determine which factors impact body image satisfaction of Generation Y college age and young professional females born between the years of 1980 and 1993, age 20-33 years in the State of Texas.

Design/methodology/approach

An online survey created in Qualtrics was e-mailed to recruit research participants. Quantitative data were collected and analyzed in IBM SPSS Statistics 21. Exploratory factor analysis, reliability, computing variable mean, and linear multiple regression were performed. The variables explored were divided and grouped into major factors.

Findings

Millennial females are influenced by their own personal preferences, morals and beliefs, and certain occasions, seasons, climate, and the weather. These factors significantly influence body image satisfaction. The model developed in this study provides researchers with a new perspective on body image satisfaction and purchase intent. This study extends the theory of reasoned action by identifying specific factors which influence body image satisfaction which leads to the final purchase decision.

Research limitations/implications

Because of this method of data collection the study might not be generalizable to the entire Millennial population. The sample is a small representative sample in the population with only Millennial females’ ages 20-33 years in the State of Texas. Although the study focussed on a single state, the state is an extremely large state encompassing 36 percent of the USA population. Additionally, race/ethnic diversity was also a limitation, as the majority of the sample was Caucasian. Thus, a larger and more diverse sample of age, race/ethnicity, and residence could be added for more generalizable results.

Practical implications

The findings of this study enable retailers to understand how body image can impact the customers perceptions of their stores and their employees. Marketers and retailers should focus on marketing to Millennial females through more personal approach targeting what is appropriate for the consumers size body type labeled clothing size and certain occasions.

Social implications

Confidence in decision making while purchasing apparel is an important aspect of shopping. Further research could benefit from focussing on determining the confidence drivers and their origins.

Originality/value

This study enhances literature by providing a glimpse into the minds of Generation Y female consumers’ body image satisfaction and the factors driving them to purchase apparel.

Details

Journal of Fashion Marketing and Management, vol. 20 no. 2
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 1 March 2006

Scarlett C. Wesley, Deborah C. Fowler and Maria Elena Vazquez

The purpose of this paper is to identify the personality characteristics Hispanic shoppers ascribe to US retailers. This study is an exploratory attempt to uncover inconsistencies…

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Abstract

Purpose

The purpose of this paper is to identify the personality characteristics Hispanic shoppers ascribe to US retailers. This study is an exploratory attempt to uncover inconsistencies between Hispanic shoppers' views of US retailers and how those retailers believe they are identified.

Design/methodology/approach

Focus group methodology used in the study allowed Hispanic shoppers to attribute personality characteristics to some of the most prevalent retailers in the USA.

Findings

Analysis revealed Hispanic shoppers' personification did affect their beliefs about retailers.

Research limitations/implications

There are many implications for retailers wishing to capture more of the Hispanic market segment including the importance of brand identity of the retailer and the buyer's self‐image.

Originality/value

This paper explores Hispanic shoppers' actual beliefs about US retailers, and is unique because of the different type of data collection techniques utilized to capture the data. The personification technique allowed individual, detailed descriptions of US retailers to emerge.

Details

Managing Service Quality: An International Journal, vol. 16 no. 2
Type: Research Article
ISSN: 0960-4529

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Article
Publication date: 3 August 2012

Deborah C. Fowler, Mitzi K. Lauderdale, Ben K. Goh and Jingxue (Jessica) Yuan

This study seeks to assess international tourists' perception of safety while shopping in the USA, using Las Vegas as the study site. Over recent years, Las Vegas became an…

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Abstract

Purpose

This study seeks to assess international tourists' perception of safety while shopping in the USA, using Las Vegas as the study site. Over recent years, Las Vegas became an international destination for visitors from the Asia‐Pacific region to celebrate Chinese New Year. In February 2007, Las Vegas hosted the NBA All‐Star Game for the first time from February 16 to 18. The two major events occurred over the same weekend. When two cultures shared a single site, however, the combination presented an issue of safety concern.

Design/methodology/approach

Data were collected using an intercept methodology over the three‐day period in a major shopping venue/casino from February 15 to 17, 2007.

Findings

The study finds that many of the tourists carried a large amount of cash on their person. As the week progressed, Asian visitors were less likely to feel their person and belongings were safe in the three major venues researched of restaurants, shopping centers, and amusement parks.

Originality/value

Few papers have addressed the safety concerns of international tourists in the USA, specifically in Las Vegas. Findings of this study contribute to the safety and security management of various tourist venues.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 6 no. 3
Type: Research Article
ISSN: 1750-6182

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Article
Publication date: 3 August 2012

Jessica L. Hurst and Linda S. Niehm

This study aims to focus on the unique challenges of retail service delivery in rural tourism markets. This paper specifically seeks to address: factors attracting individuals to…

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Abstract

Purpose

This study aims to focus on the unique challenges of retail service delivery in rural tourism markets. This paper specifically seeks to address: factors attracting individuals to a rural tourism community; factors motivating resident and tourist customers to engage in tourism shopping; satisfaction of resident and tourist customers with local retailers; and strategies to assist retailers in successful service delivery.

Design/methodology/approach

Using Dillman's survey techniques, data were collected from two different groups: resident customers and tourist customers in a rural Iowa tourism community. Given the study's exploratory focus, a case study methodology was selected.

Findings

Shopping experiences were much less satisfying for resident customers than for tourist customers in this study. Tourism retailers may not be effectively differentiating their customer service and providing adequate attention during the shopping experience, particularly to resident customers.

Research limitations/implications

One limitation is that the study represents an initial test of self‐designed and/or modified scales to capture the variables of interest in a single rural tourism community in Iowa. Therefore findings may only be generalizable to the unique nature of an established tourist population in Midwestern regions of the USA.

Practical implications

An important implication from this study is rural tourism retailers need to develop a comprehensive customer relationship management strategy to encourage repeat shopping and sustained patronage behavior.

Originality/value

This study provides valuable strategic implications for rural tourism entrepreneurs, business consultants and economic development professionals in rural tourism communities, and fills a void in the tourism and patronage literature.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 6 no. 3
Type: Research Article
ISSN: 1750-6182

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