The Influence of Image on Conference Attendees Future Behavioural Intentions by Linlin Cui A Thesis presented to The University of Guelph In partial fulfillment of requirements for the degree of Master of Science in Tourism and Hospitality Management Guelph, Ontario, Canada Linlin Cui, 05, 2016
ABSTRACT THE INFLUENCE OF IMAGE ON CONFERENCE ATTENDEES FUTURE BEHAVIOURAL INTENTIONS Linlin Cui University of Guelph, 2016 Advisor: Dr. Statia Elliot This study investigates the relationship among event image, destination image, and business event attendees future behavioural intention toward a host destination and a conference, building on cognitive-affective-conative theory and image-satisfaction-loyalty modeling. To gather the data about event image, destination image, and behavioural intentions, a survey of conference attendees was conducted at the 2015 Ontario Tourism Summit. Principal component analysis was applied to confirm variables for each construct, and multiple regression analysis was used to test these relationships. The results show that, firstly, each image component of the study played a unique role: destination affective image and destination cognitive image influenced intentions to recommend Toronto, while destination cognitive image and event image influenced intentions to attend a future conference. Secondly, overall satisfaction directly influenced intentions to both recommend Toronto, and revisit Toronto, and indirectly influenced intentions to re-attend the conference. Theoretical and practical implications are interpreted and future study suggestions are offered.
ACKNOWLEDGEMENTS This thesis would not have been possible without the support and guidance of many people. I am grateful to my advisor, Dr. Statia Elliot, who is my guide and constant source of support through this process. She always gives me advisable suggestions when I was at a loss. Her decisive leadership style helped me to do so much more than I would have though possible. I would like to thank my committee members, Dr. Stephen Smith and Dr. Michael Von Massow. I deeply appreciate the help from Dr. Stephen Smith with my data analysis. I will always remember the Dr. Stephen Smith s patience when replying my email, and explaining methods to me. I would also like to appreciate Dr. Michael Von Massow s valuable comments, from which I always generate new ideas. My thanks also go to the staffs in the School of Hospitality, Food, and Tourism Management, for providing such a good academic environment. Last but not least, I would like to thank all my friends and family for their support throughout my entire graduate experience. iii
Table of Content Chapter 1:Introduction... 1 Chapter 2: Literature Review... 3 2.1 Convention tourism from the attendees perspective... 3 2.2 Research Concepts... 9 2.2.1 Image of the event and destination... 9 2.2.2 Satisfaction... 11 2.2.3 Loyalty (behavioural intention)... 12 2.3 Influencing Factors of Attendees Behavioural Intentions... 13 2.3.1 Image and behavioural intentions... 13 2.3.2 Overall satisfaction and behavioural intentions... 15 Chapter 3: Theoretical Framework and Model Development... 17 Chapter 4: Methodology... 21 4.1 Research design and sampling... 21 4.2 Survey instrument... 21 4.3 Data analysis... 26 Chapter 5: Findings... 30 5.1 Data characteristic... 30 5.2 Demographic profile... 33 5.3 Principal Component Analysis... 36 5.4 Multiple Regression Modeling... 40 5.4.1 Test 1 from images and overall satisfaction to behavioural intention to recommend Toronto to others... 41 5.4.2 Test 2 from images to behavioural intention to recommend Toronto to others... 42 5.4.3 Test 3 from images and overall satisfaction to behavioural intention to revisit Toronto as a leisure tourist... 43 5.4.4 Test 4 from images to behavioural intention to revisit Toronto as a leisure tourist... 44 5.4.5 Test 5-from images and overall satisfaction to behavioural intention to attend the 2016 iv
conference... 45 5.4.6 Test 6 from images to behavioural intention to attend the 2016 conference... 46 5.5 Hypothesis Test... 47 5.5.1 Measuring the effect of image on attendees behavioural intentions... 47 5.5.2 Measuring the Indirect Effect of Overall Satisfaction... 49 Chapter 6: Discussion and Conclusion... 50 Chapter 7: Implications, Limitations and Future Research... 53 7.1 Implications... 53 7.1.1 Implications for theory... 53 7.1.2 Implications for practice... 54 7.2 Limitations and future research... 55 Bibliography... 57 v
List of Tables Table 2-1 Overview of relevant studies of event image, destination image, and behavioural intention...6 Table 4-1 The measurements of constructs...25 Table 4-2 Multiple regression tests...27 Table 5-1 Data characteristics of 29 items...31 Table 5-2 Times been to Toronto (n=128)...33 Table 5-3 Demographic information of respondents (N=128)...35 Table 5-4 Principal component analysis results with Varimax rotation of 25 image items...37 Table 5-5 Principal component analysis results with Varimax rotation of 19 image items...39 Table 5-6 Image and overall satisfaction affecting behavioural intention toward destination (recommendation)...42 Table 5-7 Image affecting behavioural intention toward destination (recommendation)...43 Table 5-8 Image and overall satisfaction affecting behavioural intention toward destination (revisit)...44 Table 5-9 Image affecting behavioural intention toward destination (revisit)...45 Table 5-10 Image and overall satisfaction affecting behavioural intention toward attending 2016 conference...46 Table 5-11 Image affecting behavioural intention toward attending 2016 conference...47 Table 5-12 The results of multiple regression tests...48 List of Figures Figure 3-1 Conative-cognitive-affective model (Gartner, 1994)...17 Figure 3-2 Image-satisfaction-loyalty model (Chi & Qu, 2008)...19 Figure 3-3 Conceptual model...20 Figure 4-1 Indirect Effect Equation Judd and Kenny (1981)...29 vi
