An Analysis of International Film Festival of India
EVENTS AND DESTINATION IMAGE: AN ANALYSIS OF
INTERNATIONAL FILM FESTIVAL OF INDIA - GOA DECLARATION
I, Vanita Mashnu Patil Gaude, do hereby declare that this
dissertation entitled “Events and Destination Image: An Analysis of
International Film Festival of India - Goa” is a record of original
research work done by me under the supervision of Dr. Dayanand M.S.
Associate Professor, Department of Management Studies,Goa University.
I also declare that this dissertation or any part thereof has not been
submitted by me for the award of any Degree, Diploma, Title or
recognition before.
Vanita iviasnnii Patil Gaude
Place: Goa University Date: \o£>\ ^
ii CERTIFICATE
This is to certify that the Ph.D. thesis titled “Events and
Destination Image: An Analysis of International Film Festival of India
- Goa” is an original work carried out by Vanita Mashnu Patil Gaude
under my guidance, at the Department of Management Studies, Goa
University.
This dissertation or any part thereof has not formed the basis for
the award of any Degree, Diploma, Title or Recognition before.
Dr. Dayanand M.S. Supervisor
Place: Goa University
iii ACKNOWLEDGEMENTS
For guidance, friendships and emotional support, for both my
dissertation work and journey throughout my Ph.D. program, there are number
of people who helped me, and I would like to express my deepest appreciation
to each of them.
I would like to put on record my sincere gratitude to my mother late
Shrimati Vimal M. Patil, who took great pride in the fact that her daughter was
pursuing Ph.D., which in turn kept me constantly motivated.
I owe my deepest gratitude to my supervisor Dr. Dayanand M.S. He
helped me in execution of my preliminary research idea into a meaningful and
operational research framework and offered valuable comments and direction
when needed.
My sincere appreciation is extended to Prof. Nanadakumar Mekoth, Dr.
Purva Desai Hedge, Dr.Nirmala Rajanala and Dr.Nilesh Borde, teachers of
Department of Management Studies, Goa University for their valuable
suggestions.
I extend my gratitude to the expert on my FRC committee, Dr. Sudeshan
Babu, Director, National Water Sports Department for his valuable guidance and suggestions throughout my study.
iv A special thanks to Goa University and in particular to the staff of
Department of Management Studies for their timely help in proceeding with the formalities for conducting the studies.
I thank all the officials of Entertainment Society of Goa for permitting and helping me during data collection. A special thanks to Mr. Saeesh Gandhi,
Officer in Team IFFI2015 for making me a part of team IFFI which helped me in understanding various aspects of IFFI, 2015 event.
I owe special thanks to Dr. Wilson Nicolau Fernandes for his expert advice & guidance in Statistics. I also acknowledge and thank Mr. Sharat
Jamkhandi and Ms.Bakita Naik for their assistance.
I am greatly indebted to my family and friends for their motivation, support and constant encouragement throughout the study.
Vanita Mashnu Patil Gaude EVENTS AND DESTINATION IMAGE: AN ANALYSIS OF
INTERNATIONAL FILM FESTIVAL OF INDIA - GOA
By: Vanita Mashnu Patil Gaude
Supervisor: Dr. Dayanand M.S. Associate Professor, Department Of
Management Studies, Goa University-India
ABSTRACT
The present study was undertaken to provide a theoretical understanding and empirical examination of influence of Event Image on Event Behavioral
Intention, Destination Image and Destination Behavioral Intention of event participants, as well as to investigate whether Event participants relate
Dimensions of Event Image with Destination Image. The Data was collected from 383 event participants of International Film Festival of India 2015 held in
Goa from 20th November 2015 to 30th November 2015.The Statistical Package
SPSS version 22 were used to perform various statistical tests.
Analysis of the data revealed that
1. Eight Dimensions contributed in creating the Image of International
Film Festival of India, Goa and Six Dimensions contributed in creating
the Destination Image of Goa.
2. Image of the International Film Festival of India plays an important
Role in influencing the image of Goa. It also has an ability to influence
vi Participants’ Destination Behavioral Intentions as well as event
Behavioral Intention.
3. Dimensions of Event Image and Destination Image identified in this
study and their analyses through IPA bring out important aspects
perceived by event participants.
4. Most of the Event Image dimensions are related with Destination Image
Dimension.
5. There is a difference in the perception of Event & Destination Image
Dimensions, Event Image, Event and Destination Behavioral Intentions
of event participants as per Demographic Characteristics and number of
visits.
The content of the thesis may be summarized as follows:
1. Identifying the dimensions of Event Image and Destination Image and
determining the contribution of theses Dimensions in the formation of
Image.
2. Evaluation of performance of the Event Image Dimensions and
Destination Image Dimensions using Importance Performance Analyses.
3. Determining the influence of Event Image on event participants
Destination Image, Event & Destination Behavioral Intention.
4. Finding whether Event participants relate Dimensions of Event Image
with Dimensions of Destination Image.
VII 5. Determining the difference in the perception of Event Image
Dimensions, Event Image, Destination Image Dimensions, Destination
Image and Event & Destination Behavioral Intention as per
Demographics and number of visits to the event.
KEY WORDS
Event Image, Event Image Dimensions, Destination Image Dimensions, Event
Behavioral Intention & Destination Behavioral Intention
viii TABLE OF CONTENTS
Chapter Page No. • * Declaration li • • • Certificate in Acknowledgements iv-v • ♦«• Abstract Vl-Vlll List of Tables vi List of Figures I INTRODUCTION 1-22 1.1 Research Background 1 1.2 Theoretical Background 5 1.3 Purpose of the Study 13 1.4 Research Problem, Research Questions and 14 Objectives of the study 1.5 Significance of Study 18 1.6 Scope of the study 20 1.7 Organization of the thesis 20 II REVIEW OF LITERATURE 23-55 2 Literature Review 23 2.1 Literature Review On Destination Image 23 2.1a Contribution in building the theory of 24 Destination Image 2.1a.i Meaning & Definition of Destination 24 Image 2. la.ii Destination Image Formation 28 2. la.iii Types Of Destination Image 29 2. la.iv Dimensions of Destination Image 31 2.1a.v Measuring/Assessing the Image of the 32 Destination 2.1a.vi Factors influencing Destination Image 34 2.1b Role of destination image on behaviour 39 and destination choice of the tourist 2.1b.i Influence of Destination image On Choice 39 of Tourist 2.1b.ii Influence of Destination Image on Future 40 Behavioural Intentions 2.2 Literature Review on Events 42 2.2a Types of Events 42 2.2b Event Image 43 2.2c Dimensions of Event Image 44
ix Chapter Page No. 2.2d 2.2 d. Influence of Event and Event Image 46 on Destination Image and Behavioural Intention III RESEARCH METHODOLOGY 56-82 3.1 Research Methodology 56 3.2 Ethical Consideration 58 3.3 Unit of Study 58 3.4 Study Area 66 3.5 Instrument Development 67 3.5a Operationalization of Constructs 67 3.5b Item Generations 69 3.5c Questionnaire Designee 72 3.5d Content Validity 73 3.5e Face Validity 74 3.5f Pilot Study 74 3.6 Sampling Method: 75 3.7 Data Collection 76, 3.8 Cleaning & Testing Goodness of Data: 77 3.9 Data Analysis: 78 3.9a Descriptive Statistics 78 3.9b Exploratory factor analysis (EFA) 78 3.9c Importance Performance Analyses (IPA) 79 3.9d Correlation Analyses 81 3.9e Regression Analyses 81 3.9f Analyses of Variance (ANOVA) 82 IV FORMULATION OF HYPOTHESES 83-93 4 Formulation Of Hypotheses 83 4.1 Objectives of the Study 83 4.2 Research hypotheses 84 4.2a Influence of Event Image on event 84 participant’s Destination Image, Event and Destination Behavioural Intention 4.2b Relationship of Dimensions of Event 86 Image with Destination Image 4.2c Perception of Event Image Dimensions, 89 Event Image, Destination Image Dimensions, Destination Image and Event & Destination Behavioural Intention as per demographics of the event participant and number of visits Page No.
