The Importance of Image for a Regular Event

Abstract

This study aims to investigate the importance of event image in creating visitor revisit intention of a regular event. A covariance based SEM with a confirmatory factor analysis was employed to analyse the data. Two hundred and five respondents participated in this study were recruited by using convenience sampling method. The results show that event image plays an important role in creating visitor revisit intention of a regular event. In addition to its direct effect on revisit intention, event image was also found to have a full mediating effect on the relationship between event awareness and visitor revisit intention. Upon the completion of hypotheses testing, this study contributes to both theoretical and practical perspectives. For theoretical standpoint, this study provides an insight about the importance of event image in the area of destination branding. For practical perspective, this study provides an input for event organizers or city council in creating a positive image for a regular event in order to enhance visitor loyalty.

DOI: 10.5901/mjss.2015.v6n6s4p28