Chapter 1:Introduction It has been recognized that business events can create powerful momentum for tourism development (Li & Tan, 2015; Gursoy, Kim & Uysal 2004, Getz 2008,). Business events are not only a type of destination attractor, but also a marketing attribute to promote a place, to increase a destination s competiveness, to attract more visitors, and to increase their spending (Getz & Page, 2015). Based on a report released by Meeting Professionals International (MPI) Canada Foundation in April 2014, over 585,000 business events, which include meetings, incentives, conventions, and exhibition (MICE), were held in 2012, providing more than 160,000 jobs in Canada (Event Spectrum, 2014). In recent years, there has been a remarkable boom of convention and exhibition centers in cities and in resorts, aiming to attract higher spending visitors (Lu & Cai, 2011), to pursue economic benefits, and to expand the tourist season of destinations (Deng, Li & Shen, 2015). Rogers (1998) predicated that convention tourism would be a fast growing tourism segments during the early years of the 21st century. Var, Cesario, and Mauser (1985) pointed out that the destination managers and the convention organizers should share a common goal of pursuing a maximum number of attendees. Zhang, Leung, and Qu (2007) also addressed that the more attendees, the more the host destination and the convention organizer will gain. Therefore, understanding the factors influencing attendees behavioural intention is important not only to the host destination but also to the convention organizers. 1
In recognizing the significance of the convention, many have researched the topics of convention planners image formation process and decision-making process (Lee, Parrish & Kim, 2015; Oppermann, 1996; Papadopoulos, Elliot & Szamosi, 2014); attendees motivations (Price, 1993; Malek, Mohamed & Ekiz, 2015); attendees satisfaction (Siu, Wan & Dong, 2012; Wang, Yang, Zhu & Yu, 2014); attendees loyalty to the convention (Li & Tan, 2015; Tanford, Montgomery & Nelson, 2012). However, the attendees future behavioural intention to the host destination and to the convention are largely ignored in the literature, despite the fact that investigating this topic has potential to directly benefit the host destination and conference. The relationship among event image, venue image, destination image, behavioural intention to the destination and behavioural intention to the convention needs further investigation, not only to address a research void, but also because investigating this relationship can help destinations and convention reposition or improve their image to attract more tourists and attendees, and to gain more economic benefits. Therefore, the purpose of this study is to address the relationship among event image, venue image, destination image, and conference attendees future behavioural intention to the host destination and the conference. Among different types of business events, this study focuses on conference attendees. Specifically, there are three research objectives: (1) to identify the influence of image on conference attendees behavioural intentions; (2) to confirm the relationship among cognitive image, affective image, and behavioural intentions based on Gartner s (1994) model; and, (3) to examine the effect of overall satisfaction on conference attendees behavioural intentions. 2
Chapter 2: Literature Review 2.1 Convention tourism from the attendees perspective Getz and Page (2015) reviewed 755 articles about event tourism from 1909 to 2014, and discovered that the major themes in the literature on convention and tourism include meeting planners, technology, economic impact assessments, venue selection, evaluation of satisfaction, the impact of destination image on attendance, and the decision-making processes of attendees. Yet, gaps still remain in the area of convention tourism from the attendees perspective. Event image and behavioural intention toward the destination and the conference are still an understudied area of convention tourism. Researchers have investigated the convention planner s decision-making process more often than attendee s decision-making process, going back to the 1970s (Baloglu & Love, 2005; Chacko & Fenich, 2000; Oppermann, 1996; Taylor, 1976). Price (1993) was one of the first authors to systematically conduct research about the attendees decision-making process. However, his study was mainly focused on attendees decision to participate in conventions. After 2005, the research focus shifted to the analysis of the attendees satisfaction. Bauer, Law, Tse and Weber (2008), Breiter and Milman (2006), Robinson and Callan (2005), and Siu, et al. (2012) are all interested in investigating the attendees satisfaction. Based on their studies, specific factors of attendees satisfaction emerged location and image, price/value, competence, parking fee, foodservice, directional road signage, facility features, business events networking/business opportunities, and event content. Around 2010, many researchers (Kim, Lee 3
& Love, 2009; Severt, Wang, Chen & Breiter, 2007; Tanford, et al., 2012) were intrigued by the research topic that combined satisfaction with behavioural intention toward the convention. They believe that attendees highly satisfied with a convention will be more likely to return to the conference and spread positive word-of-mouth. However, in these studies, the behavioural intention investigation was mainly focused on the attendees behavioural intention toward a convention, not a destination. The question of whether convention attendees would visit the host destination as leisure tourists after the business event was almost ignored by researchers until 2011, when Lu and Cai (2011) published their articles about the relation among event image, venue image, destination image, and convention attendees loyalty to the destinations. From their research, venue and destination image were found to influence attendees loyalty to a destination. Table 2-1 lists the relevant studies of the research topic the relationship among event image, venue image, destination image and attendees behavioural intention to the host destination and to the convention. Discovering the factors that stimulate business attendees to revisit the host destination as leisure tourists is potentially important because it has been suggested that around 40% of convention attendees would revisit the host destination as leisure tourists with their family members (Business Tourism Partnership, 2004). It is also valuable to continue investigating attendees behavioural intentions to attend the convention because it can help convention organizers to assess the performance of the convention as well as to attract more attendees for future conventions (Severt, et al., 2007). In an effort to enrich the extant literature, this study intends to analyze the relations among event image, venue image, destination image 4