V DATA ANALYSES 94-140 5 Data Analyses 94 5.1 Data Cleaning and Replacement of 95 Missing Values 5.2 Demographic Profile of the Respondent 95 5.2a Factor Analyses of Event Image 100 Dimensions 5.2b Factor Analyses of Destination Image 104 5.3 Analyses of the Event Image Among 107 Respondents 5.4 Analyses of Destination Image of the 109 Respondents 5.5 Importance Performance Analyses 110 5.6 Importance Performance Analyses of 115 Destination Image Dimensions 5.7 Section II Testing of Hypotheses 119 5.7.1 Influence of Event Image on participant’s 119 Event Behavioural Intention, Destination Image & Destination Behavioural Intentions 5.7.2 Relationship between Dimensions of event 121 Image and Dimensions of Destination Image______VI DISCUSSION, CONCLUSION & 141-183 IMPLICATION 6.1 Discussions 141 6.1.1 Dimensions of Event Image 141 6.1.2 Dimensions of Destination Image 147 6.1.3 Importance Performance Analyses of 154 Event and Destination Image 6.1.4 Importance Performance Analyses of 159 Destination Image Dimensions 6.1.5 Influence of Event image on participant’s 163 Behavioural Intention towards event, Destination Image & Destination Behavioural Intentions 6.1.6 Influence of Event Image on Participants 164 Destination Image 6.1.7 Influence of Event Image on Participants 166 Destination Behavioural Intentions 6.1.8 Relationship of Dimensions of Event mage 167 with Dimensions of Destination Image
XI Chapter Page No. 6.1.9 Difference in perception of event Image as 171 per Demographic characteristics and Number of Visits 6.2 Managerial Implication 177 6.2.1 Event Managers 178 6.2.2 Destination Managers 179 6.3 Theoretical Contribution 181 6.4 Limitations 182 6.5 Directions for Future Research 182 6.6 Conclusion 183 REFERENCES 184-216 APPENDIX I 217-221 APPENDIX II 222-224 APPENDIX III 225-256
xii LIST OF TABLES
Table No. Page No. 2.1 Definition o f Destination Image 25-28 3.1 Attributes O f Destination Image 70 3.2 Attributes of IFFI 71-72 3.3 Response Rate 77 5.1 Demographic Characteristics O f the respondents 96 5.2 KMO and Bartlett's Test for dimensions o f event Image 99 5.3 KMO and Bartlett's Test for dimensions o f Destination 99 Im age 5.4 Eight Factor Principal Component Analyses o f Event Image 100-101 5.5 Six Factor Principal Component Factor Analysis of 104-105 Destination Image 5.6 Descriptive Statistics O f Dimensions O f Event Image 108 5.7 Descriptive Statistics of Dimensions o f Destination 109 5.8 Importance Performance Analysis o f Event Dimensions 111-112 5.9 Importance performance Analyses of Destination Image 116-117 D im en sio n s 5.10 Influence of Event Image participant’s Event Behavioural 120 Intention, Destination Image & Destination Behavioural In ten tion s 5.11 Relationship between Dimensions of Event Image and 124-126 Dimensions of Destination Image 5.12 Event Participant’s perception of Event Image Dimensions 128 based on Demographics and Number o f visits 5.13 Event Participant’s perception of Destination Image 131 Dimensions based on Demographics and Number of visits 5.14 Event Participants perception of Event Image based on 133 Demographics and number o f visits to the event 5.15 Difference in Event Reparticipating Intention based on 134 Demographics and number of visits of the event participants’ 5.16 Difference in willingness to recommend the events to others 136 based on Demographics and number o f visits of the event participants’ 5.17 Difference in Event Participants perception of Destination 137 Image Based on their Demographics and number o f visits 5.18 Difference in Event Participants perception of Destination 138 Revisit Intention Based on their Demographics and number o f v is its 5.19 Difference in willingness to recommend the Destination to 139 others based on Demographics and number o f visits
xiii LIST OF FIGURES
2.1 Types of Image ^ 29 2.2 Formation of Secondary Image 30 2.3 General framework of destination Image 31 Formation 2.4 Classification Of Events 43 3.1 Importance-Performance Matrix (IPA Matrix) 81 4.1 Influence of Event Image on Event & Destination 86 Behavioural Intentions and, Destination image 4.2 Hypothesized relationship between Dimensions of 89 Event Image with Dimensions of Destination Image 4.3 Hypothesized relationship between Dimensions of 90 Event Image and Demographics Characteristics & number of visits. 4.4 Hypothesized relationship between Dimensions of 90 Destination Image and Demographics Characteristics & number of visits 4.5 Hypothesized relationship between Event Image 91 and Demographics Characteristics & number of visits. 4.6 Hypothesized relationship between Event Re 91 participation Intention and Demographics Characteristics & number of visits 4.7 Hypothesized relationship between Event Re 92 commendation Intention and Demographics Characteristics & number of visits. 4.8 Hypothesized relationship between Destination 92 Image and Demographics Characteristics & number of visits. 4.9 Hypothesized relationship between Destination Re 93 visit Intention and Demographics Characteristics & number of visits 4.10 Hypothesized relationship between Destination Re 93 commendation Intention and Demographics Characteristics & number of visits
XIV Events And Destination Image: An Analysis of International Film ______Festival of India - Goa
CHAPTER I
INTRODUCTION
1. INTRODUCTION:
The Introduction chapter covers Research &Theoretical Background, states the
Purpose of the Study, Research Problem, Research Questions and Objectives of
the study and presents Significance of the study, Scope of the study and the
Organization of the Thesis.
1.1 RESEARCH BACKGROUND:
“Tourism is conceived as an easy means of boosting a national or regional
economy, as it may bring investment, create jobs, and promote sales of crafts
and local artifacts”. (Pandey et al., 1995). “Increasingly, cities, and nations are
turning to tourism as an important element in their economic portfolio. If it is
handled appropriately, tourism can also become an important engine for
achieving broader social goals”(Crouch & Ritchie, 1999). According to
UNWTO 2015 report, "Tourism has evolved into a global phenomenon - one of the most important economic sectors and social activities of our time. Today, it contributes directly to 10% of the world’s GDP; one in 11 jobs globally and contributes US $ 1.5 trillion in world export.” As per the projection of
UNWTO (2015) “...international tourist arrivals worldwide by 2020 is
Goa University Page 1 Events And Destination Image: An Analysis of International Film Festival of India - Goa
expected to reach close to 1.4 billion. The 1.5 billion mark will be in sight by
2023 and 1.8 billion by 2030”. This growth in tourism industry has attracted
destination managers to develop new tourism destinations. However, "as a
socio-economic activity, tourism does not occur randomly. Some destinations
appear to be more successful than others in offering tourism activities and in
attracting tourists”(Formica, 2000). Apart from this, “Today’s tourist is
facilitated by increased leisure time rising level of disposable income and more
efficient transportation network” (Echtner & Ritchie 1993). So on one side
there are several choices available for the traveler and on the other side they
have become quite selective in deciding which destination to travel, leading to
increase in challenges before the destination marketers. "In order to remain
competitive ...in today’s world, destinations will have to design and implement
strategies and marketing initiatives which addresses to achieve the desired
product positions in the target markets”(Hawkes & Kwortnik 2010). “A key
component of this positioning process is the creation and management of a
distinctive and appealing perception or image of the destination” (Calantone et
al, 1989).
According to Crompton (1979) Destination Image is, “the sum of beliefs, ideas, and impressions that people have of a destination”. The destination images held by consumers are so powerful that they can either benefit the country or have a negative impact. "In order to benefit the destination, images have to be
Goa University Page 2 Events And Destination Image: An Analysis of International Film Festival of India - Goa
distinctive, appealing, simple, and most importantly, believable and should be
based on reality” (Kotler & Gartner 2002).
Image of the destination perceived by the tourist plays a crucial role in
understanding the behavior of tourist as well as developing appropriate
marketing strategies. Researchers in the past in travel and tourism have
demonstrated that Destination Image plays a vital role in influencing the
behavior of tourist. Tourist behavior is a Collective term, which includes pre
visit’s decision making, attitude during the stay and post - visit behavioral
intention i.e. Intention to revisit the destination and willingness to recommend
the destination to others. “It is argued that image will influence a tourist in the
process of choosing a stay, the subsequent evaluation of the stay and in his or
her future intentions” (Bigne et al, 2001). This stimulated to investigate factors
influencing Destination Image in the academic field. “Secondary & primary information sources, motivations experience of leisure travel and socio demographic characteristics related to gender, age, level of education, social class, and country of origin are some of the factors that determine the formation of post-visit image of the destination ”. Beerli & Martin (2004).
The studies of Mossberg & Hallberg(1999), Jago et al (2003), Hinch& Higham
(2004), Richards & Wilson (2004), Dimeo & Kay (2004), Boo &Busser (2006) have identified Event as one of the factor which plays vital role in enhancing
Goa University Page 3 Events And Destination Image: An Analysis of International Film Festival of India - Goa
the image of the host destination and further to this researcher like Kaplanidou
& Gibson (2010), Kaplanidou & Vogt (2007), Kim & Chalip (2004)
demonstrated its influence on the tourist Behavioral Intentions. "When a major
event attracts international attention and large number of visitors, the centre or
region hosting the event is effected in many ways, both positively and
negatively”(Symel et. al. 1989). “The successful hosting of mega-events has
been purported to not only increase awareness and enhance the image of the
host country, but to also create a stronger competitive position and greater
benefits from tourists in the long-run’’(Ritchie & Smith, 1991). Furthermore,
Murphy & Carmichael(1991), Kang & Perdue(1994), Lee & Kwon( 1995), Lee
& Kim( 1998), Ritchie & Adair( 2002), Gelan(2003) has proved that mega
events have generated a positive economic impact for the host cities or
countries, in the form of tourist expenditure, foreign exchange earnings,
income, employment, and government taxes. . “In the context of tourism
destination marketing and branding, events can play a number of important roles - as attractions, image maker, animators of statistic attractions, and catalysts for other developments.” (Getz, 2005). In the academic field many researchers have provided sufficient evidence showing the influence of event on the image of the host destination, decision to choose the destination, correcting the negative image of the destination as well reinforcing and repositioning the image of the host place.
Goa University Page 4 Events And Destination Image: An Analysis of International Film Festival of India - Goa
1.2 THEORETICAL BACKGROUND
Concept of Destination Image:
The processes of conceptualization of Destination Image have been started from 1970 onwards and it continues till date. The reason behind this could be destination image is a complex term to understand and to define. Hence, several researchers have made an attempt to understand the concept of
Destination Image. Literature presents various definitions of the term destination image. However, the most commonly used definition is the definition of Crompton (1979), According to him, “Destination Image is the sum of beliefs, ideas and impressions that a person has of a destination.” Other researchers who have contributed in the field of Destination Image are Echtner and Ritchie (1991) who defines Destination Image as, “The perceptions of individual destination attributes and the holistic impression made by the destination”. In addition to this he also states that a destination image is processed in a three dimensional space: namely functional, psychological and holistic, where as Baloglu & Brinberg, (1997) and Baloglu & McCleary, (1999) states that Destination Image construct has at least two distinctive elements they are Cognitive and Affective. The Cognitive, element refers to all knowledge, perceptions, and beliefs that potential travelers hold about a destination and interprets image as a set of relevant attributes. Affective, element of Destination Image refers to consumers’ feelings about a destination, which can be favorable, unfavorable, or neutral. The association of Cognitive
Goa University Page 5 Events And Destination Image: An Analysis of International Film Festival of India - Goa and Affective elements leads to a behavioral, or co native component of
Destination Image (Gartner 1993).
