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Event revisit intention in the context of COVID-19 risks
Event Management ; 26(7):1591-1606, 2022.
Article in English | CAB Abstracts | ID: covidwho-2055460
ABSTRACT
With the adverse effects of the COVID-19 pandemic widely visible in the event industry, event organizers face challenges regarding customer retention in the form of return visits. Because event revisit intention is crucial to predicting event attendees' behavior, this study attempts to examine the likelihood of return for customers who have prior event (state fair) experience. Drawing from previous studies on event-related hazards and safety risks, our proposed framework suggests that a certain type of trust (i.e., social trust and confidence) reduces perceived risk, leading to increased event revisit intention in a time of pandemic. To test hypothesized relationships among trust, perceived risk, and event revisit intention, consumer information was gathered through Amazon's Mechanical Turk crowdsourcing platform. Key findings that emerge include the fact that trust in events is a strong predictor of event revisit intention, while perceived risk mediates the relationship between trust and revisit intention, albeit weakly. These results offer event organizers insights into how to enhance revisit intention in the face of health risks and ongoing uncertainty.
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Full text: Available Collection: Databases of international organizations Database: CAB Abstracts Type of study: Prognostic study Language: English Journal: Event Management Year: 2022 Document Type: Article

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Full text: Available Collection: Databases of international organizations Database: CAB Abstracts Type of study: Prognostic study Language: English Journal: Event Management Year: 2022 Document Type: Article