Family life cycle and preferences for a mega-sporting event package: The case of the 2018 PyeongChang Winter Olympic Games

Abstract

Mega-sporting events often contribute to both financial and nonfinancial aspects of a destination. Nonetheless, several problematic issues (e.g. risk/safety issues, high travel costs, and online broadcasting) require a hosting destination focusing more on marketing and promotion strategies to boost event attendance. As such, this study aims to understand the optimal bundling package strategy for a mega-sporting event by investigating the effect of customers’ life cycle stage on their preferences in purchasing an event-related package. Several event package features used in this study are important determinants of mega-sporting event participation. More important, respondents in different family life cycle stages showed different levels of sensitivity to each package attribute, thereby constructing different preferences. The result of this study would be useful information for designing more attractive mega-sporting event packages and/or target marketing strategies focusing on different life stages.

Exploring the Festival Attendees’ Experiences on Social Media: A Study on the Guangzhou International Light Festival

“…Festivals have been classified as special events and manifestations of the experience economy (Hoksbergen & Insch, 2016), which attract great attention from both attendees and scholars (Getz & Page, 2016). Although social media research on festival experiences is still relatively limited, a few studies have examined mega-sporting events (Jeong & Kim, 2019; H. Kim et al, 2021; Lim et al, 2015), which are relevant to this topic.…”

Will your majesty marry me? The effect of royal weddings on the tourism industry

“…Events are a critical component in destination strategy (Kim and Chalip, 2004;Todd et al, 2017), and consequently, event tourism has sparked considerable research interest. The literature shows that events have been analyzed from different perspectives (Mair and Whitford, 2013): sociocultural studies, where elements such as place identity or social capital are addressed (Larsen and Baerenholdt, 2019); studies that look into the attitudes, motivations, and perceptions of residents and visitors (Chi et al, 2018;Kim et al, 2020Kim et al, , 2019Wassler et al, 2019); environmental studies, in which event sustainability is the central topic (Merrilees and Marles, 2011); political analyses, where the relationships between communities, event organizers, and governments are examined (Dredge and Whitford, 2011); management studies, in which managerial aspects of events are analyzed (Higgins-Desbiolles, 2018;Mariani and Giorgio, 2017); economic studies, where the main focus of interest is the economic impact of events (Ramchandani and Coleman, 2012) or even the implementation of weather derivatives in cultural events (Martínez and Tarrazon-Rodon, 2019).…”