Exploring the Impact of Event Experience on Visitors’ Behavioural Intentions

Suzana Marković – Faculty of Tourism and Hospitality Management, University of Rijeka, Primorska 46, 51410 Opatija, Croatia

Sanja Raspor Janković – Polytechnic of Rijeka, Trpimirova 2/V, 51000 Rijeka, Croatia

Matina Gjurašić – Institute for Tourism, Vrhovec 5, 10000 Zagreb, Croatia

Abstract: The purpose of this paper is to examine the relationship between visitors’ event experience and their behavioural intentions. Constructs in the measurement model were operationalized using items derived from related previous research. Data was gathered using questionnaires distributed on­line. Hypotheses were tested using regression analyses, based on data gath­ered from 144 event visitors. The results of this study indicate a significant role of event attributes and event experience on visitors’ behavioural intentions. Thus, these findings explain to what extent experiencing the event environ­ment as a whole can generate visitors’ positive behavioural intentions in terms of repeat visits, positive word-of-mouth, and willingness to pay more. There­fore, this study contributes to the existing literature on experience measure­ment, adding to the knowledge of event experience and event experience out­comes, by introducing event experience as a moderator variable.

7th International Scientific Conference – EMAN 2023 – Economics and Management: How to Cope With Disrupted Times, Ljubljana, Slovenia, March 23, 2023, SELECTED PAPERS, published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-70-7, ISSN 2683-4510, DOI: https://doi.org/10.31410/EMAN.S.P.2023

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission. 

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