and attendees behavioural intentions toward the host destination and the convention. 5
Table 2-1 Overview of relevant studies of event image, destination image, and behavioural intention Study Constructs Methodology Sampling Findings Analytic techniques Mitchell, Schlegelmilch, and Mone, (2015) Attendees value, business event Semi-structured interviews with respondents from six countries 18 customers and 17 providers Social value, learning value, emotional value, and hedonic value are four impetus for attendees to attend the business event Qualitative method In-depth interview, Deng, Li and Shen, (2015) Event image expert opinion, survey at 2010 Shanghai World Expo, 7-point 725/800 Survey (Shanghai) Five factors of Event image are discovered, which are benefit, facility, service, theme, and event content EFA, CFA Likert-type scale Chi and Qu, (2008) Destination image, destination loyalty, satisfaction On site questionnaire collected from Eureka Spring Welcome Center, 7-point Likert scale 385/427 Survey (China) 1.Tourist attribute satisfaction was directly influenced by destination image. 2.Satisfaction will influence tourists loyalty to destination. 3.Destination image has a positive influence on destination loyalty. EFA, SEM, CFI 6
Liu, Li, and Yang, (2015) Behavioural intentions, destination image, satisfaction On sight questionnaire collected on Macau, 7-point Likert scale 835 respondent (Macau) 1.Destination image can affect not only visitors satisfaction but also visitors behavioural intentions. 2.Satisfaction is a moderating factor between destination image and behavioural intention. EFA, CFA, SEM 1.Arrangements carried out at request and cleanliness of facilities are most important Robinson and Callan, (2005) Satisfaction, conference, attributes Focus groups, in-depth interviews, Survey 547 Survey (UK) attributes of attendees satisfaction; 2. The quality of food, the value for money and the quality of facilities and service are Focus groups also important items of attendees satisfaction. Breiter and Milman (2006) Attendees need, service priorities Focus group, self-administered questionnaire collected from attendees 566 Survey (Orland, FL, USA) Attendees concerns are about price associated with parking, foodservice inside and outside of the building, and quality of the facilities in the meeting room. Focus groups Wang., Yang., Zhu and Yu (2014) Satisfaction Content analysis, fuzzy evaluation, importance-performance analysis (IPA) Data collected from 4 tourists, blogs Quality of event, environment, and services are important factors in attendees, satisfaction Content analysis 7
Lu and Cai (2011) Image, Loyalty, satisfaction, convention and exhibition tourism On sight questionnaire collection from business attendees at convention and exhibition, interview conducted at the events, 7 and 5-point Likert scale 242/262 Survey (China) 1.Event image and destination image significantly influence attendees loyalty to host destination; 2.Event image is the most influential one that will influence attendees conference loyalty; 3.Satisfaction has no impact on attendees loyalty EFA, CFA Deng & Li (2013) Event image, destination image, behavioural intentions Self-administered survey collection from Chinese domestic leisure tourists who have attended the 2010 Shanghai World Expo 725/800 Questionnaires (China) 1.Event image has a strong positive effect on the destination image; 2.both event image and destination image have a positive influence on attendees intention to destination EFA, SEM, CFA, MLE 8
2.2 Research Concepts 2.2.1 Image of the event and destination The term image is said to be a reflection or representation of sensory or conceptual information (Dann, 1996). People have their own image of everything or everyplace they have encountered or been. To understand the relationships among event image, venue image, and destination image, we firstly need to know these concepts separately. The concept of event image has not been studied extensively. Several relevant definitions can be found. Gwinner (1997) defined event image as event attendees overall interception of meanings or associations of the event. In Deng, et al. s (2015) study, the definition of event image borrows the definition of brand image presented by Keller (1993). The definition of event image is perceptions of an event as reflected by the associations in consumer s memory (Deng, et al, 2015, p.294). The brand image proposed by Keller (1993) is based on the associative network memory model (ANMM), which emphasizes that human memory can be understood as a network of nodes and connecting links (node means stored information or concepts; link means the strength of association between this information and concepts). The reason why event image can be interpreted as brand image is that Deng, et al. (2015) thinks event image can also be seen as a part of human memory or knowledge. The current study will follow Deng, et al. s (2015) definition of event image given its comprehensive theoretical basis. However, it becomes evident that the majority of these researchers are conceptualizing event image in terms of lists of attributes, and not in terms of holistic impressions. Activities, 9
opportunities, and educational benefits have been utilized as the attributes of cognitive business event image (Lu & Cai, 2011; Severt, et al., 2007). Deng, et al. (2015) also includes facilities, services, theme, and event content as factors of event image. Li, Song and Collins (2014) and Lu and Cai (2011) also emphasized and investigated the affective image of business event, as: sleepy / arousing, unpleasant / pleasant, gloomy / exciting, stimulating / unstimulating, poor / excellent, healthy / unhealthy, ugly / beautiful, unsupportive / supportive, and distressing / relaxing. The research conducted by Lu and Cai (2011) and Deng, et al. (2015) introduced the venue image. Unlike Deng, et al (2015), who combined event image (benefit, event content, and theme) together with venue image (facilities and service), Lu and Cai (2011) believe venue image should be investigated separately from event image and destination image. Similar to event image, venue image is typically accessed by listing attributes. Three factors were included in the Lu and Cai s (2011) cognitive venue image construct service encounters, facilities and equipment, and overall environment. Other studies related to business events focus on the conference center factors (Breiter & Milman, 2006; Siu, et al., 2012; Wu & Weber, 2005). Overall, these five articles, including Deng, et al. s (2015) and Lu and Cai s (2011) articles, all emphasis the importance of the cleanliness of the convention center, convention service facilities and equipment, and the service from staff. The current study will follow Lu and Cai s (2011) study separating venue image from event image. The definition of venue image will also use Deng, et al. s (2015) definition of event 10