Destination Image Formation:
Gartner 1993, states that, "Image formation is defined as a construction of a mental representation of a destination on the basis of information cues delivered by the image formation agents and selected by a person.” Literature related to Destination image suggests three sources of image formation they are
Destination promoters, autonomous and Image receiver himself. Balogu and
McCleary (1999) and Beerli and Martin (2004) states that “Destination Image is formed by two main factors i.e. stimulus factors (external factors) and traveler’s characteristics (internal factors)”. Stimulus factors are information received from various sources which include organic, autonomous, induced, and modified induced sources (Echtner & Ritchie, 1993).where as Internal
Factors includes individual characteristics which are socio-demographic factors like age, gender, social class, level of education, country of origin, ethnicity/race etc. and Psychological characteristics like personal needs, preferences, interests, motivations, values, prior knowledge, personality, and lifestyle.
Goa University Page 6 Events And Destination Image: An Analysis of International Film Festival of India - Goa
Stages of Image formation:
Literature reviles various stages of image formation. Gunn (1988) model of
image formation is of seven stages:
1. Formation of mental image about holiday experiences
2. Modification of above images based on information search
3. Decision is taken about vacation based on Mental Image and Further
Information
4. Actual Travel to the Destination
5. Experience the Destination during the trip
6. Return from the trip and
7. Further Modification of images depending on the vacation experience
Agents of Image Formation:
According to Gunn (1972), Gartner (1993), Alhemoud & Armstrong (1996),
Court & Lupton (1997), “Image formation is a construction of a mental representation of a destination on the basis of information cues delivered by the image formation agents and selected by a person”. As per Gunn (1972)
Destination Image is formed through Induced and Organic agents. Induced agent is the destination promoter itself who supplies information through marketing efforts. Organic agents are independent and supplies unbiased information about destination by way of news stories, documentaries, movies
Goa University Page 7 Events And Destination Image: An Analysis of International Film Festival of India - Goa
etc. Gartner (1994) presented a list of eight different agents of image formation
they are: Overt induced I (traditional forms of advertising), Overt induced II
(information received from tour operators, wholesalers, and organizations),
Covert induced I (recognized spokesperson), Covert induced II (Articles,
reports, or stories about a particular place from unbiased source), Autonomous
agents (independently produced reports, documentaries, movies, and news
articles), Unsolicited organic (Information not requested and provided by
tourists who have been to a destination and believe have knowledge of it),
Solicited organic (family or friends) and Organic (previous travel experience).
Destination Image and Behavioral Intention:
The studies of Chon (1990), (1991), Chen and Tsai (2007), Fakeye and
Crompton (1991), Lee, Lee, and Lee (2005) revealed the substantial influence of Destination Image on tourist behavior. Warshaw and Davis (1985) defined behavioral intentions as, “ the degree to which a person has formulated conscious plans to perform or none perform some specified future behavior.”
Future Behavior Intention means Intention to repeat visit/Purchase and
Willingness to recommend. “Revisit intention refers to tourist willingness or plans to visit the same destination again.” Cole & Scott, (2004). According to
Zei-thaml, Berry, &Parasuraman, (1996). “Revisit intentions can be defined as the intention of consumers to experience the same product, brand, place or region in the future”. According to Reichheld & Sasser, (1990) & Shoemaker
& Lewis, (1999). “Repeat purchase has been accepted as one of the most
Goa University Page 8 Events And Destination Image: An Analysis of International Film Festival of India - Goa
important subjects in contemporary marketing. In many studies, benefits of
repeat purchase are often noted as l)attracting previous customers is more cost-
effective than gaining new ones,(2) 5% increase in customer retention could
increase profit by 25-85% and (3) customer retention tends to yield positive word-of-mouth.”“ This phenomenon of repeat visit is also accepted in the field of tourism, indeed, many travel destinations rely heavily on repeat visitors.”
(Darnell & Johnson, 2001).
Richins, (1984) states that, "Word-of-mouth is a form of interpersonal communication concerning a consumer’s experience with an organization, product, or service”. Mangold, Miller and Brockway (1999) described word-of- mouth as a “Dominant force in the marketplace”, while Bendapudi and Berry
(1997) noted that word-of-mouth is the “.Ultimate test of the customer’s relationship and shows “.... whether the customer is willing to become an advocate” for a brand. According to Reichheld & Sasser, (1990), Word-of- mouth referrals account for up to 60% of sales to new customers. Researchers like Herr, Kardes, & Kim, (1991), Andreassen & Lindestad, (1998), Petrick,
(2004) and De Matos & Vargas Rossi, (2008) in their studies discussed Image as an antecedent to word-of-mouth activity and are recognized as an indicator of consumer loyalty.
Goa University Page 9 Events And Destination Image: An Analysis of International Film Festival of India - Goa
Events:
Event which is recognized as Special Event in academics is defined by Geier
(1986) “As any activity outside of an organization’s normal program presented
for and/or with a group of people that has a specific time frame”. Whereas
according to Getz (1999) “A Special event is a onetime or infrequently
occurring event outside the normal program or activities of the sponsoring or
organizing body. To the customer, a special event is an opportunity for leisure,
social, or cultural experience outside the normal range of choices or beyond
everyday experience”.
Types of Events:
Jago, (1997) classifies event into two categories , they are: Routine or Common
events and Special events. Special Events are further classified into Minor
Special Events, Festivals and Major Events. Major Events includes Hallmark
Events and Mega Events. Where as Getz in his studies carried out in 1991,
2005, and 2008 classifies events on the bases of Size, Occurrence and Form.
On the bases of Size & Occurrence events are classified as Occasional Mega - event, periodic Hallmark event, Periodic regional event and periodic local events. On the basis of content or form events are classified as cultural event, sports event, arts and entertainment event, education & scientific event and
Private event.
Goa University Page 10 Events And Destination Image: An Analysis of International Film Festival of India - Goa
Event Image:
Gwinner (1997), Defines , “an Event’s Image is a function of the type of Event
(e.g., sports, festival, arts), Event characteristics (e.g., size, professional status,
history, venue, promotional appearance), and individual factors (e.g., meanings
associated with the Event, strength of meanings, and past history with the
Event)”. According to Kaplanidou (2006) “Event Image could consist of
similar components to those of the Destination’s Image”. Whereas the study of
Kaplanidou, Funk, Buta & Goutzioupas, (2009) reveals that “active sports
tourists’ images of a sports event include mental representations about the
organizational, environmental, physical, social and emotional aspects of the event”. Such aspects can influence their behavioral intentions to return to the destination as well as their destination image perceptions (Kaplanidou & Vogt,
2007). Thus, the importance of the event image concept is twofold: it has a significant influence on destination image and behavioral intentions to revisit the host destination (Kaplanidou & Vogt, 2007).
Theories of Image Transfer:
There are no specific direct theories of image transfer particularly related to event image transfer into destination image as well as limited usage of understanding the mechanism involved in event image transfer into destination image is available in the field of academics, very few researchers who have
Goa University Page 11 Events And Destination Image: An Analysis of International Film Festival of India - Goa made this attempt have applied theories of Brand image particularly the theory of Co - branding and Associative network memory model.
The Theory of Co-Branding:
As per this theory co-branding of two brands leads to transferring image of one brand to another, the theory is used by the researchers in destination Image field in which two brands i.e. destination and events have been paired for image transfer which leads to positive image transfer or negative image transfer. Kim and C.T. Allen (1996), Van Auken and Adams (1999) states that
“mere pairing of events and destination is not important rather it is important that which destination is paired with which event. It is essential to explore the events brand relation with the destination brand to acquire desired results”.
Associative Network Memory Model (ANMM):
“The ANMM (Keller 1993) is an image-formation mechanism. The model assumes that human memory consists of network of nodes and connecting links, in which the nodes represent stored information or concepts, and the links represent the strength of the associations between information and concepts. Information is recalled from memory when a node is activated. This process is known as “association, “and these associations form the image of the destination”.
Goa University Page 12 Events And Destination Image: An Analysis of International Film Festival of India - Goa
The present study conceptualizes that image of the destination and event is
formed by its dimensions. Event image influences event behavioral intentions
and destination image influences destination behavioral intentions. Apart from
this Event image play important role in influencing the image of the host
destination leading to impacting on future Behavioral intentions of the event
participants. The study hypothesizes that the transfer of event image to
destination is a result of relationship of dimensions of event image with the
dimensions of destination Image.
1.3 PURPOSE OF THE STUDY:
The main purpose of the current study is to determine the role of event image in influencing event participant’s image of the host destination and their event and destination behavioral intention. This study also seeks to identify the dimensions of event image and destination image by using Importance
Performance Analyses matrix, Further to this the study seeks to provide a theoretical understanding and empirical examination of influence of event image on Event Behavioral Intention, Destination Image and Destination
Behavioral Intention of event participants, as well as to investigate whether
Event participants relate Dimensions of event Image with Destination Image.
This research is conducted to investigate the above.
eeeaesas Goa University Page 13 Events And Destination Image: An Analysis of International Film Festival of India - Goa
1.4 RESEARCH PROBLEM, RESEARCH QUESTIONS AND
OBJECTIVES OF THE STUDY:
The phenomenon of hosting events for tourism has been extensively discussed
in both the tourism and event fields. “The tourism literature concentrates on
whether events can improve or otherwise change the image of the hosting
destination.”(Deng & Li, 2013). “In the event field, related studies have
focused on the economic, socio-cultural, and environmental effects of these
events on the host city or country.” (Getz, 2008).However ,Most of the
researchers have focused their studies on assessing the relationship of Sports
Events and Destination Image particularly Mega Sports events like Olympic,
World Cup etc., Respondent chosen in most of the studies were either students
or foreign tourist and not the actual event participants. The influences of event
on the image of destination were assessed by simply taking responses from the respondent on the attributes of destination image before, during or after the event. The systematic study involving, identifying the dimensions of event image, assessing the importance of theses dimensions to the participants and evaluating their actual experience by Importance Performance analyses, contribution of the dimensions of event in the image of the event. Assessing the impact of Event Image on Destination Image, Event Behavioral Intention as well as Destination Behavioral Intentions was not found. Limited number of studies is found in the academic literature which assessed the contribution of recurring annual cultural or leisure events on the event participant’s image of
Goa University Page 14 Events And Destination Image: An Analysis of International Film Festival of India - Goa
the host destination and future behavioral intentions. Most of the Studies
undertaken were “whether type” of studies. (Whether event influences
destination image?) Paucity of research assessing How, Event Image influences
Image of the Destination? Film Events which are partly considered as cultural
events also have the capacity to enhance the image of the destination as well as hold the potential to influence Behavioral Intention of event participants. This study attempts to bring out Event related, issues such as Event Image and
Dimensions, Destination Image and Dimensions, Importance performance of event and destination image dimensions, Influence of Event Image on
Destination Image and Behavioral Intentions and Event Participants’ relational association with Dimensions of Event and Destination Image for taking decisions related to attending the event or visiting the destination,
Research Questions:
The following research questions guided the study by answering issues relevant to the main objectives and narrow down the findings to accomplish the research goal:
> What are the dimensions of event image?
