Naslov
The influence of Advent Fair visitors’ experience on visitor consumption

Autori
Varičak, Ivana ; Cegur Radović, Tihana ; Vitner Marković Silvija

Izvornik
INTERDISCIPLINARY MANAGEMENT RESEARCH XV (1847-0408) XV (2019); 681-705

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
experience, memorable experience, Advent, visitors, visitor expenditure intent

Sažetak
Experience can be regarded as a personal occurrence with highly emotional significance obtained by the consumption of products and services. To develop a distinct value-added service, practitioners attempt to provide memorable experiences for customers. The positive experience of the event meets the visitors’ needs but is also a prerequisite of a revisit intention as well as of the level of consumption. The subject of this paper is the analysis of the Karlovac Advent Fair visitor experience and the relatedness between experience and expenditure intent. The aim of this paper is to demonstrate the relatedness between visitor experience (independent variable) and their expenditure intent (dependent variable) at the Advent Fair. The main hypothesis is as follows: MH - There is a relatedness between the experience and expenditure intent of the Karlovac Advent Fair visitors. The study also tested the following hypotheses: H1 - There is a correlation between the overall atmosphere of the Karlovac Advent Fair and visitor expenditure intent. H2 - There is a correlation between the novelty of the Karlovac Advent Fair experiences and visitor expenditure intent. H3 - There is a correlation between the experience based on the spirit of Christmas in terms of warmth and aesthetics of the Karlovac Advent Fair and visitor expenditure intent. H4 - There is a correlation between experiences based on the local culture and visitor expenditure intent. Exploratory research of visitor attitudes of the Karlovac Advent Fair was conducted on a convenience sample, which is a form of non-probability sampling, in the period from December 14th to December 30th, 2018. The hypotheses were tested using the correlation and linear regression method. The observed variables were described using descriptive statistics. This exploratory research was carried out with the purpose of highlighting the significance and the role of the visitors’ event experiences on expenditure intent.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA