Exploring the Effects of Event Advertisements on the Attitudes and Visiting Purposes (Case Study: Rosewater-making Festival of Ghamsar, Kashan)

جغرافیا و توسعه فضای شهری

Article 7, Volume 7, Issue 1 - Serial Number 12, September 2020, Pages 144-121   

Document Type: Original Article

DOI: 10.22067/jgusd.v7i1.78902

Authors

Abolfazl khosravi^{* 1}; Mahdi Farmani²; Mostafa Zandinasab²

¹Assistant Professor, Faculty of Management and Accounting, Farabi Campus, University of Tehran, Iran,

²MA in Business Management, Faculty of Management and Accounting, Farabi Campus, University of Tehran, Iran

Abstract

Cultural andartistic events and ritual festivals are among important factors of attracting tourists. Iran has many remarkable tourism attractions but Ghamsar has aspecial status among them as it is one of the most significant ones hosting many tourists every day. The city is one of the most attractive hosting cities for tourists in spring and summer to see its natural and historical attractions and to visit rosewater-making festival which is an ancient custom. This study sought to explore the effects of event advertisements on the attitudes of tourists towards the city and their purposes. This is an applied study that used a descriptive and survey method. Population consisted of all local and foreign tourists visiting Ghamsar’s rosewater-making festival in May 2018. From among the visitors, 384 tourists were selected using convenience sampling. Questionnaire was used to get the data. For measuring and confirming the validity and reliability of the questionnaire, construct and convergent validities were applied. Cronbach's alpha coefficient was used for reliability and the data were analyzed using structural equation modeling technique, SPSS, and LISREL. The results showed that high correspondence between the image of a special event and hosting city has a positive effect on the tourists’ attitudes towards the hosting city and their purposes of visiting and, also, the tourists’ attitudes towards the hosting city has a positive effect on choosing the famous city. Moreover, the visiting purpose of the hosting city has a positive effect on choosing the famous city.  
 

Keywords

Attitude towards a City; Event Advertisement; Image Correspondence; Visiting Purpose

References

 

1. اسدی، ش.، و محمدی، م. (1397). بررسی اثربخشی تبلیغات دیداری بر انتخاب شهرستان رامسر به­عنوان مقصد گردشگری. گردشگری شهری، 5(1)، 99-83.
2. افتخاریان، ب. (1392). بررسی نقش جشنواره­های موسیقی در توسعه گردشگری ایران. همدان: اولین همایش ملی گردشگری، جغرافیا و محیط زیست پایدار.
3. حق­وردی­لو، م.، گیوه­چی، س.، و نظری، ع. ا. (1394). ارزیابی اثربخشی بازاریابی در جذب گردشگر با تاکید بر نقش تبلیغات اینترنتی در ایران مطالعه موردی شهر تهران. تبریز: دومین کنفرانس بین المللی توسعه پایدار، راهکارها و چالش­ها با محوریت کشاورزی، منابع طبیعی، محیط زیست و گردشگری.
4. شرافت چالشتری، ز. (1392). نقش برگزاری نمایشگاه­ها و جشنواره­ها و تاثیر اقتصادی آن بر توسعه گردشگری، مطالعه موردی: جشنواره شهر برفی. همدان: دومین همایش ملی گردشگری و طبیعت­گردی ایران زمین.
5. شیرمحمدی، ی.، جلالیان، س.ا.، هاشمی باغی، ز.، و ترکاشوند، س. (1398). بررسی تأثیر رویدادهای فرهنگی بر تصویر شناختی و عاطفی مقصد گردشگری (مورد مطالعه: شهر کرج). برنامه­ریزی و توسعه گردشگری، 8(4)، 161-147.
6. غفاری، م.، رضایی دولت آبادی، ح.، و دهقانی اناری، ف. (1393). تحلیل عوامل موثر بر وفاداری گردشگران به مقاصد گردشگری (مورد مطالعه: گردشگران خارجی سفر کرده به شهر اصفهان). مدیریت فرهنگ سازمانی، 12(3): 568-551.
7. فیض، د.، و راستی، ف. (1393). بررسی عوامل تاثیرگذار بنرهای تعاملی بر گردشگران. برنامه­ریزی و توسعه گردشگری، 3(10): 86-65.
8. کاظمی، م. (1392). مدیریت گردشگری. چاپ هفتم، تهران: انتشارات سمت.
9. کروبی، م.، قادری، ا.، و جلیلیان، ن. (1398). امکان سنجی توسعه گردشگری رویداد (با تاکید بر رویدادهای فرهنگی) و تأثیر آن بر تعدیل فصلی بودن مقصدهای گردشگری مطالعه موردی: شهر همدان. مطالعات مدیریت گردشگری، 14(45): 56-35.
10. کیانی سلمی، ص.، و بسحاق، م. ر. (1395). تبیین اثرات جشنواره گلاب­گیری از دیدگاه ساکنان محلی. مطالعات مدیریت گردشگری، 11(34): 92-65.
11. محمدی، م.، میرتقیان رودسری، س.م.، و ناسوتی، م. (1398). ارزیابی عوامل مؤثر بر وفاداری گردشگران رویدادهای بومی- فرهنگی در مقصد گردشگری رامسر. گردشگری شهری، 6(4): 31-17.
12. میرزائی ر.، و رضائی، ن. (1396). بخش­بندی بازار رویدادهای ویژة فرهنگی بر مبنای انگیزه­های بازدیدکنندگان. تحقیقات بازاریابی نوین، 7(1): 114-93.