image, which is perceptions of an event as reflected by the associations in consumer s memory (Deng, et al., 2015, p.294), because, in Deng, et al. s (2015) study, venue image is included in event image. Destination image has been extensively investigated (Baloglu & McCleary, 1999; Beerli & Martin, 2004; Lu & Cai, 2011). The definition of destination image applied by most emphasizes the cognitive (beliefs and knowledge about a place or destination) and affective (the feeling about a place or destination) components of image. Baloglu and McCleary (1999) define image as a set of beliefs, ideas, and impressions that people have of a place or destination (p. 871). Tasci, Gartner, and Cavusgil (2007) believe image should be studied in an integrated manner, and define image as an interactive system of thoughts, opinions, feelings, visualizations and intentions toward a place or destination (p. 200). The current study will follow the definition of destination image by Baloglu and McCleary (1999), because their definition includes both cognitive image and affective image, both considered as important components of a destination. 2.2.2 Satisfaction According to Olive (1993), satisfaction is a sense of fulfillment: the purchase behavior can fulfill customers needs, desires, goals, and so on, and can make customers feel pleasure. Satisfaction in the context of tourism has been viewed as a mediator variable between destination image and loyalty (Chen & Tsai, 2007; Chi & Qu, 2008; Žabkar, Brenčič & Dmitrović, 2010). Satisfied tourists will be more likely to spread positive word-of-mouth, and be repeat visitors (Chi & Qu, 2008, Žabkar, et al., 2010; Yoon & Uysal, 2005). 11
There are two common ways to investigate tourists satisfaction overall satisfaction and attribute satisfaction. Kaplanidou and Vogt (2007), Lu and Cai (2011), and Li, et al. (2014) utilized overall satisfaction as a mediator variable between destination image and loyalty from event attendees perspective. However, according to Olive (1993), attribute satisfaction and overall satisfaction are two distinctive but related concepts. It is believed that attribute satisfaction has important, positive, and direct effects on overall satisfaction; and it captures a significant amount of variation in overall satisfaction (Olive, 1993; Chi & Qu, 2008). Kim, et al. (2009) used service delivery, food content, recognition of personal preference, and menu selection as four attributes of attendees satisfaction. The research of Tanford, et al., (2012) included five factors of attendees satisfaction program, networking, external activities, location, and cost. 2.2.3 Loyalty (behavioural intention) Loyalty is one of the most popular and important areas in destination research. The theory of tourists loyalty was built from the theory of consumers loyalty to products. According to Oppermann (2000), customers loyalty includes two parts: behavior and attitude. Under behavior, three items are identified: sequence of purchase, proportion of purchase, and probability of purchase. The reason why attitude needs to be investigated when measuring customers loyalty is that sometimes customers buy products repeatedly just because of the time convenience, monetary rewards, lack of substitutes or lack of information on substitutes, rather than the commitment to the brand (Day, 1969). Revisit behaviour and word-of-mouth are most often 12
considered by researchers, when they consider the theory of tourists loyalty to destination and to conference (Chen & Tsai, 2007; Lu & Cai, 2011; Žabkar, et al., 2010). However, there are many authors using the term Behavioural Intention instead of Loyalty (Chen & Chen, 2010; Chen & Tsai, 2007; Jang & Feng, 2007; Lee, Graefe & Burns, 2004;), but the measurement of these two constructs is quite similar. When measuring the tourists behavioural intention or loyalty, both tend to use revisit behavior and recommendation (Chen & Chen, 2010; Chen & Tsai, 2007; Kim, Lee & Kim, 2012; Lee, et al., 2004; McDowall, 2010;). The reasonable explanation of this situation is that: behavioural intention is one stage of loyalty. Oliver (1999) discovered that loyalty could be divided into four stages cognitive loyalty (loyalty based on brand belief only), affective loyalty (liking the brand), conative loyalty (behavioural intention), and action loyalty (motivated intention transformed into readiness to act). Therefore, it may be that researches investigating tourists loyalty to a destination are investigating tourists conative loyalty, which can also be termed as behavioural intention (Chen & Chen, 2010; Kim, et al., 2012; Oliver, 1999). This study will use the term Behavior intention to investigate business attendees loyalty to the host destination and to the conference. 2.3 Influencing Factors of Attendees Behavioural Intentions 2.3.1 Image and behavioural intentions The relationship between image and behavioural intentions has been primarily studied from tourists perspectives, more so than from conference attendees perspectives. Studies about 13
