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Emotion and Place: A consumer perspective in the context of hallmark events
Conference paper   Open access   Peer reviewed

Emotion and Place: A consumer perspective in the context of hallmark events

David Gration, David John Foster and Maria Raciti
Proceedings of the 2008 Council for Australian University Tourism and Hospitality Education Conference, pp.1-12
Council for Australian University Tourism and Hospitality Education (CAUTHE) Conference: Tourism and Hospitality Research, Training and Practice: Where the bloody hell are we?, 2008 (Gold Coast, Australia, 11-Feb-2008–14-Feb-2008)
Council for Australasian University Tourism and Hospitality Education
2008
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Abstract

Tourism Marketing consumer behaviour emotion hallmark event place
The role of events as generators of tourism activity and their advantages in terms of destination branding is well acknowledged. Much research has been undertaken into the impacts of such events on the destination areas that generate them, mainly in the context of economic effects and to a lesser extent social and environmental effects. However, little research has been undertaken into what role place plays in motivating event tourists to come back year after year to attend the same event in the same location. This paper examines the role of place in the context of Hallmark events. Place is seen as a defining characteristic of Hallmark events and, as such, is part of what attracts and retains attendees. However, place itself is a difficult concept to understand and involves the creation of meaning about a particular space. This meaning is created through some form of emotional attachment. The existence of this relationship establishes the need for a clear understanding of how Hallmark event consumers define place and for the creation of a context specific consumption emotion set of descriptive words that can be used to identify this attachment. The paper outlines the outcomes of the first stage of an extended study into three Hallmark events in Queensland (Woodford Folk Festival, Gympie Country Music Muster and Noosa Long Weekend). It identifies a list of place-based emotions that can be used to measure the role of place in this consumptive experience. Events are often emotional experiences and those emotions relating to place may potentially be stronger than cognitive factors when assessing whether or not to re-purchase*.

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