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Examining Visitor Motivations for Mega-Events : Comparison between Shanghai Expo and Yeosu Expo
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Type
Academic journal
Author
Journal
Korea Tourism Research Association International Journal of Tourism and Hospitality Research Vol.29 No.10 KCI Accredited Journals
Published
2015.10
Pages
5 - 17 (13page)

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Examining Visitor Motivations for Mega-Events : Comparison between Shanghai Expo and Yeosu Expo
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Despite the fact that the event industry is rapidly expanding worldwide, not many comparative event studies were done. A comparative study of two or more events can provide useful information on specific motivations for attending distinct events. Also, a comparative study of two events will allow both researchers and practitioners for assessing the visitor motivation structure in each event, determine motivation factors that attract visitors to these events, and examine differences in motivation for attending both events. Thus, this study examines similarities and differences between visitor motivations for attending two international mega events, the 2010 Shanghai Expo, China and the 2012 Yeosu Expo, South Korea. The study also investigates the effects of these motivations on visitor satisfaction with both events. Surveys of 414 Chinese visitors to the Shanghai Expo and 447 Korean visitors to the Yeosu Expo were conducted. The factor analysis identified the same six motivation factors in both events, including five push factors of family togetherness, cultural exploration, escape, socialization, and novelty and one pull factor of event attractions. Four out of six motivation factors were significantly different between the two events. All motivation factors, except escape, influenced visitor satisfaction and four factors had significantly different impacts on satisfaction. The study implications for marketing strategies are discussed and recommendations for future research are proposed.
#Mega-Event #Motivation #Satisfaction #Shanghai Expo #Yeosu Expo

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