convention tourism show that attendees behavioural intentions will be influenced by event image, venue image, and destination image (Lu & Cai, 2011, Deng & Li, 2013) As for the relation between convention s event image and behavioural intention, Lu and Cai (2011) made great contribution, by analyzing the relation among convention s event image, destination image and attendees behavioural intention to host destination and convention, by distinguishing venue image from event image. From their research, event image has no influence on attendees loyalty to host destinations, but venue image will influence attendees loyalty to host destinations. In addition, their results also show that among event image, venue image, and destination image, venue image is the most influential to influence attendees loyalty to convention. However, Deng and Li s (2013) study, including venue image in event image, shows that event image does not directly influence attendees behavioural intentions. Their results show that event image indirectly influences attendees behavioural intentions through destination image. Baloglu, (2000), Chen and Tsai (2007), and Zhang, Fu, Cai, and Lu (2014) find a positive impact of destination image on tourists intentions, while fewer have conducted research from the attendees perspective. Chen and Tsai (2007) discovered that destination image would have a direct influence on tourist s behavioural intentions (intention to revisit and willingness to recommend). Their results show that destination image not only influences the decision-making process but also conditions after-decision-making behaviors of tourists. Lu and Cai (2011), and Deng and Li s (2013) study also show that destination cognitive image and affective image will 14
influence event attendees behavioural intention toward the host destination and conference. Therefore, it is necessary to investigate the relation between Image and behavioural intention from conference attendees perspective, because conference attendees likely have a different image formation process than leisure tourists, and because finding out this relationship can help the destination attract more tourists and can help the conference planners select an ideal destination. 2.3.2 Overall satisfaction and behavioural intentions The relationship between attendees satisfaction and behavioural intention toward the conference has been widely studied (Kim, et al., 2009; Severt, et al., 2007; Tanford, et al., 2012), more so than the relationship between attendees satisfaction and behavioural intention toward the destination. Tanford, et al. (2012) discovered that if attendees feel satisfied with a convention, they would be more loyal and less likely to switch conventions. The research conducted by Severt, et al. (2007) deeply investigated behavioural intentions toward the conference. Their results show that satisfaction will have a more significant impact on return intention than WOM, and the more conferences an attendee attends, the more positive recommendation an attendee will promote. However, research conducted by Hahm, Breiter, Severt, Wang, and Fjelstul (2016) to understand the influence of the sense of community on attendees future intention did not show a direct line between satisfaction and future intention to attend a future conference. The result indicates that the sense of community (social bonding, sense of belonging, emotional connection, and 15
relationship) is a better predictor of future intention than overall satisfaction. By contrast, there are not a lot of studies about the relationship between attendees satisfaction and behavioural intention to revisit a destination. In addition, the relationship between satisfaction and behavioural intention to a destination from tourists perspective is different from conference attendees perspective. Lu and Cai (2011) and Kaplanidou and Vogt (2007) discovered that attendees satisfaction has very little impact on attendees loyalty to destination, which is opposite to the conclusion found by most (Chen & Tsai, 2007; Chi & Qu, 2008; Kim, et al., 2009). In sum, because of contradictory conclusions, the relationship between satisfaction and attendees future intention toward the destination and the future conference needs more investigation. 16
Chapter 3: Theoretical Framework and Model Development The focus of this study is on examining the relationships among event image, venue image, destination image, and attendees behavioural intentions toward the host destination and toward the conference. To achieve this aim, a cognitive-affective-conative model (Gartner, 1994) and image-satisfaction-loyalty model (Chi & Qu, 2008) will be the foundation for this study. In order to understand the behavioural intentions of convention attendees, this study will build upon Gartner s model (1994), which shows that tourists conative image (also known as behavior intention) is influenced by cognitive image and affective image (Figure 3-1). Cognitive image refers to beliefs and knowledge about the destination, affective image means the feelings about the destination, and conative image means tourist s behavioural intentions based on this information (Agapito, Oom do Valle & da Costa Mendes, 2013; Baloglu & McCleary, 1999; Dann, 1996; Pike & Ryan, 2004). Cognitive image Affective image Conative image Figure 3-1 Conative-cognitive-affective model (Gartner, 1994) This model has been empirically supported by many authors (Pike & Ryan, 2004; del Bosque & San Martin, 2008; Agapito, et al. 2013). For example, a study by del Bosque and San Martin (2008), conducted in a destination in Spain, further reinforces this finding. The study found that tourists who have a more positive cognitive and affective destination image would be 17
more likely to revisit the destination and have positive word-of mouth (WOM). Agapito, et al. (2013) conducted research in Lagos using interviews and surveys, and the results show that cognitive and affective image of destination can be the predictor variables of tourists behavioural intentions to the destination. Besides the direct influence of destination image on behavioural intentions, satisfaction is widely accepted as a mediator variable between destination image and behavioural intentions (Chen & Tsai, 2007; Chi & Qu, 2008; Žabkar, et al., 2010). The results of Chi and Qu s (2008) study show that tourist overall satisfaction was determined by destination image, and tourists behavioural intention was influenced by overall satisfaction. Figure 3-2 shows the general relations among destination image, overall satisfaction, and behavioural intentions. These relations are also tested in the context of convention tourism (Lu & Chi, 2011, Tanford, et al., 2012; Kim, et al., 2009; Severt, et al., 2007; Li, et al., 2014). Most studies (Tanford, et al., 2012; Kim, et al., 2009; Severt, et al., 2007) support the indirect influence of overall satisfaction on attendees behavioural intentions, while some studies (Hahm, et al., 2016; Lu & Cai, 2011) did not support it. 18
