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The Influence of Image on Conference Attendees Future Behavioural Intentions

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Title: The Influence of Image on Conference Attendees Future Behavioural Intentions
Author: Cui, Linlin Jr
Department: School of Hospitality, Food and Tourism Management
Program: Tourism and Hospitality
Advisor: Elliot, Statia
Abstract: This study investigates the relationship among event image, destination image, and business event attendees’ future behavioural intention toward a host destination and a conference, building on cognitive-affective-conative theory and image-satisfaction-loyalty modeling. To gather the data about event image, destination image, and behavioural intentions, a survey of conference attendees was conducted at the 2015 Ontario Tourism Summit. Principal component analysis was applied to confirm variables for each construct, and multiple regression analysis was used to test these relationships. The results show that, firstly, each image component of the study played a unique role: destination affective image and destination cognitive image influenced intentions to recommend Toronto, while destination cognitive image and event image influenced intentions to attend a future conference. Secondly, overall satisfaction directly influenced intentions to both recommend Toronto, and revisit Toronto, and indirectly influenced intentions to re-attend the conference. Theoretical and practical implications are interpreted and future study suggestions are offered.
Date: 2016-05
Rights: Attribution-NonCommercial-NoDerivs 2.5 Canada
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Attribution-NonCommercial-NoDerivs 2.5 Canada Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivs 2.5 Canada