 

13. Akhoondnejad, A. (2016). Tourist loyalty to a local cultural event: The case of Turkmen handicrafts festival. Tourism Management, 52, 468-477.‏
14. Assael, H. (1984). Consumer behavior and marketing action. Kent Pub. Co.
15. Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of tourism research, 26(4), 868-897.‏
16. Barros, C. P., & Assaf, A. G. (2012). Analyzing tourism return intention to an urban destination. Journal of Hospitality & Tourism Research, 36(2), 216-231.‏
17. Bassett, K., Griffiths, R., & Smith, I. (2002). Cultural industries, cultural clusters and the city: the example of natural history film-making in Bristol. Geoforum, 33(2), 165-177.‏
18. Beeton, S. (2001). Smiling for the camera: The influence of film audiences on a budget tourism destination. Tourism Culture & Communication, 3(1), 15-25.‏
19. Bigne, J. E., Sanchez, M. I., & Sanchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: inter-relationship. Tourism management, 22(6), 607-616.‏
20. Boksberger, P., Dolnicar, S., Laesser, C., & Randle, M. (2011). Self-congruity theory: To what extent does it hold in tourism? Journal of Travel Research, 50(4), 454-464.‏
21. Brida, J. G., Disegna, M., & Scuderi, R. (2014). Segmenting visitors of cultural events: The case of Christmas Market. Expert Systems with Applications, 41(10), 4542-4553.‏
22. Byrne, B. M. (2013). Structural equation modeling with LISREL, PRELIS, and SIMPLIS: Basic concepts, applications, and programming. Psychology Press.
23. Chalip, L., Green, B. C., & Hill, B. (2003). Effects of sport event media on destination image and intention to visit. Journal of sport management, 17(3), 214-234.‏
24. Chang, J. (2006). Segmenting tourists to aboriginal cultural festivals: An example in the Rukai tribal area, Taiwan. Tourism Management, 27(6), 1224-1234.‏
25. Chiu, Y. Y. (2008). The persuasive effect of popularity claims in advertising: An informational social influence perspective. The Journal of American Academy of Business, 14(1), 71-6.‏
26. Choe, Y., Stienmetz, J. L., & Fesenmaier, D. R. (2013). Trip budget and destination advertising response. Tourism Analysis, 18(6), 713-722.‏
27. Choi, J. G., Tkachenko, T., & Sil, S. (2011). On the destination image of Korea by Russian tourists. Tourism Management, 32(1), 193-194.‏
28. Choi, W. M., Chan, A., & Wu, J. (1999). A qualitative and quantitative assessment of Hong Kong’s image as a tourist destination. Tourism management, 20(3), 361-365.‏
29. Connell, J. (2012). Film tourism–Evolution, progress and prospects. Tourism management, 33(5), 1007-1029.‏
30. Connell, J., Page, S. J., & Meyer, D. (2015). Visitor attractions and events: Responding to seasonality. Tourism management, 46, 283-298.‏
31. Cornwell, T. B., & Maignan, I. (1998). An international review of sponsorship research. Journal of advertising, 27(1), 1-21.‏
32. Di Persio, C., Horvath, G., & Wobbeking, R. (2008). The impact of the film industry on Colorado [research paper on the internet]. 2003 June;[Retrieved on Jan 24, 2008].‏
33. Duran, E., & Hamarat, B. (2014). Festival attendees’ motivations: the case of International Troia Festival. International Journal of Event and Festival Management.‏
34. Felsenstein, D., & Fleischer, A. (2003). Local festivals and tourism promotion: The role of public assistance and visitor expenditure. Journal of Travel research, 41(4), 385-392.‏
35. Fernández, J. A. F., Duarte, P. A. O., & Mogollón, J. M. H. (2015). Assessing the differentiated contribution of city resources to city brand image. Tourism & Management Studies, 11(1), 77-83.‏
36. Garay, L., & Pérez, S. M. (2017). Understanding the creation of destination images through a festival’s Twitter conversation. International Journal of Event and Festival Management.‏