Image Behavioural intentions Overall satisfaction Figure 3-2 Image-satisfaction-loyalty model (Chi & Qu, 2008) In sum, a cognitive-affective-conative model (Gartner, 1994) and a mediator role played by overall satisfaction needs more investigation in the area of convention tourism. Figure 3-3 is the conceptual model of this study, which combines cognitive-affective-conative model (Gartner, 1994) and image-satisfaction-loyalty model (Chi & Qu, 2008). The overriding hypothesis of this research is: H 1 : Conference attendees images influence their behavioural intention toward both the destination and future conferences. To test this hypothesis, this study will explore the influence of various components of event and destination image, and the role of satisfaction in indirectly influencing behavioural intentions. In order to discover the most influential factors of attendees behavioural intentions, three behavioural intentions will be tested as dependent variables separately, with four image factors as independent variables. At the same time, the indirect effect of overall satisfaction on behavioural intentions will be tested using Difference of Coefficients Approach (Judd & Kenny, 1981), in two steps conducting a regression analysis with image and overall satisfaction predicting each behavioural intention, and conducting a simple regression analysis with image predicting each behavioural intention. 19
Event image Recommendation Venue image Cognitive image Destination cognitive Image Behavioural Revisit image intentions Destination Affective image affective Re-attend image conference Overall satisfaction Figure 3-3 Conceptual model 20
Chapter 4: Methodology 4.1 Research design and sampling A questionnaire was used in this study to collect data in a systematic way (Tanford, er al., 2012). The questionnaire was developed through a two-stage process. Firstly, in order to generate the measurement items of the questionnaire, an in-depth literature review was conducted based on the concepts of event image, destination image, and behavioural intention. Secondly, in order to fit the selected conference theme, the questionnaire was modified after discussion with the conference manager. In this study, seven well-trained researchers were responsible for data collection, which was conducted during the 2015 Ontario Tourism Summit at the Westin Prince hotel in Toronto, Ontario, Canada. The respondents were randomly approached at the Westin Prince Conference Center during a 30-minute networking break time. Among 467 attendees who attended this summit, 136 attendees filled in the questionnaire, and 31 attendees rejected the request. Of the 136 collected questionnaires, 128 were completed and usable for data analysis, resulting in 94.1% effective completion rate, and an 81.4% response rate. 4.2 Survey instrument The final questionnaire has three parts and 10 questions to measure a total of 35 items. Part one has one question, to know how many times participant have been to Toronto. Part two has five questions, which are about four constructs event image, venue image, destination image, 21
satisfaction and behavioural intentions. Part three has four background questions. The measurements of each construct are generated from the business event tourism, destination image, and destination loyalty literatures. This study will use overall satisfaction as the measurement of satisfaction, and the items of the other four constructs are proposed as follow (Table 4-1). (1) Event image. Based on existing research, three factors of event image are used most often (Deng & Li, 2013; Deng, et al., 2015; Lu & Cai 2011; Severt, et al., 2007). These are quality of attendees, activities and opportunities, and venue image. This study will also mainly focus on these three factors (Table 4-1). A question of the quality of attendees is the first item. As for the activities and opportunities, four items will be included 1. Association-related activities: activities that attendees join during the business event; 2. Business opportunities: attendees who attend a business event typically represent their company, so they may have opportunities to broaden their company s business by establishing relationships with other attendees; 3. Learning opportunities: the knowledge gained from the business event; 4. Social opportunities: meet different people and build relationships socially. The selected five event image items were rated on a 5-point Likert-type scale where 1=poor, 3= average, and 5=excellent. (2) Venue image. There are three important venue image factor proposed by different authors (Breiter & Milman, 2006; Deng & Li, 2013; Deng, et al., 2015; Lu & Cai, 2011; Siu, et al., 2012; Wu & Weber 2005), which are venue environment, venue service, and venue 22
facilities/equipment. For venue environment, it includes hotel conference environment, hotel accommodation environment, and food and beverage facilities. For venue service, it includes hotel conference service, hotel accommodation service, and food and beverage service. For venue facilities/equipment, it includes hotel conference amenities, hotel accommodation amenities, and food and beverage quality. The respondents were asked to rate items on a 5-point Likert-type scale where 1=poor, 3= average, and 5=excellent. (3) Destination image. Most studies of destination image are conducted from a leisure tourist s perspective. However, leisure tourists and business tourists have both similarities and differences in terms of the formation of destination image. Through reviewing the literature about destination image, there are eleven cognitive factors mentioned by many authors attractions, weather, culture, friendly people, accommodation, service, value, transportation, activities, shopping facilities, and safety (Chi & Qu, 2008; Kaplanidou & Vogt, 2007; Kim & Yoon, 2003; Lin, Morais, Kerstetter, & Hou, 2007; Mendes, Do Valle, & Guerreiro, 2011; Sönmez & Sirakaya, 2002; San Martín & Del Bosque, 2008). The formation process of destination image of these two types tourists is greatly influenced by the attractions and high quality of accommodation (Chi & Qu, 2008; Echtner & Ritchie, 1991; Kaplanidou & Vogt, 2007; Kim & Yoon, 2003; Lin, et al., 2007; Mendes, et al., 2011; Sönmez & Sirakaya, 2002; San Martín & Del Bosque, 2008). However, leisure tourists focus more on variety of activities (Lin, et al., 2007; Sönmez & Sirakaya, 2002). Business attendees visit a destination mainly for a conference or exhibition; that means he/she cannot decide where to 23
