Affective engagement as a contextual dimension for predicting intentions to revisit and recommend events – a multinational comparison

Willem J L Coetzee; Shahab Pourfakhimi

doi:10.1080/19407963.2019.1695345

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Affective engagement as a contextual dimension for predicting intentions to revisit and recommend events – a multinational comparison

Journal article

Peer reviewed

Affective engagement as a contextual dimension for predicting intentions to revisit and recommend events – a multinational comparison

Willem J L Coetzee and Shahab Pourfakhimi

Journal of Policy Research in Tourism, Leisure and Events, Vol.12(3), pp.401-421

2020

DOI: https://doi.org/10.1080/19407963.2019.1695345

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Abstract

affective engagement

event experience scale (EES)

intention to revisit events

intention to recommend events

excitement

event experience

Within the current experience economy, the emotive and affective dimensions of event visitors' engagement are becoming increasingly important. This study uses the well-established Event Experience Scale (EES) developed by the Association for Tourism and Leisure Education and Research (ATLAS) event experience project, to explore attendees' affective engagement in a multinational context and across various types of events (N = 852). The associations between visitors' affective engagement in event experiences and their propensity to visit the destination and recommend the event to others are also explored and verified. The results highlight the importance of affective engagement in shaping attendees' future behavioural intentions. Excitement was the most powerful predictor of intentions to recommend and revisit an event. The results also indicate the heterogeneity of perceptions of the different dimensions of affective engagement at different types of events. We suggest new possibilities for event organisers to plan and design different types of events that will generate higher levels of affective engagement and increase loyalty.

Details

Title: Affective engagement as a contextual dimension for predicting intentions to revisit and recommend events – a multinational comparison
Authors: Willem J L Coetzee (Corresponding Author) - University of Otago, New Zealand
Shahab Pourfakhimi (Author) - University of the Sunshine Coast - USC Business School
Publication details: Journal of Policy Research in Tourism, Leisure and Events, Vol.12(3), pp.401-421
Publisher: Routledge
Date published: 2020
DOI: 10.1080/19407963.2019.1695345
ISSN: 1940-7963
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy; Sustainability Research Cluster
Language: English
Record Identifier: 99450747702621
Output Type: Journal article

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12 Times Cited - Web of Science

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Collaboration types: Domestic collaboration; International collaboration
Web Of Science research areas: Hospitality, Leisure, Sport & Tourism

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Source: InCites