Developing A Measurement Scale for Event Image

Abstract

The main purpose of this study is to measure and explore the dimensionality of the event image by using the case of 2010 Shanghai World Expo. After literature review, this study used Keller’s framework of brand image as the conceptual base, followed the free associations method to identify the preliminary items, adopted expert opinions to further revise the items, used the exploratory factor analysis to explore the underlying structure of the event image, and adopted the confirmatory factor analysis to further validate the measurement scale. Finally, five dimensions including 17 items were extracted. They are labeled as Benefit, Facility, Service, Theme, and Event Content. The results of the current study were relatively consistent with some conceptual frameworks and to some extent confirmed previous empirical studies, which could provide useful implications for both future research and industry practice.

Olympic Boomtown: The Social Impacts of a One-Time Mega-Event in Utah's Heber Valley

“…Such events are large in scale in terms of construction of facilities, attendance, financial investment, media coverage, recognition, as well as potential economic benefits for host communities (e.g., Chalip 2006;Hall 1997;Roche 1992). Examples of mega-events include world expos (Deng, Li, and Shen 2013), FIFA World Cup (Ohmann, Jones, and Wilkes 2006), conventions (Hiller 1995), ICC Cricket World Cup (Lorde, Greenidge, and Devonish 2011), and the Olympic Games (Hiller and Wanner 2011). Mega-events tend to be highly public-everyone knows about the event-yet the short-and long-term impacts of the event on intergroup relations within the communities in which it occurs are largely unstudied (e.g., Kaplanidou et al 2013;Ward and Berno 2011).…”

How Sport Tourism Event Image Fit Enhances Residents’ Perceptions of Place Image and Their Quality of Life

“…When hosting an event, it is considered as one of the components for attracting tourists, which may offer benefits for the local community. A tourism study has found that the destination of the host and the sporting event (place image) are related to one another in tourists' thoughts, which subsequently affects their cognition regarding the host [49]. Thus, the following hypotheses were proposed as follows:…”

Imagem De Eventos Turísticos: Perspectivas Do Festival Brasileiro Da Cerveja, Blumenau - Sc

“…As fontes de informação se referem à quantidade e à natureza diversa de fontes de informação às quais os indivíduos estão expostos, incluindo promoção, opiniões dos outros, relatórios de mídia, cultura popular e experiência pessoal dos turistas. Os fatores pessoais podem ser agrupados em três tipos: sociodemográficos (sexo, idade, nível de educação, ciclo de vida familiar, classe social, local de residência), fatores psicológicos (motivações, valores, estilo de vida, personalidade) e da experiência de viagens anteriores (DENG;LI & SHEN, 2013).…”

“…This article analyzes the image of the Brazilian Beer Festival, held in Blumenau, Santa Catarina, from the perspective of the public who attended the event. We used Deng, Li and Shen (2013) as a theoretical and methodological basis for this study, developing a scale to measure the image of the event. We developed a descriptive and quantitative analysis to accomplish our research objectives, though a questionnaire, which was administered to 507 people who visited the four-day event in March 2013.…”