> What is the contribution of these dimensions in creating the image of the
event?
> How important are theses dimensions and their actual experience?
GOA UNIVERSITY Page 15 Events And Destination Image: An Analysis of International Film Festival of India - Goa
> Whether event image influences participant’s event revisit &
recommendation intention?
> Is there any difference in perception of Dimensions of Event Image,
Event Image & Behavioral Intention as per Gender, Age, and Marital
status, Level of Education and Occupation of the event participant?
> Is there any difference in Dimensions of Event Image, Event Image &
Behavioral Intention of First Time, Repeat & Regular Event
participants’?
> What are the Dimensions of Destination images of Event Participants’?
> What is the contribution of these dimensions in creating the Image of the
Destination?
> How important are theses Dimensions and their actual experience?
> Does Event Image influences event participants Destination Image &
Destination Behavioral Intentions?
> Do participants relate Event Image Dimensions with Destination Image
Dimensions?
> Is there any difference in perception of Dimensions of Destination
Image, Destination Image & Destination Behavioral Intention as per
Gender, Age, Marital status, Level of Education & Occupation of the
event participants?
> Is there any difference in Dimensions of Destination Image, Destination
Image & Destination Behavioral Intention of First Time, Repeat &
Regular Event participants’?
Goa University Page 16 Events And Destination Image: An Analysis of International Film Festival of India - Goa
Objectives of the Study:
Based on the purpose and research questions, the broad objectives have been
framed to understand the mechanism and process involved in the formation of
Event Image, and its influence on Destination Image and Behavioral Intentions
• To identify the dimensions of Event Image and Destination Image and
to determine the contribution of these Dimensions in the formation of
Image.
• To assess performance of the Event Image Dimensions and Destination
Image Dimensions using Importance Performance Analyses.
• To study the influence of Event Image on event participants Destination
Image, Event & Destination Behavioral Intention.
• To investigate whether Event participants relate Dimensions of Event
Image with Dimensions of Destination Image.
• To find if there is any difference in the perception of Event Image
Dimensions, Event Image, Destination Image Dimensions, Destination
Image and Event & Destination Behavioral Intention as per
Demographics and number of visits to the event.
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I. 5 SIGNIFICANCE OF STUDY:
J. Hunt (1975) one of the pioneer researcher in the field of destination image
believed th at, Image of the destination plays significant role in the success of
tourism activities of the nation due to its potential to influence decision making
capability of tourist. The studies ofBaloglu & McCleary, (1999), Chon, (1990),
(1992), Echtner & Ritchie, (1991), Milman & Pizam, (1995), Woodside &
Lysonski, (1989) acknowledge that, "destination image affects tourists’ subjective perception, consequent behavior, and destination choice” .
According to Chen, (2001) “a good understanding of tourists' perceived importance of destination presumably enables destination marketers to entice potential customers”. In addition, the resulting data acquired from tourists ' image studies often help destination marketers identify a location's strengths and weaknesses, providing critical insights on service delivery and product development. This importance of Destination Image concept have motivated various researchers in last 45 years to carry out studies to understand various aspects of destination Image concept, Despite of this , the research on destination image faces difficulties due to tourism product’s characteristics such as its “complexity” (Smith 1994) and “multidimensionality” (Gartner.
1989).
“Tourism destinations widely recognize the important role and potential benefits of hosting events, despite huge costs, investment, and related social problems when preparing and
Goa University Page 18 Events And Destination Image: An Analysis of International Film Festival of India - Goa
Hosting the event” (Getz 2008). According to the comprehensive image
formation framework of Gartner (1993), “when a tourism destination hosts an
event, the destination image will change because of various related factors,
such as media exposure, word of mouth, and so forth”. Scholars of both
tourism and event fields regard the effect of events on the change of tourist-
perceived destination image as one of the popular topics. Consequently, this
effect has been discussed and supported by empirical studies (Kim and
Morrison 2005; C.-K. Lee, Lee, and Lee 2005; Xing and Chalip 2006).
Demarche(2003) mentions that “Destinations are attracted to hosting sport
Events to draw marketing benefits that will contribute to the success of the
Destination in the long run by creating awareness, improving their Image with
visitors, and attracting tourism business to generate future inbound travel”.
Literature reveals number of studies which have shown the influence of Event on Destination Image e.g. Mossberg (1997, 1999), Kim and Morrision (2005),
Ritchie and Smith (2005), Lee, Lee, & Lee, (2005) Lee, Taylor, & Lee, 2005) etc. & also the subsequent influence on the participant Behavioral intention has been shown by the studies undertaken by K. Kaplanidou & C. Vogt (2007),
Kaplanidou, Jorda, Funk, and Rindinger (2012).However, the concept of image is dynamic and complex and need to be investigated more carefully and systematically.
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1.6 SCOPE OF THE STUDY:
The study is conducted at International Film Festival of India, Goa. (IFFI),
which was held from 20/11/2015 to 31/11/2015 at Panaji, the state capital of
Goa in India. The respondents were the actual International and National event
participants. The overall goal of the study is to understand whether event
influenced destination Image of the host place is formed by relating the
Dimensions of event Image with the Dimensions of Destination Image. The
researcher has to identify the dimensions of event image and destination Image
by applying Importance Performance analyses and also have to test the
influence of event image on event behavioral intentions. Destination image and
Destination Behavioral intentions. Additionally the current study also measured
the difference in perceptions of various variables depending upon Demographic
Characteristics and Number of visit of the event participants. The results of the
studies are useful to the event organizers, destination managers, policymakers
and educationalist in the field of event and destination image. Apart from this
the attempt made to understand the image transfer mechanism of event image to destination image will contribute in expanding current knowledge in the
field of Destination Image.
1.7 ORGANIZATION OF THE THESIS :
The thesis is organized into six chapters. A brief outline of each of them is given below:
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Chapter I: The Introduction
The Introduction chapter includes Research Background, Theoretical
Background, and Purpose of the Study, Research Problem, Research Questions,
and Objectives of the study, Significance of Study, Scope of the study and
Organization of the Thesis.
Chapter II: Review of Literature
This chapter focuses on the reviews of the relevant literature related to
Destination Image, Event Image and Influence of Event Image on Destination
Image and Behavioral Intentions.
Chapter III: Research Methodology
This chapter provides a detailed discussion of the research methodology
adopted by the researcher for the effective conduct of the study. It contains
information on the research design, data collection and analysis techniques.
Chapter IV: Formulation of Hypotheses
This chapter includes the objectives designed for the purpose, and the formulation of the hypotheses based on the conceptual models developed for testing.
Chapter V: Analysis and Results
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This chapter deals with the data analysis and results of the study.
Chapter VI: Discussions and Conclusions
This chapter summarizes the findings of the study, implications of the study, areas of future research, limitations and conclusions of the study.
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CHAPTER - II
LITERATURE REVIEW
2 LITERATURE REVIEW:
In this chapter the researcher will be reviewing literature related to Destination
Image , Event Image and Influence of Event Image on Destination Image and
Behavioral Intentions.
2.1 LITERATURE REVIEW ON DESTINATION IMAGE:
Destination Image plays an important role in the success of Tourism. It is a crucial factor for the Supply - Side i.e. promoters of tourism as well as for the
Demand Side i.e. Tourist. From the suppliers point of view important marketing decisions like promotion, planning, positioning etc. depends on the
Image of the destination. From Demand Side i.e. Tourist decision in selecting a place to visit and future Behavioral Intention depends on the image created by the destination. Researchers universally accepted this importance and various studies have been conducted in this field. The studies relating to Tourism destination image emerged from Hunt’s work of 1971. From this time onwards, there were various researchers who made contributions in this field. They have investigated destination image based on two approaches:
(a) Contribution in building the theory of Destination Image and MSB Go a U n i v e r s i t y Page 23 Events And Destination Image: An Analysis of International Film Festival of India - Goa
(b) Role of destination image on behavior and destination choice of the tourist.
2.1 a. Contribution in building the theory of Destination Image:
In the last 45 years researchers have made a substantial contribution in developing the theories of Destination Image. The main focus of these studies was to: i. Understand and Define Destination Image ii. In formation of Image iii. Identifying components/dimensions of destination Image iv. Measuring/Assessing the Image of the Destination and v. Determining Factors influencing Destination Image.
2.1a. i. Meaning & Definition of Destination Image:
Olivia Jenkins (1999) states, “Determining an exact meaning of the term
‘tourist destination image’ is problematic. The term has been used in a variety of contexts, including those pertaining to the destination images projected by tourism promoters, the publicly held or ‘stereotype’ image of the destinations and the destination image held by individuals.” A substantial number of researchers have contributed in defining the term Destination Image. The reason behind this is that they are actually defining a specific aspect of destination image and not the comprehensive definition in which all aspects of destination image are covered. Table2.1 presents some selected definitions of
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Destination Image from 1975 to 2013. The analyses of theses definition brings out some important aspects. Authors like Hunt (1975), Assael (1984), Phelps
(1986),Richardson& Crompton (1988), Calantone, et al (1989) defines
Destination Image by using the term tourist perceptions of the place to visit.
