Local Events' Marketing Mix Effect on Visit Intentions: Destination Image as a Mediator

被引：1

作者：

Abou-Shouk, Mohamed ^{[1
,2
]}

Mannaa, Maryam T. ^{[3
,4
]}

Zouair, Nagwa ^{[2
,5
]}

Alzboun, Nidal ^{[6
,7
]}

Abdel-Jalil, Marwa ^{[2
]}

机构：

[1] Univ Al Dhaid, Coll Arts, Sharjah, U Arab Emirates

[2] Fayoum Univ, Fac Tourism & Hotels, Giza, Egypt

[3] Synergy Univ Dubai, Dubai, U Arab Emirates

[4] Alexandria Univ, Fac Tourism & Hotels, Alexandria, Egypt

[5] Univ Khorfakkan, Coll Arts Sci & Informat Technol, Khorfakkan, U Arab Emirates

[6] Univ Jordan, Sch Arts, Amman, Jordan

[7] Univ Sharjah, Coll Arts Humanities & Social Sci, Sharjah, U Arab Emirates

来源：

JOURNAL OF TOURISM AND SERVICES | 2024年 / 15卷 / 28期

关键词：

Events; destination image; marketing mix; visit intention; tourism recovery; BEHAVIORAL INTENTIONS; TOURISM; MODEL; SATISFACTION; IMPACT; PERSONALITY; STRATEGIES; ATTITUDE; COUNTRY;

D O I：

10.29036/jots.v15i28.663

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Events have become increasingly significant in marketing and branding strategies. This study aims to examine the impact of local events on the destination marketing mix. It tests the effect of local events on destination image which in turn impacts visit intention and facilitates tourism recovery post-crises. To quantitatively explore the effect of local events, data were collected with an e-survey from three developing countries: the United Arab Emirates (535), Egypt (613), and Jordan (370). Using structural equation modelling, findings extended our knowledge about the positive role of local events on tourism destinations' marketing, developing destination image, and fostering tourism recovery. The study provides managerial implications for enhancing marketing and promotion strategies. It presents useful insights for marketers and event planners on the positive effect of local events on tourism destinations' images, revisits intentions, and its subsequent effect on tourism recovery. Unlike previous studies, this study focuses on the impact of events on destination marketing mix and its effect on destination image, visitation intention, and tourism recovery.

引用

页码：188 / 209

页数：22