go and has less time to explore a destination. Therefore, they may be less concerned about the activities, but more influenced by the accommodation, safety and security (Lu & Cai, 2011; Mendes, et al., 2011). Based on the discussion above, and because the measurement of service and accommodation is included in the event image, the cognitive destination image will include climate, attractions, price, shopping facilities, safety and security, and accessibility. The affective image will include sleepy/arousing, unpleasant/pleasant, gloomy/exciting, distressing/relaxing, and unfriendly/friendly. Items of the destination cognitive image were also rated on a 5-point Likert-type scale where 1=poor, 3= average, and 5=excellent. The items of the destination affective image were rated by Semantic differential scale where 1= Sleepy, Unpleasant, Gloomy, Distressing, and Unfriendly, and 7= Arousing, Pleasant, Exciting, Relaxing, and Friendly. (4) Overall satisfaction. Along a 5-point Likert-type scale, attendees were asked to evaluate their satisfaction with overall experience (1= Very dissatisfied, 3= Neither satisfied nor dissatisfied, and 5=Very satisfied). (5) Behavioural intention. Behavioural intention has been widely studied in the context of tourist destination. Because revisit intention and positive world-of-mouth are commonly used as the measurements of behavioural intention (Chen & Chen, 2010; Chen & Tsai, 2007; Kim, et al., 2012; Lee, et al., 2004; McDowall, 2010), this study will also use these two items to measure business attendees behavioural intention to visit the destination, and use 24
future intention to attend the conference to measure business attendees behavioural intention toward the conference. The respondents were asked to rate items on a 5-point Likert-type scale where 1= not at all, 3= neither unlikely nor likely, and 5=extremely likely. Table 4-1 The measurements of constructs Constructs Factors Items Reference Quality of attendees Deng and Li Association-related activities (2013); Deng, et al. Event image Activities and opportunities Business opportunities Learning opportunities Social opportunities (2015); Lu and Cai (2011); Severt, Wang, Chen and Breiter (2007) Hotel conference environment Breiter and Milman Venue environment Hotel accommodation environment (2006); Deng and Li Food & beverage facilities (2013); Deng, et al. Venue Hotel conference service (2015); Lu and Cai image Venue service Hotel accommodation service (2011); Siu, et al. Food & beverage service (2012); Hotel conference facilities Wu and Weber Venue facilities Hotel accommodation facilities (2005) Food & beverage quality Toronto Climate Chi and Qu (2008); Toronto Attractions Echtner and Destination image Cognitive image Toronto price Toronto shopping facilities Ritchie, (1991); Kaplanidou and Toronto Accessibility Vogt (2007); Toronto Safety and security Kim and Yoon 25
Sleepy/arousing (2003); Affective image Unpleasant/pleasant Gloomy/exciting Distressing/relaxing Unfriendly/friendly Lin, et al. (2007); Mendes, et al. (2011); San Martín and Del Bosque (2008); Sönmez and Sirakaya (2002). Lu and Cai (2011); Satisfaction Overall satisfaction Kaplanidou and Vogt (2007); Li, et al (2014). Behavioural intentions Behavioral intention toward host destination Behavioral intention toward conference Recommendation Revisit Attend 2016 Ontario Tourism Summit Chen and Chen (2010); Chen and Tsai (2007); Kim, et al., (2012); Lee, Graefe and McDowall (2010); 4.3 Data analysis The data were analyzed according to the following processes. Firstly, frequency analysis was performed to understand the data distribution. Secondly, principal component analysis was carried out to identify the components, or, dimensions of the data that best explain its variance (event image, venue image, destination cognitive image, destination affective image). Thirdly, multiple regression analysis was used to test the relationship between the independent variables 26
(event image, venue image, and destination image and overall satisfaction) and each dependent variable (recommend the destination, revisit the destination, and attend a future conference). All data analysis was performed using SPSS 23.0. Six multiple regressions are run in this study, as listed in Table 4-2. Based on the research objectives and Gartner s (1994) cognitive-affective-conative model, three behavioural intentions represent the dependent variables; and based on the research model (Figure 3-3) and the hypothesis, event image, venue image, destination cogitative image, and destination affective image represent the independent variables for each test. Table 4-2 Multiple regression tests Test Independent variables Dependent variables Event image Venue image Behavioural intention toward destination 1 Destination cognitive image (Recommend Toronto to others) Destination affective image Overall satisfaction Event image Venue image Behavioural intention toward destination 2 Destination cognitive image (Recommend Toronto to others) Destination affective image 3 Event image Venue image Destination cognitive image Destination affective image Overall satisfaction Behavioural intention toward destination (Revisit Toronto as a leisure tourist) 4 Event image Behavioural intention toward destination 27
