Factors affecting international event visitors’ behavioral intentions: the moderating role of attachment avoidance
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© 2018, © 2018 Informa UK Limited, trading as Taylor & Francis Group. This study developed and tested a theoretical framework of event quality, motivation, value, and destination image in order to investigate visitors’ behavioral intentions to revisit an international event, along with the moderating role of attachment avoidance. Results revealed that the relationships among event quality, motivation, value, image, and behavioral intentions were highly significant. Attachment avoidance was additionally found to moderate the relationships between quality and value, motivation and value, value and destination image, and value and behavioral intentions. Findings further provide specific implications for both theoretical insight and marketing practice in the context of annual and international events.
author list (cited authors)
Kim, M. J., Lee, C., Petrick, J. F., & Hahn, S. S.