Estimating the intention-behavior gap associated with a mega event: The case of the Expo 2012 Yeosu Korea Academic Article

abstract

• Demand (attendance) forecasts are often based on respondents' intentions to attend an event or purchase a product. People, however, do not always act on their intentions; an intention-behavior gap exists. Limited research to date in the tourism realm has addressed this gap; that is, what proportion of visit intentions is actually realized. In this respect, this study investigates the intention-behavior gap based on a national survey using a quota sampling method (N=2015) in the realm of visiting the 2012 Yeosu Expo.Results reveal that approximately 50% of the respondents who had intentions to visit the Expo actually visited the Expo. The stronger the intentions are to visit the Expo, the larger the percentage of respondents who acted on their intentions. Results contribute to potentially obtaining more accurate forecasts of attendance to mega events and how various factors influence the intention-behavior gap. 2013 Elsevier Ltd.

authors

• Mjelde, James

published proceedings

• TOURISM MANAGEMENT

author list (cited authors)

• Lee, C., Mjelde, J. W., Kim, T., & Lee, H.

citation count

• 25

complete list of authors

• Lee, Choong-Ki||Mjelde, James W||Kim, Tae-Kyun||Lee, Hye-Mi

publication date

• January 2014

publisher

• Elsevier  Publisher

published in

• Tourism Management: research, policies, practice  Journal

keywords

• Actual Behavior
• Intention-behavior Gap
• Mega Event
• Visit Intentions
• Yeosu Expo

Digital Object Identifier (DOI)

• 10.1016/j.tourman.2013.09.012

start page

• 168

end page

• 177

volume

• 41

issue

• C

URL

• http%3A%2F%2Fdx.doi.org%2F10.1016%2Fj.tourman.2013.09.012