Small in Scale not in Value: An Empirical Study on the Effect of Small-scale Events on Destination Image and Tourists' Behavioral Intentions

Abstract

Even though a lot of previous empirical studies have explored the effect of mega-events on destination image, a relatively limited number of studies have considered the effect of smallscale events. Therefore, this thesis is going to investigate the value contribution of the smallscale events to the host destination as being part of the travel experience. This research measures the event satisfaction of the attendees after they have attended the event. Furthermore, the relationship of event satisfaction and destination image and its components (destination imagery and destination affect) has been investigated together with the moderating affect of the number of visits. Additionally, the study inspects the relationship between event satisfactions and behavioral intentions, including revisit intention and possibility to recommend the city to others or word-of-mouth (WOM). The results show that the event satisfaction not only has an effect on destination imagery, but also on the revisit intention and WOM. While the moderator has only impact on the relationship between event satisfaction and destination affect. In addition, the study finds that both destination imagery and destination affect have an impact on the revisit intention and WOM.