Venue image Destination cognitive image Destination affective image (Revisit Toronto as a leisure tourist) 5 6 Event image Venue image Destination cognitive image Destination affective image Overall satisfaction Event image Venue image Destination cognitive image Destination affective image Behavioural intention toward conference (Attend the 2016 conference) Behavioural intention toward conference (Attend the 2016 conference) The indirect effect of overall satisfaction is tested in two steps, as proposed by Judd and Kenny (1981). They suggested that the indirect effect can be estimated by computing the difference between two regression coefficients: Bindirect = B B1 (Figure 4-1), where B 1 is from Model 1 (with Overall Satisfaction) and B is from model 2 (without Overall Satisfaction). Using the difference of coefficients approach in this study, X represents four image factors, M represents overall satisfaction, and Y represents three behavioural intentions. Therefore, the indirect effect of overall satisfaction is tested in two steps: first, conducting a regression analysis with all image and overall satisfaction constructs predicting each behavioural intention (Test 1, Test 3, Test 5); second, conducting regression analyses with only image constructs predicting each behavioural intention (Test 2, Test 4, Test 6). 28
c c X M Y b X Y Model 1: Model 2: Figure 4-1 Indirect Effect Equation Judd and Kenny (1981) 29
Chapter 5: Findings 5.1 Data characteristic In total, 35 variables are included in the data set. Those are number of times to Toronto, fourteen items for Event image, six items for Destination cognitive image, five items for Destination affective image, Satisfaction, three items for Behavioural intention, rotation. Additionally, four items were included to capture background information. Table 5-1 shows the mean values and standard deviations of each factor and each item. Event image, venue image, destination cognitive image, overall satisfaction, and behavioural intentions were measured by 5-point Likert-type scale, and destination affective image was measured by 7-point semantic differential scale. Comparing the mean values of image factors using 5-point Likert-type scale, venue image has the highest mean value (4.11) followed by event image (4.08), and destination cognitive image has the lowest mean value (3.88), but is well above the average point. The Standard Deviations (SD) of all factors are below point 1, where the highest SD is for destination affective image (0.872), and the lowest SD is for event image (0.505). The mean values of event image items range from 3.94 to 4.19 with standard deviation (SD) from 0.684 to 0.785, which indicates participants, on average, believe that the image of the 2015 Ontario Tourism Summit was in the above average to below excellent range. Like the items of event image, the items of venue image were also rated as above average level from the participants perspective (mean values from 4.06 to 4.14, with SD from 0. 698 to 0. 899). As for 30
destination cognitive image, the mean values of three items score are above 4, which are Toronto climate (mean=4.04, SD=0.680), Toronto attractions (mean=4.16, SD=0.827), and Toronto shopping facilities (mean=4.10, SD=0.856). However, the mean values of the other three items are below 4: Toronto price (mean=3.30, SD=0.829), Toronto accessibility (mean=3.68, SD=0.900), and Safety in Toronto (mean=0.397, SD=0.786). This indicates that participants, on average, believe Toronto price, Toronto accessibility, and safety to be somewhat average level, but rate them below climate, attractions, and shopping facilities. Participants, on average, have a position evaluation on destination affective image. Expecting an item: distressing/relaxing (mean=4.55), the rest four items mean values are above 5 to below 6. The SD values of destination affective image are above 1, which shows that responses are relatively variable. The mean of overall satisfaction is 4.4 (SD=0.614). Participants, on average, had a positive response about their intention to recommend Toronto to others (mean=4.713, SD=0.638), as well as their intention to attend the 2016 conference (mean=4.43, SD=0837). Compared with these two intentions, the intention to revisit Toronto as a leisure tourist received a relatively low evaluation (mean=3.86), and the responses were more polarized (SD=1.070). Table 5-1 Data characteristics of 29 items Factors Items Item Mean Standard Deviation (SD) Factor Mean (SD) Event image Quality of attendees 4.24 0.687 Association-related activities 3.94 0.684 Business opportunities 3.98 0.684 Learning opportunities 4.07 0.785 4.08 (0.505) 31
Social opportunities 4.19 0.614 Hotel conference environment 4.12 0.767 Hotel accommodation environment 4.10 0.767 Venue image Destination cognitive image Destination affective image Food & beverage facilities 4.13 0.772 Hotel conference service 4.06 0.773 Hotel accommodation service 4.14 0.899 Food & beverage service 4.07 0.790 Hotel conference amenities 4.12 0.711 Hotel accommodation amenities 4.14 0.851 Food & beverage quality 4.09 0.698 Toronto Climate 4.04 0.680 Toronto Attractions 4.16 0.827 Toronto price 3.30 0.829 Toronto shopping facilities 4.10 0.856 Toronto Accessibility 3.68 0.900 Toronto Safety and security 3.97 0.786 Sleepy/arousing 4.01 0.682 Unpleasant/pleasant 4.01 0.677 Gloomy/exciting 3.95 0.756 Distressing/relaxing 3.37 0.817 Unfriendly/friendly 3.79 0.809 4.11 (0.606) 3.88 (0.567) 3.83 (0.581) Satisfaction Overall satisfaction 4.04 0.614 4.04 (0.614) Recommendation 4.37 0.638 Behavioural intentions Revisit 3.86 1.070 Attend 2016 Ontario Tourism 4.34 0.837 Summit 4.20 (0.632) Note: Event image, venue image, destination cognitive image were evaluated by 5-point Likert-type scale, where 1=poor, 3= average, and 5=excellent. 32
Destination affective image was evaluated by 7-point semantic differential scale, where 1= Sleepy, Unpleasant, Gloomy, Distressing, and Unfriendly, and 7= Arousing, Pleasant, Exciting, Relaxing, and Friendly. Overall satisfaction was evaluated by 5-point Likert-type scale, where 1= Very dissatisfied, 3= neither satisfied nor dissatisfied, and 5=Very satisfied. Behavioural intentions were evaluated by 5-point Likert-type scale, where 1= not at all, 3= neither unlikely nor likely, and 5=extremely likely. 5.2 Demographic profile In the sample of 128 attendees (Table 5-2), most are familiar with the city, in that 64 (50.0%) have come to Toronto more than 5 times, followed by 43 (33.6%) attendees who live in Toronto, 11 (8.6%) who commute to Toronto for work, and only 4 (3.1%) had never been to Toronto before. Table 5-2 Times been to Toronto (n=128) How many times have you been to Toronto Frequency Percentage First time 4 3.1 1-5 Times 1 0.8 More than 5 times 64 50.0 I live here 43 33.6 I commute here for work 11 8.6 Other 5 3.9 Total 128 The demographic profile of the respondents is presented in Table 5-3. Of the 128 33