Which is basically of a potential tourist and this opinion is based on various sources of information. Authors like Lawson and Bond-Bovy (1977), Reynolds
(1985), Fakeye and Crompton (1991) talks about the process of forming this opinion or perception. Researchers like Dichter (1985), Gartner (1989),
Mackay and Fesenmaier (1997) brings out the importance of attributes of destination in creating the image. Embacher and Buttle (1989), Gartner (1993),
(1996) brings in the concept of “cognitive, affective, and conative” relationship. Ahmed et al. (2006), Tasci, Gartner & Cavusgil (2007), Agapito
& Mendes (2013) address its influence on the consumer behavior”.
Table2.1
Definition of Destination Image
References Definition of image Hunt (1975) “Perceptions held by potential visitors about and area ”
Crompton (1977) “Organized representations o f a destination in a cognitive system ”
Lawson and Bond-Bovy “An expression o f knowledge, impressions, (1977) prejudice, imaginations and emotional thoughts an individual has o f a specific object or place ”
Crompton (1979) “Sum o f beliefs, ideas and impressions that a person has o f a destination ”
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References Definition of image Dichter (1985) “Image as an overall or total impression which is formed as a result o f the evaluation o f individual attributes which may contain both cognitive and emotional content ”
Reynolds (1984) “An image is the mental construct developed by the consumer On the basis of a few selected impressions among the flood o f total impressions. It comes into being through a creative process in which selected impressions are elaborated, embellished and ordered”
Phelps (1986) “Perceptions or impressions o f a place ”
Gartner & Hunt (1987) “Impressions that a person ...holds about a state in which they do not reside ”
Fridgen (1987) “A mental representation o f an object, person or event which is not physically before the observer ”.
Assael (1987) “Perception of vacation attribute ”
Richardson & Crompton “A Complex combination o f various products (1988) and associated attributes ”
Gartner (1989) “Total perception o f the destination that is formed by processing information from various sources over time ”
Embacher and Buttle (1989) “Image is comprised o f the ideas or conceptions held Individually or collectively o f the destination under investigation. Image may comprise both cognitive and evaluative components ”
Calantone,et al (1989) “Perception o f potential tourist destination ”
Fakeye and Crompton (1991) “Image is the mental construct developed by a potential tourist on the basis o f a few selected impressions among the flood o f total impressions ”
Kotler et al (1994) “The image of a place is the sum o f beliefs, ideas, and impressions that a person holds o f it”
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______References______Definition of image______Gartner (1993), (1996) “Destination images are developed by three hierarchically interrelated components: cognitive, affective, and conative ”
Milman andPizam (1995) “Visual or mental impression of a place, a product, or an experience held by the general public ”
Mackay and Fesenmaier “A compilation o f beliefs and impressions (1997) based on information processing from a variety o f sources over time resulting in an internally accepted mental construct .... A composite o f various attractions and attributes woven into a total impression ”
Baloglu andMcCleary(1999) “An individual’s mental representation o f knowledge, feelings, and global impressions about a destination ”
Ahmed et al. (2006) “What tourists think or perceive about a state as a destination, its tourism resources, its tourist services, the hospitality o f its host, its social and cultural norms, and its rules and regulations which influence their consumer behaviour ”,
Stepchenkova &Morrison “Image is a multi-faceted, Composite (2006) construct, which consists o f interrelated cognitive and affective evaluation woven into overall impression ”
Della Corte and Micera “The whole o f beliefs, ideas and impressions a (2007) destination can generate in potential and actual tourists ’ minds ”
Tasci,Gartner & Cavusgil “Destination image is an interactive system o f (2007) thoughts, opinions, feelings, visualization, and intentions toward a destination ”
Bigne, Sanchez and Sanz, “It consists o f all that the destination evokes in (2009) the individual; any idea, belief, feeling or attitude that tourists associate with the place ”,
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References Definition of image Agapito & Mendes (2013) “Destination Image consists o f a subjective interpretation o f a destination made by an individual which influences tourist behaviour ”
2.1 a ii. Destination Image Formation:
Destination image formation is a continuous process and keeps on modifying from pre-visit to post visit stages of travel. According to Ditcher (1985) &
Embacher and Buttle (1989), “Image is formed by interrelating two components i.e. Cognitive & Affective”. Baloglu and McCleary (1999), Chen
& Uysal (2002), Kim & Richardson (2003,) Pike & Ryan (2004), Beerli &
Martin (2004) states ,“ Image formed by belief or knowledge is termed as cognitive image and image formed by cognitive evaluation of a place and feelings towards it is termed has affective image.” Similar opinion is also articulated by Martin & Bosque (2008) and mentions that “Destination image is multi - dimensional that includes not only belief or knowledge about the place’s attributes, but also the individual’s feelings towards the tourist destination.” According to Gartner (1994), “Destination images are formed by three distinctly different but hierarchically interrelated components: cognitive, affective and conative”. The conative or behavioral aspect of the destination image is related to how a traveler acts toward a destination on the basis of cognitive and affective image. Stem & Krakover (1993), Baloglu and
McCleary (1999), Tasci, Gartner & Cavusgil (2007) affirm that, “Interrelation
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between Cognitive & Affective components leads to Composite Image or
overall image”.
2.1 a iii. Types of Destination Image:
Phelps (1986) Gunn (1988), Mansfield (1992) categorizes image into Primary
image and Secondary image. Primary Image is formed by actual visitation to
the destination and recalling the experience. Whereas, Secondary Image is
formed by Information sources before the visit this is presented in Fig. 2.1&
2.2
Fig. 2.1.representing types of image (Adapted from Sergio Dominique Ferreira Lopes 2011)
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Fig. 2.2representing formation of Secondary image (Adapted from Sergio Dominique Ferreira Lopes 2011)
Researchers like MacKay and Fesenmaier 1997,Baloglu and McCleary (1999),
Galarza, Saura et al. 2002,Beerli and Martin (2004) agree that Image is mainly formed by two factors they are Stimulus and Personal factors. Stimulus factors are Information sources, physical objects and previous Experience. Whereas personal factors are psychological and socio-demographic characteristics of the tourist Baloglu and McCleary (1999) present a general framework of destination Image formation through extensive review of literature which is presented in Figure 4. As per Baloglu and McCleary(1999) / ‘Variety (amount) and type of information sources used about destinations and tourists' socio - demographic characteristics influence the perceptions and cognitions of destination attributes... these perceptions, together with travelers' socio
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psychological motivations, form feelings towards destinations.. Then form the
overall image of tourism destinations”.
Fig.2.3General framework of destination Image Formation. Adopted from Baloglu and McCleary (1999)
2.1 a iv. Dimensions of Destination Image:
Destination Image consists of tourist perception of various attributes/ dimensions of the destination, although these attributes or dimensions may vary from place to place. Some of them can be adopted universally and hence various researchers like Byon & Zhang ( 2009),Aksu et al., (2009), Alcaniz et al., (2009) Lee.,(2009) Martin and Bosque, (2008), Chi and Qu( 2008), Hosany et al., (2006), Lee et al., (2005)Beerli and Martin(2004), Hui and
Wan(2003),Chalip et al.,(2003),Chen and Hsu(2000), Baloglu and
McCleary(1999),Baloglu and Bringerg(1997),Echtner and
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Ritchie(1991),Fakeye and Crompton (1991)etc. have made an attempt to identify these dimensions. Beerli & Martin (2004) made an extensive literature review and structured into nine dimensions of destination image. They are:
Natural Resources (Weather, Beaches, and Wealth of countryside),General
Infrastructure (Roads, airport, public & private transport, communication system etc.), Tourist Infrastructure (Hotels, Restaurants, Bars, discotheques and clubs, Tourist centers, Network of tourist information etc.), Tourist Leisure and
Recreation (Theme parks, Water parks, Trekking, adventure activities, Casinos,
Night life, Shopping etc.),Culture, History and Art (Museums, historical buildings, Museums, historical buildings, Folklore, Customs and ways of life etc.), Political and Economic Factors (Political stability, Economic development, Safety, Terrorist attacks, Prices etc.),Natural Environment
(Beauty of the scenery, Attractiveness of the cities and towns, Cleanliness,
Overcrowding, Air and noise pollution, Traffic congestion etc.), Social
Environment (Hospitality and friendliness local residents of the,
Underprivileged and poverty, Quality of life. Language barriers etc.),
Atmosphere of the Place (Luxurious, fashionable, place with a good reputation, family-oriented destination, exotic, mystic etc.)
2.1 a v. Measuring/Assessing the Image of the Destination:
According to Echtner & Ritchie (2003), “Destination Image should be envisioned as consisting of two main components; those that are attribute based
Go a U n iv e r s it y Page 32 Events And Destination Image: An Analysis of International Film Festival of India - Goa
and those that are holistic”. Review of literature brings out two basic
approaches i.e. structured and unstructured to assess the image of the
destination. Prior to Echtner & Ritchie (1991, 1993), most of the researchers
have preferred quantitative studies with structured questionnaires using
attributes of destination image on either a semantic differential scale or Likert
type scale e.g. Hunt (1975),Crompton( 1985),Gartner & Hunt (1987),
Ritchardson & Crompton (1988),Gartner(1989),Calantone(1989) etc. As
suggested by Etchner & Ritche (1993) to use both Qualitative & Quantitative
technique many researchers started using the Qualitative technique such as
Case study, content analysis, in -depth interviews, picture interpretation etc. to
identify the attributes of selected destination and thereafter a quantitative
technique was used by the researchers on respondents to obtain the responses.
E.g. Milman & Pizam (1995),Court & Lupton 1997, Mackey &
Fesenmaier(1997),Tapachai & Waryszak(2000), Rezende - Parkar, Morrison
and Ismail (2003), Litvin & Kar (2004), William Hunter(2012), Sarinya
Sungkatavat (2013) etc.
Researchers evaluated visitors pre-trip / post-trip image e.g. Chon, 1991,
Fakeye & Crompton, 1991),Pizam and Milman (1993),Chaudhary (2000),
Litvin and Ling (2001), image during the trip e.g. Smith, Li, Pan, Witte &
Doherty(2015) as well as image of the non visitors also have been assessed
(Cherifi et al, 2014).
