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Segmentation of Mega Event Motivation: The Case of Expo 2010 Shanghai China

Choong‐Ki LeeCollege of Hotel and Tourism , Kyung Hee University , 1 Hoegi-dong, Dongdaemoon-gu, Seoul , 130-701 , South KoreaSoo K. KangCollege of Hotel and Tourism , Kyung Hee University , 1 Hoegi-dong, Dongdaemoon-gu, Seoul , 130-701 , South Korea ; Hospitality Management , Colorado State University , 214E Gifford, Fort Collins , CO , 80523-1571 , USAYong‐Ki LeeDepartment of Marketing, College of Business Administration , Sejong University , Seoul , South Korea

2012en

ABI

Annotatsiya

The purpose of this study was to examine the motives of Chinese nationals who attended the Expo 2010 in Shanghai, China, and to understand their perceptions about service quality, satisfaction, and behavioral intentions. The results of this study revealed six motivation factors and three mutually exclusive clusters based on their motives. In particular, the “multipurpose experience seekers” showed more favorable service quality perceptions and higher satisfaction than their counterparts. The three segments based on their motivation also demonstrated significant differences in selected sociodemographic variables, which could be used effectively by the event organizers. Marketing implications and suggestions for attracting visitors to a mega event were presented.

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Identifikatorlar

DOI: 10.1080/10941665.2012.695287

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