International Journal of Hospitality and Event Management
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International Journal of Hospitality and Event Management (2 papers in press)
They Do Pay! Event Merchandise Attributes that Effect Sales and Profits at a Folk Festival by Rachel Dodds, Robert Pitts, Wayne Smith Abstract: The need to make profit affects the overall ability of a festival to operate. Merchandise sales are one way to increase revenue and also promote a festival. This study conducted a field experiment to test Willingness To Pay theory at the Canadian Mariposa Folk Festival. Results indicated that personal sales efforts, Canadian and sustainability branded merchandise increased sales and profitability. Implications from this study demonstrate that brands that match the market sell best but festival managers need to understand their market and their margins if they wish to capitalize on increased revenues.
Keywords: festivals; merchandise; WTP; field experiment; sustainability.
An experience-attachment-loyalty model for exhibition attendees: The mediation effect of exhibition attachment by Xiaoxiao Fu Abstract: Exhibition attachment is a burgeoning yet still under-examined concept. However, the internal mechanism of the black box of whether and how attendees on-site experience influences exhibition loyalty through exhibition attachment remains unexplored. Specifically, this study divides the attendees experience into on-site activity and on-site service. Based on stimuli-organism-response (SOR) theory, the dynamics between on-site experience, exhibition attachment, and exhibition loyalty are examined. Data were collected at a major annual exhibition in China. The results show that (a) on-site activity and on-site service are positively correlated; (b) on-site activity positively influences both exhibition dependence and exhibition identity, with a greater effect on exhibition identity than exhibition dependence; (c) on-site service positively influences exhibition dependence but not exhibition identity; (d) exhibition dependence positively influences exhibition identity; (e) both exhibition dependence and exhibition identity positively influence exhibition loyalty, while exhibition identity has a greater effect. Finally, theoretical and practical implications are discussed. Keywords: Exhibition experience; on-site activity; on-site service; exhibition attachment; loyalty.