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2.1 a vi. Factors influencing Destination Image:
According to (Goodall, 1990), “It is important for destination to understand
factors that influence destination image formation to identify potential markets
and to formulate appropriate strategy.” Review of literature shows that
Information source, Socio - Demographic characteristics, Motivation, Previous
travel experience, Country of Origin, Culture, Events etc. are some of the
factors which influence image of the destination.
1. Information Sources: Information source also known as stimulus factors
(Baloglu & McCleary 1999) or image formation agents (Gartner 1993), is an
important factor influencing the Destination Image. Literature purposes
Promotional Broachers, Novels, Stories, News, Articles, and Television Shows.
Movies, Family and Friends, Social Media etc. are the sources of Information
providers. These sources are classified into Organic & Induced by (Gunn
1988).According to Calantone et al (1989), “perception may be formed by word-of-mouth communication, reading books on foreign countries, being exposed to promotion from tourism marketing boards, and many other sources”. Baloglu and McCleary (1999) study indicated that variety (amount) of information sources and type of information sources influence cognitive evaluations of Destination Image. Studies of Fakeye & Crompton (1991), Chon
(1991), Gartner (1993), Baloglu (2001), Kim and Morrison (2005) etc. demonstrated the importance of Information Source in influencing the image of
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the destination. Study of Woodside and Lysenko’s (1989) shows the effect of
information source on cognitive image and not on the affective image , were as
study of Um and Crompton's (1990) & Um(1993) “information received
through promotional media, friends and relatives affects on cognitive as well as
affective aspects of image.” The research of Kim and Richardson (2003)
demonstrated that the “effects of a movie were significant for some
components of the image of Vienna.” Beerli & Martin (2004) indicated that
the “information provided by travel agency staff proved to be the induced
source which displayed a positive and statistically significant influence on the
cognitive factor of Sun and Sand type destination.” According to Xiang &
Gretzel (2010), “Credible sources like novels, certain films and school have an
unusually strong influence on the perception of the place.” Agapito et al
(2011) study result proves that “recommendation from family and friends are
considered to be the most credible source of information in the process of
choosing a holiday destination.” Cherifi et al (2014) research outcome have
shown that “Social media are used before, during and after holidays for experience sharing and are significant information source.” Tseng, et al. (2015) study brought out the influential role of Travel Blog on the image of
International Tourist.
2. Personal Factors: Personal Factors are Socio- Demographic characteristics of the individuals like gender, age, level of education, family life cycle etc. and
Psychological factors like motivation, values, personality, lifestyle etc. are also
Go a U n iv e r s it y Page 35 Events And Destination Image: An Analysis of International Film Festival of India - Goa considered to be factors influencing the Destination Image. Calantone et al.
(1989), Chen and Kerstetter (1999), Stem and Krakover (1993), Walmsley and
Jenkins, (1993) found some differences in the perceived image as per gender, age, level of education, occupation, income, marital status, and country of origin. Baloglu (1997), Baloglu and McCleary (1999), demonstrated that age, and education influence cognitive component of destination Image. Erik H.
Cohen (2003) empirically proved that image perception various as per gender and ethnicity. Beerli & martin (2004) also agrees that image perception depends on demographic characteristics like Gender, age, level of education.
3. Previous Travel Experience: In academic literature Phelps (1986), Chon
(1991), Fakeye and Crompton (1991), Hu and Ritchie (1993), Milman and
Pizan (1995), Baloglu and Mangaloglu (2001), demonstrated that familiarity with the destination influences destination image. Beerli & Martin (2004) indicated that the “level of experience of vacation travel has a positive and significant relationship with the cognitive image among first-time tourists and with the affective dimension of the image among repeat tourists”. The study of
Cherifi et al (2014) on non - visitors image perception found that People’s experiences in their own places of residence and in places they have visited influence their images of other cities. Furthermore, this study indicates that images of a city are strongly affected by experiences of products, cultural output and people connected to that place.
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4. Number of visits: “The destination image held by visitors who have made previous visits ends to be different from the image held by first-time visitors”
Jamilena et al (2012). Milman and Pizam (1995) empirically demonstrated that individuals who had previously visited Central Florida had a more positive image of the destination compared with non-visitors. Phillips and Jang (2010) also identified differences in how visitors and non-visitors construct their destination image of New York.
5. Length of stay: Duration of stay at a destination influence the perceived image. The study of Fake & Crompton (1991) identified the difference in image perception among First Time Visitor and Repeat Visitor on Social opportunities, Attraction, Infrastructure, Food and Friendly People dimension as per the length of stay.
6. Motivation: “Motivation influences the image forming process and the choice of destination” (Martin & Bosque (2008). The results of the research conducted by Um and Crompton (1990), Gartner (1993), Stabler (1995), Dann
(1996) , Baloglu (1997), Baloglu and McCleary (1999),Beerli And Martin
(2004) provides sufficient evidence for the influential role of t tourists’ motivation on their affective component of image.
7. Culture: Culture also plays vital role in influencing the destination Image.
According to Martin & Bosque (2008.), “Culture is a factor that could filter the individual’s perception”. Further it demonstrates the perception of a tourist
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destination is significantly affected by the individual’s cultural values. The
study of Mackay & Fesenmaier (2000) noted the difference in destination
Image dimensions among two cultural groups.
8. Country of origin: Country of Origin also influences destination image this
has been brought out by the researchers like Compton (1979), Alhemoud and
Armstrong (1996), Further; Erik H. Cohen (2003) demonstrated the strongest
influence on destination image by country of residence. The study of Beerli and
Martin (2004) states that the “country of origin may determine different
cultural factors that affect tourists’ perceptions on a cognitive and on an
affective level.” The results of their study revealed that, there are significant
relationships between the perceived image and the country of origin.
9. Distance: Hsu et.al. (2004) study result had shown the different in image perceptions of residents among nearby and far away states. Bonn et al (2005) research findings suggest that despite the onset of globalization and the introduction of the Internet (which serve to increase cultural awareness and decrease worldwide cultural distances), visitors still have different destination perceptions based on their geographic origin. According to Beerli & Martin
(2004), “the country of origin was the socio-demographic characteristic exerting most influence on the cognitive and affective components of image, both in the case of first-time and that of repeat tourists”.
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10. Events: The study of Chalip& Green (2001), (Kim and Morrison (2005),
C.-K. Lee, Lee, and Lee (2005), Dai and Bao’s (2006), Xing and Chalip
(2006), Kaplanidou et al (2012) etc. have shown that events change tourists’
perceived destination image.
2.1b. Role of destination image on behavior and destination choice of the
tourist:
According to Chen & Tsai (2007) “Destination image plays two important
roles in behaviors: (1) to influence the destination choice decision-making process and (2) to condition the after-decision-making behaviors including participation (on-site experience) and future behavioral intentions (intention to revisit and willingness to recommend)."
2.1b i. Influence of Destination image On Choice of Tourist:
According to Tasci and Gartner (2007), “Destination Image, both in terms of an overall evaluation and within its different components, has been postulated to influence various Consumer behavior variables”. In the academic field researchers have shown that Destination Image influences tourists in the process of choosing a destination. Author like Chen & Kerstetter (1999) puts forward that, “Tourist chooses one destination over another only when its positive image aspects exceed negative image aspects”. Bramwell and
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Rawding (1996), postulates that “Destination should have distinctive images
suggesting features different from tourist’s everyday life experience to choose
as a travel destination”. The influence of Destination Image on choice of
vacation has been included in their model of study by authors like Gartner
(1989),Stabler (1990),Crompton & Ankomah(1993), Ahmed & Armstrong
(1996),Balough & McCleary (1999), etc. Tapachai & Waryszak (2000) study
brought out that beneficial image created by value dimensions like functional,
social, emotional, epistemic and conditional influence the tourist’s decision to
explore a specific travel destination. According to study result of Um &
Crompton (1990), Prayag (2007), Kim & Perdue (2011) more positive
impression of tourist destination image leads to high travel motive.
2.1b ii. Influence of Destination Image on Future Behavioral Intentions:
The influence of image is not restricted to selecting a particular destination over another for vacation but also affects the after travel behavioral intention of tourist. Tasci & Gartner (2009), “Destination Image appears to have the most important effect on post - visit behavior of the tourist i e the visitors judgment about the likeliness to revisit or to the willingness to recommend the
Destinations to others. After the visit, a traveler recollects their experience and evaluates the good or bad aspects of the Destination against their pre-trip perception. Destination Image is refined and this Image has an impact on traveler’s future purchasing behavior. A positive Image may serve as a pull factor for the Destination and increase the likelihood of re-visitation and
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recommendation to others”. The study of N. Stylos et al. (2016) demonstrated
that holistic image of a destination positively affects intention to revisit to the destination. Study of C.-F. Chen, D. Tsai(2007) investigated the tourist behaviors by constructing a more comprehensive model considering destination image, evaluative factors (i.e. trip quality, perceived value, satisfaction) and behavioral intentions. Analysis indicates that destination image appears to have the most important effect on behavioral intentions (i.e. intention to revisit and willingness to recommend)
Empirical studies carried out in New Mexico and Thailand indicated that destination image positively affect future behavior Court & Lupton (1997),
Brown (2001).The studies of Fakeye and Crompton (1991), Murphy, Pritchard, and Smith (2000), Bigne, Sanchez, and Sanchez (2001) analyzed the factors that determine future visit of destination and has shown that image plays an important role. Ross (1993) found correlations between some destination dimensions and respondents evaluative variables. He found that if visitors have a positive image of a destination in terms of the receptiveness dimensions, they are more likely to revisit the destinations. Study of Kaplanidou, Jorda, Funk, and Rindinger (2012) suggest the importance of event and destination aspects for the prediction of behavioral intentions to revisit the destination, word-of- mouth and recommendation
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2.2 LITERATURE REVIEW ON EVENTS:
Events which are recognized as Special Event in academics is defined by Geier
(1986) defined as “any activity outside of an organization’s normal program
presented for and/or with a group of people that has a specific time frame”.