37. Gasher, M. (2002). Hollywood north: The feature film industry in British Columbia. UBC Press.‏
38. Getz, D. (2008). Event tourism: Definition, evolution, and research. Tourism management, 29(3), 403-428.‏
39. Getz, D., & Cheyne, J. (2002). Special event motives and behaviour. The tourist experience, 2, 137-155.‏
40. Getz, D., & Page, S. J. (2016). Event studies: Theory, research and policy for planned events. Routledge.‏
41. Green, B. C., Costa, C., & Fitzgerald, M. (2003). Marketing the host city: Analyzing exposure generated by a sport event. International Journal of Sports Marketing and Sponsorship, 4(4), 48-66.‏
42. Gwinner, K. P., & Eaton, J. (1999). Building brand image through event sponsorship: The role of image transfer. Journal of advertising, 28(4), 47-57.‏
43. Hauptfleisch, T., Lev-Aladgem, S., Martin, J., Sauter, W., & Schoenmakers, H. (Eds.). (2007). Festivalising! Theatrical events, politics and culture (Vol. 3). Rodopi.‏
44. Hennessey, S. M., Yun, D., MacDonald, R., & MacEachern, M. (2010). The effects of advertising awareness and media form on travel intentions. Journal of Hospitality Marketing & Management, 19(3), 217-243.‏
45. Hernández-Mogollón, J. M., Duarte, P. A., & Folgado-Fernández, J. A. (2018). The contribution of cultural events to the formation of the cognitive and affective images of a tourist destination. Journal of Destination Marketing & Management, 8, 170-178.‏
46. Higgins-Desbiolles, F. (2018). Event tourism and event imposition: A critical case study from Kangaroo Island, South Australia. Tourism Management, 64, 73-86.‏
47. Huang, S., & Lee, I. S. (2015). Motivations for attending a multicultural festival: Visitor ethnicity matters. Anatolia, 26(1), 92-95.‏
48. Jago, L., Chalip, L., Brown, G., Mules, T., & Ali, S. (2003). Building events into destination branding: Insights from experts. Event management, 8(1), 3-14.‏
49. Jayawardena, C., Veres, D., Clark, H., & Golbourne, D. (2008). Increasing the contribution of special events to Niagara's tourism industry. International Journal of Contemporary Hospitality Management.‏
50. Kaplanidou, K. (2006). Affective event and destination image: Their influence on Olympic travelers' behavioral intentions. Event Management, 10(2-3), 159-173.‏
51. Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and psychological measurement, 30(3), 607-610.
52. Laffont, G. H., & Prigent, L. (2011). Paris transformed into an urban set: dangerous liaisons between tourism and cinema. Teoros, Revue de Recherche en Tourisme, 30(1), 108-118.‏
53. Lee, J. S., Lee, C. K., & Choi, Y. (2011). Examining the role of emotional and functional values in festival evaluation. Journal of Travel Research, 50(6), 685-696.‏
54. Lee, T. H. (2009). A structural model to examine how destination image, attitude, and motivation affect the future behavior of tourists. Leisure Sciences, 31(3), 215-236.‏
55. Leisen, B. (2001). Image segmentation: the case of a tourism destination. Journal of services marketing.‏
56. Matheson, C. M., Rimmer, R., & Tinsley, R. (2014). Spiritual attitudes and visitor motivations at the Beltane Fire Festival, Edinburgh. Tourism management, 44, 16-33.‏
57. McDaniel, S. R. (1999). An investigation of match‐up effects in sport sponsorship advertising: The implications of consumer advertising schemas. Psychology & Marketing, 16(2), 163-184.‏
58. McDowall, S. (2010). A comparison between Thai residents and non-residents in their motivations, performance evaluations, and overall satisfaction with a domestic festival. Journal of Vacation Marketing, 16(3), 217-233.‏
59. Pechmann, C., & Shih, C. F. (1996). How smoking in movies and anti-smoking ads before movies may affect teenagers’ perceptions of peers who smoke. Irvine, California: Graduate School of Management, University of California, Irvine.‏
