Virtual Versus Face-to-face Events: The Effects of Event Type on Attendees' Attitudes and Behavioral Intentions
The recent situation with COVID-19 led to significant changes in the event industry and forced event planners to organize virtual events. However, virtual events are lacking social interactions and are characterized by lower levels of engagement. This study aims at exploring relationships
between event types and attendees' behavioral intentions using experimental design. The measurement model fit and constructs' validity were assessed with confirmatory factor analysis, while the study hypotheses were tested with the structural equation modeling. The results demonstrate that
event types have significant effects on attendees' risk perceptions that influence attendees' visit intentions. The study also revealed significant moderating effects of attendees' age on the relationship between event type and visit intentions. The study provides important theoretical and
managerial implications by introducing new factors affecting attendees' behavioral intentions amid the COVID-19 pandemic, describing the relationship between risk perceptions and attendees' behavioral intentions, and providing practical recommendations for event planners.
Keywords: ATTITUDES; EVENT MANAGEMENT; FACE-TO-FACE EVENT; RISK PERCEPTIONS; VIRTUAL EVENT; VISIT INTENTIONS
Document Type: Research Article
Affiliations: University of Central Florida, Orlando, FL, USA
Publication date: 11 November 2022
This article was made available online on 30 June 2022 as a Fast Track article with title: "VIRTUAL VS FACE-TO-FACE EVENTS: THE EFFECTS OF EVENT TYPE ON ATTENDEES’ ATTITUDES AND BEHAVIORAL INTENTIONS".
- Event Management, an International Journal, intends to meet the research and analytic needs of a rapidly growing profession focused on events. This field has developed in size and impact globally to become a major business with numerous dedicated facilities, and a large-scale generator of tourism. The field encompasses meetings, conventions, festivals, expositions, sport and other special events. Event management is also of considerable importance to government agencies and not-for-profit organizations in a pursuit of a variety of goals, including fund-raising, the fostering of causes, and community development.
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