Report of Tourism Canada (1990), “A major celebration or display of some
theme, open to the public for a limited time only, which may recur annually or
less frequently and which generates interest outside the community where it
takes place. The event or festival must be capable of attracting international
travelers or have the potential to do so”. Whereas Getz (1999) defines it as “A
Special event is a onetime or infrequently occurring event outside the normal
program or activities of the sponsoring or organizing body. To the customer, a
special event is an opportunity for leisure, social, or cultural experience outside
the normal range of choices or beyond everyday experience”.
2.2 a. Types of Events:
According to Jago (1997) events are classified into two categories they are
Routine or Common Events and Special Events. Special Events are further classified into Minor Special Events, Festivals and Major Events. Major Events includes Hallmark Events and Mega Events. Major event’ contains two categories they are Hallmark events and Mega-events. These relationships can be represented diagrammatically in Figure 2.4(Adopted from Jago 1997).
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EVENTS ]
ORDINARY SPECIAL |
— .... ^ .— | MINOR FESTIVAL MAJOR : ..t .... X HALLMARK ][ MEGA
Fig.2.4: Classification Of Events (Adopted from Jagol997)
According to Getz (1991, 2005, 2008) Events have been classified on the bases
of size, occurrence and form. On the bases of Size & Occurrence events are
classified as occasional Mega - event, periodic Hallmark event, Periodic
regional event and periodic local events. On the basis of content or form events
are classified as cultural event, sports event, arts and entertainment event,
education & scientific event and Private event.
2.2 b. Event Image:
Gwinner (1997), defines, “an Event’s Image is a function of the type of Event
(e.g., sports, festival, arts), Event characteristics (e.g., size, professional status, history, venue, promotional appearance), and individual factors (e.g., meanings associated with the Event, strength of meanings, and past history with the
Event)”. According to Kaplanidou (2006) “Event Image could consist of similar components to those of the Destination’s Image”. On these lines of
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discussion we can say that Event Image is created by various Dimensions of
the Event and hence identifying Dimensions having influence on Event Image
is necessary.
2.2 c. Dimensions of Event Image:
Although limited, some researchers have made the efforts to understand and measure the Event Image like. Gwinner and Eaton (1999), Xing and Chalip
(2006) by using the set of adjectives like “valuable - worthless”, “unsatisfying - satisfying”, “inspiring - uninspiring”,“unenjoyable - enjoyable”, “pleasant - unpleasant”, “busy - quiet”, “fast - low”, “leisurely - active”, and “calm - exciting”. Kaplanidou & Christine Vogt (2006) conducted a study on annual
Bicycling sport tourism event through two focus group interviews of university bicycling club and a bike event participant. The results revealed six main themes relevant to the event they are ’.Organizational theme (safer routes, avoid roads/use trails, organized transportation, convenient, event atmosphere, experts ive/inexpensive, entry fees, registration deadlines, vacation, destinations for overnight stays, event activities at destinations, good services—e.g., showers)Environment theme (beautiful scenery, countryside, new places, the best o f an area);Physical activity theme (healthy, endurance, perseverance, good physical condition, training);Social activity theme (socialization, meeting other people, vacation with family and friends, New things to do);
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Fulfillment theme (self fulfillment, accomplishment, challenge); and Emotional
theme (relaxing, exciting, enjoyment, pride, happy, friendly, range o f emotions
before, during and after.
The next attempt was made by Kirstin Hallmann, Kyriaki Kaplanidou &
Christopher Breuer (2010) who undertook a study of active and passive sports tourist at four marathon races in Germany .The content analyses of the answer given by the respondents for three questions posed by the researcher brought out following dimensions: Organizational (logistics, security, huge event, big marathon, bib, baggage pick up, marathon expo, timing, sponsoring)
Historical/ political (myths, traditional, classic race, clubs, associations, mayor, high performance centre, promoting youth sport) Physical (endurance, motivation, energy, athletes, competitor, fitness, discipline, pain, torment, performance) Social (friends, family, having a drink, international, too few spectators, not many people, friendly people, senior citizens)Emotional
(passion, unique, atmosphere, emotion, cheerful, flair, awakening music, exciting, stimulating, inspiring)Environmental 1(destination sights and
Infrastructure, accommodation, hotel, central station, airport, major city, river, venue, trade fair)
Environmental 2 (nature, green, fresh air, trees, hilly countryside, forest, spring, sunny, wind, scenery).
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The study of Deng and Li (2013) on2010 Shanghai World Expo on the
attendees of domestic leisure tourist identified six dimensions of event image they are: Benefit (opportunity to meet friends/relatives, learn new lifestyles, technology, environmental protection, and design, experience, cultures and satisfaction o f curiosity): Facility (cooling systems, Resting areas, sufficient and convenient Drinking spots, clean washrooms, security);Service (friendly and helpful Volunteers, high-quality service by staff, professional and well groomed staff);Theme( new and unique and well projected);Event Content (special and interesting, unique and attractive exhibitions, interactive activities).
2.2d. Influence of Event and Event Image on Destination Image and
Behavioral Intention:
Events are an important motivator of tourism, and figure prominently in the development and marketing plans of most destinations to attract tourists, to serve as a catalyst, to foster a positive destination image & contribute to general place marketing (Getz 2008).“The growth of festivals and special events in numbers, diversity and popularity has been enormous in recent years”
(Crompton & McKay, (1997), Getz, (1991, 1993, 1997), Thrane, (2002).
Particularly sports events due to its ability to strengthen and enhance the destinations Brand (Brown et al., 2004). According to Kim & Morrison,
(2005), “an internationally significant event can change the image of a tourism destination in a short time period”. Mendes, Valle, & Guerreiro, (2012) state that “Tourist nowadays seeks memorable experiences in memorable places and
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the participation in Events during their stay can contribute to these feelings &
the process of Image formation”.
According to Gartner (1993), “when a tourism destination hosts an event, the
destination image will change because of various related factors, such as media
exposure, word of mouth, and so forth”. Munster (1996) states that “Events provide a unique experience”. And creates an Image which has a significant impact on the participants of the Event.”(Ritchie, 1999; Ritchie & Hu, 1987).
“Well-conceived, carefully planned, and executed hallmark events can increase
International awareness and knowledge of a destination.”
Ritchie & Hu, (1987) Ritchie & Lyons, (1987), Ritchie & Smith, (1991) conducted a series of studies on the impacts of the 1988 Calgary Olympic
Winter Games on the image of the host place the result of the same was presented in their 1991 study, in which there is a sufficient evidence that can show the event’s influences on the image of Canada.
Jaffe and Nebenzahl (1993) experimentally investigate the effects of event media of the 1988 Seoul Olympics on the image South Korea. It finds that frequent exposure of the Games on television can positively change the overall image of the country.
Chalip& Green (2001) conducted an experimental study on a student’s sample from United States and New Zealand, to determine what aspects of destination
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Image are influenced by Event advertising and Event telecast and destination
advertisements on viewers image of Honda Indy 300 an annual event held in
Gold coast in Australia, The outcomes of the study shows that event telecast,
event advertising and destination advertising impacts the some aspects of
destination image. However, there is difference noted among viewers from
United States and New Zealand. Specifically Media affected on all the
Dimensions of Destination Image among United States Viewers, where as affect was seen only three Dimensions of Destination Image among New
Zealand Viewers.
Kim and Morrison (2005) empirical Study on FIFA World Cup 2002 was to measure the image of Korea before and after the World Cup as perceived by foreign tourists who visited Korea 3-4 months after the World Cup. More specifically, the objectives were to: (1) identify differences in the perceived images of Korea among Japanese, Chinese. And US tourists before and after the 2002 World Cup; (2) to examine the mean differences in image changes of
Korea, brand value for Korean products and the level of familiarity with Korea through hosting the 2002 World Cup among the three national groups after holding the effects of the number of visits to Korea, the level of awareness about Korea before the 2002 World Cup and The number of match’s respondents watched on TV; and (3) to explore the relationships among respondents ‘nationalities, ages, educational levels and occupations and image changes of Korea after the 2002 World Cup. In essence, this study attempted to
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investigate the Dynamics of national image change from the hosting of this
international soccer event. Significant differences were found for the five
image factors before and after the World Cup for the three national tourist
groups. The visitors from all three countries had more positive images after
than before the World Cup. Results indicated that image changes of Korea after
the World Cup varied with nationality, educational level, age and occupation
McCartney (2005): examined how the image attributes of Macao were
affected during the Macao Grand Prix, upon visitor arrival and departure,
comparing first-time and repeat visitors’ perceptions, as well as those who
specifically came to see the Grand Prix, or for other purposes. The results indicated that Grand Prix event in itself did not change visitor perceptions.
Lee at al. (2005): This study examines how Korea’s image as a World Cup host influenced onsite experiences (service quality and its affect state), looks at the effects of these experiences on satisfaction and behavioral intentions, and assesses how satisfaction affects future behavior. The results of the study indicate that the two sub dimensions of attraction and value for money influence perceptions of service quality. It has been suggested that one of the important factors leading to high service quality perception is value for money the results also indicate that the two sub dimensions of attraction and comfort have equivalent influence on the affect state. The exotic atmosphere dimension has, on the other hand, no influence on onsite experiences. These results provide empirical support for previous studies that suggested but did not
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measure the effects of image on after-purchase behavior In addition; this study
reveals more about the general relationship between image and onsite
experiences. That is, each dimension has a different influence on experiences.
The findings of the study suggest some useful implications for the marketers.
Dai and Bao’s (2006): The study on Kunming Expo ’99 It reveals that the
event site (the Expo Garden) and the event itself are perceived differently, and
both have contributed in enhancing the image of the host city.
Kaplanidou (2007): The purpose of die research was to examine whether
Olympic travelers’ trip purpose and characteristics (e.g., age, previous visits,
continent of residence) influence their affective event and destination images and to test the impact of affective destination and event images on Olympic travelers’ intentions to return to the host destination, and to travel to future
Olympic Games. The results revealed Olympic travelers from different continents had different affective destination images, and that older travelers felt more positive about the image of the destination. Spectators perceived the event as more cheerful compared to tourists. Finally, the perceived destination’s excitement and pleasantness predicted Olympic travelers’ intentions to return to Athens in the future.