60. Picard, D., & Robinson, M. (Eds.). (2006). Festivals, tourism and social change: Remaking worlds. Channel view publications.‏
61. Prentice, R., & Andersen, V. (2003). Festival as creative destination. Annals of tourism research, 30(1), 7-30.‏
62. Qu, H., Kim, L. H., & Im, H. H. (2011). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism management, 32(3), 465-476.‏
63. Reisinger, Y., & Mavondo, F. (2005). Travel anxiety and intentions to travel internationally: Implications of travel risk perception. Journal of travel research, 43(3), 212-225.‏
64. Riley, R. W., & Van Doren, C. S. (1992). Movies as tourism promotion: A ‘pull’factor in a ‘push’location. Tourism management, 13(3), 267-274.‏
65. Ritchie, B., Sanders, D., & Mules, T. (2007). Televised events: Shaping destination images and perceptions of capital cities from the couch. International Journal of Event Management Research, 3(2), 12-23.‏
66. Ritchie, J. B., & Smith, B. H. (1991). The impact of a mega-event on host region awareness: A longitudinal study. Journal of travel research, 30(1), 3-10.‏
67. Rittichainuwat, B., & Rattanaphinanchai, S. (2015). Applying a mixed method of quantitative and qualitative design in explaining the travel motivation of film tourists in visiting a film-shooting destination. Tourism Management, 46, 136-147.‏
68. Rojas-Méndez, J. I., Davies, G., Jamsawang, J., Duque, J. L. S., & Pipoli, G. M. (2019). Explaining the mixed outcomes from hosting major sporting events in promoting tourism. Tourism Management, 74, 300-309.‏
69. Russell, C. A. (2002). Investigating the effectiveness of product placements in television shows: The role of modality and plot connection congruence on brand memory and attitude. Journal of consumer research, 29(3), 306-318.‏
70. Savinovic, A., Kim, S., & Long, P. (2012). Audience members’ motivation, satisfaction, and intention to re-visit an ethnic minority cultural festival. Journal of Travel & Tourism Marketing, 29(7), 682-694.‏
71. Sirgy, M. J., & Su, C. (2000). Destination image, self-congruity, and travel behavior: Toward an integrative model. Journal of Travel Research, 38(4), 340-352.‏
72. Tucker, C., & Zhang, J. (2011). How does popularity information affect choices? A field experiment. Management Science, 57(5), 828-842.‏
73. Van Aalst, I., & Van Melik, R. (2012). City festivals and urban development: does place matter?.European Urban and Regional Studies, 19(2), 195-206.‏
74. Weber, K., & Ali‐Knight, J. (2012). Events and festivals in Asia and the Middle East/North Africa (MENA) region. International Journal of Event and Festival Management.‏
75. Whelan, S., & Wohlfeil, M. (2006). Communicating brands through engagement with ‘lived’experiences. Journal of Brand Management, 13(4-5), 313-329.‏
76. Woodside, A. G., & MacDonald, R. (1994). General system framework of customer choice processes of tourism services. Spoilt for choice, 30.‏
77. Xue, K., Chen, X., & Yu, M. (2012). Can the World Expo change a city's image through foreign media reports?. Public Relations Review, 38(5), 746-754.‏
78. Yang, J., Gu, Y., & Cen, J. (2011). Festival tourists’ emotion, perceived value, and behavioral intentions: A test of the moderating effect of festivalscape. In Journal of Convention & Event Tourism (Vol. 12, No. 1, pp. 25-44). Taylor & Francis Group.‏
79. Yolal, M., Gursoy, D., Uysal, M., Kim, H. L., & Karacaoğlu, S. (2016). Impacts of festivals and events on residents’ well-being. Annals of Tourism Research, 61, 1-18.‏
80. Yoon, J. W., Jun, J. W., & Park, G. S. (2014). Effects of font fit and familiarity on moviegoers' attitudes and intentions. Media and Performing Art Research, 9(1), 1-28.

81.Zhang, H., Fu, X., Cai, L. A., & Lu, L. (2014). Destination image and tourist loyalty: A meta-analysis. Tourism management, 40, 213-223.