Kaplanidou (2010): This study examines the event image perceptions of active sport tourists (participants) of an international marathon event, the Athens
Classic Marathon; further this study also assessed the Destination Image of
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active sports tourist. Both qualitative and quantitative approaches were
applied. In qualitative method the words acquired by posing three questions
were classified into six image Dimensions. They are historical, emotional,
organizational, physical, environmental, and social. The quantitative approach
included a frequency analysis of pre - specified key words associated with each
dimension and revealed that the emotional theme was more frequently
mentioned. These results suggest active sport tourists’ event image perceptions
are related to the themes above with emotional aspects being more dominant
during the post event recall of the event
Hallmann et al. (2010): This study examined sports event images held by
active and passive sports tourists at four marathon races in Germany. A survey was conducted at four different marathon races in Germany in 2008. Seven encompassing themes were identified were organizational, environmental (with i two Dimensions), physical, social, emotional, and historical/political attributes.
The outcomes of the study are the emotional theme was perceived differently for active and passive sports tourists. Active sports tourists linked emotions more closely with physical and organizational aspects, while passive sports tourists see more similarities with social and historical aspects of the host location. Moreover, the results showed that sports event images are perceived differently in diverse destinations. For marketers, it is recommended that the unique aspects of sports event image are used in marketing communications
act more active
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and passive sports tourists and to create a distinct positioning of the event in the
mind of sports tourists. Event organizers can also customize their programmes
for active and passive sports tourists based on the Different perceptions of the
sports event image. Some differences in the perception of event images were
found for active and passive sports tourists as well as for different types of
destinations. For active sports tourists, emotional, physical and organizational
image associations were clustered closer. For passive sports tourists, social and
historical image associations were clustered closer. The type of destination
elicited different event images among active and passive sports tourists.
Kaplanidou & Gibson (2012): The study was conducted during a 2-day span from spectators attending a youth soccer event that took place in February 2008 in a Southeastern US state. The purpose of the study was to explore the differences in first-, second-, and third-time spectator tourists in their event and destination image perceptions but also their behavioral intentions to attend the event again and also to revisit the destination for vacation controlling for satisfaction levels with the event. The results of this study do not support benefits from repeat patronage, at least, for the variables examined here. The results from these studies suggest that past behavior is not a good predictor of future intentions within the sport tourism context. Implications for this study suggest that youth sport event spectators may form strong behavioral and image perceptions from the first time they attend the event, which do not change with attendance frequency.
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Naehyun (Paul) Jin et al (2012)study on IAAF World Championship, Daegu,
2011 to assess the perceptions of an event’s quality according to value and the
destination image, and visitors’ resulting behavioral intentions in the context of
a mega-sports event. This study examines the interrelationships among a
destination’s image, perceived value, and behavioral intention. The results of
this study contribute importantly to the literature and for event organizers by
investigating the combined effects of quality, value, and image on consumers’
behavior in relation. This study finds that the quality of an event gains support as a determinant of a destination’s image ;), while the effect of a destination’s image on behavioral intention appears to be insignificant the impact of destination Image had an insignificant effect on behavioral intentions. (One key factor is that the Quality of an event is important for positive perceived value, a destination’s image, and the process of forming loyalty.
Kapilanadu et al. (2012): The research was conducted at a recurring marathon event on sport event participants via an online survey. The purpose of the study is to: a) explore the feasibility of the convergence of sport event image and destination image attributes in one scale and b) test the formative influence of destination and event image attributes on active sport tourists' behavioral intentions and place attachment. Results support conceptualizing cognitive destination image as a multidimensional construct that incorporates the convergence of host city and event attributes. More importantly, the results provide evidence for the predictive ability of various destination image
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dimensions on predicting outcomes related to behavioral intentions, word of-
mouth communications and place attachment levels of active event sport
tourists. From a theoretical standpoint, there are three contributions this study
is offering: 1) the convergence of event and destination image attributes in one measurement tool is an important theoretical consideration because it buttresses the positive interrelationship of the two entities; 2) the sport event characteristics and the host destination attributes can influence a number of behavioral intentions and 3) place attachment can increase based on certain event and destination attributes. The study also demonstrated that behavioral intentions to participate in the event again were predicted by destination atmosphere and event characteristics,
Deng and Li (2013): This study is conducted in the context of one mega event i.e. the 2010 Shanghai World Expo. The data used in this study were collected through a self-administered Survey of Chinese domestic leisure tourists who have attended the event, this study sought to provide a theoretical understanding and empirical examination of the psychological mechanism and responses of tourists attending a mega-event hosted in a tourism destination.
This study successfully introduces a newly proposed psychological factor, event image, into a traditional cognitive-affective-co native consumer behavior model based on the image transfer theory. Specifically, the positive effect of event image on destination image is supported by empirical evidence, which suggests that the image transfer theory can be applied in the tourism
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field , Destination image showed a direct effect on tourists’ attitudes, and
Behavioral Intentions whereas event image only displayed indirect effects.
Further examination also revealed that the influence of the event image on tourists’ overall attitude was suppressed by the mediating effect of the destination image.
Kim et al (2014): This study empirically examined the impact of hosting a mega sport event on the destination image and country image through a pre post study design. The results presented a mixed (i.e., both positive and negative) impact on the two images, and patterns of image change varied according to sport involvement, media consumption, and previous visit experiences to the host country. Additionally, this study investigated the influence of destination and country Images on visit and purchase intentions.
The study demonstrated strong relationships among constructs and destination image was the key construct in the relation. The findings suggest the need and possibilities for inter-disciplinary research and integrated management strategies for improving destination and country images.
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CHAPTER III
RESEARCH METHODOLOGY
3. RESEARCH METHODOLOGY:
The Research Methodology chapter describes the procedures that were used to attain the research objectives and deals with discussion on Research
Methodology, Ethical Considerations, Unit of Study, Study Area, Instrument
Development, Questionnaire Designee, Content Validity, Face Validity, Pilot
Study, Sampling Method, Data Collection and Data Analyses Techniques.
3.1 RESEARCH METHODOLOGY
To achieve the research objectives, the present study adopted a mixed methods approach employing a combination of qualitative and quantitative approaches.
As per Creswell & Clark, (2007) “Mixed methods research is a research design with philosophical assumptions as well as methods of inquiry”. In order to capture the tourist and event participant’s experiences, perceptions, opinions and feelings which are very complex, the study needed flexibility in data collection and hence researcher adopted a qualitative approach. According to
Denzin and Lincoln, (1994) Qualitative research includes “the studies use and collection of a variety of empirical materials -... personal experience, introspective, life history, interview, observational, interactional, and visual
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texts - that describe routine and problematic moments and meanings in
individuals’ life” and to identify the Dimensions of Destination Image of Goa
and Dimensions of Event Image of International Film Festival Of India, Goa
Researcher required detail understanding about the place, Event and the
participants. Moreover, when involved in a qualitative research, the researcher
has the opportunity to use different methods of data collection. Creswell &
Clark (2007) states that “Qualitative research allows the researcher to rely on text and image data, have unique steps in data analysis, and draw on diverse strategies of inquiry”. At the initial level the study required to use “what “ or “
How” questions which are more exploratory in nature , These questions were meant to find out “what” are the different images associated with Goa and
“how” the tour operators, travel guide etc. project these dimensions and How the tourist perceives it. The types of qualitative data that was gathered to answer the research questions included interviews with local tour operators, and materials posted by the International, National and local tour operators, touristic sites on their websites. The result of qualitative analyses was used to design to develop the questionnaire to be used in Quantitative research.
“Quantitative research can be termed as variable-oriented research, Focusing on variables that represent particular aspects of the unit studied and then examining the relationship among these variables across sets of cases”. (Chen,
2012). Johnson and Onwuegbuzie (2004) state that “Quantitative methods can test and validate theories about how a particular phenomenon occurs”. Whereas according to Schutt, (2006) “it helps in generalizing the theories to larger
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group”. “There are two strategies to collect information under quantitative
research method they are survey and experiments”. (Cresewell & Clark, 2007).
The present study adopted cross sectional research survey through self
administered structured questionnaire to test the various relationships.
3.2 ETHICAL CONSIDERATION:
The Study was approved by the Faculty Review Committee of the Goa
University, Formal administrative permission were obtained from the
Chairman of Entertainment Society of Goa, Panaji who are the organizers of the International Film Festival of India 2015, Goa. Participants were informed that participation is voluntary, no incentives will be given for being part of the survey and their responses will be kept confidential and data will be used only for research purpose.
3.3 UNIT OF STUDY:
The Event selected for the purpose of study was International Film Festival of
India, 2015(IFFI). This annual Event is organized in Goa by the directorate of film festival of India in collaboration with Entertainment society of Goa for the last 11 years. The Event is attended by over 10,000 to 12,000 International,
National & Local delegates. The International Film Festival of India (IFFI), which is held from 1952, is Asia’s oldest film festival showcasing the best of
World cinema over the years. The eleven day’s long festival offers an excellent
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opportunity for filmmakers, technicians, critics and film lovers to see
meaningful cinema, interact with each other and also offers a platform to share
their views on the ever changing vibrant colorful world of films. This festival is
held annually in the state of Goa from 2004 onwards. The 1st edition of IFFI
was organized by the Films Division, Government of India, with the patronage
of the first Prime Minister of India. Shree Pundit Jawaharlal Nehru, held in
Mumbai from 24 January to 1 February 1952, the Festival was subsequently
taken to Madras, Delhi and Calcutta. The festival aims at providing a common
platform for the cinemas of the world to project the excellence of the film art;
contributing to the understanding and appreciation of film cultures of different nations in the context of their social and cultural ethos; and promoting friendship and cooperation among people of the world. Since its beginnings in
1952 the IFFI has been the biggest event of its type in India. From the 3rd edition in January 1965, IFFI become competitive. The Festival is an assembly of people and nations where the world’s greatest film artistes hold hands with emerging talents on an equal footing. It is also a forum for film professionals to communicate face to face with film lovers around the world. IFFI aims to nurture, encourage and inspire Indian cinema and introduce it to the world outside as well as the Indian audiences. In the year 2014, Goa was declared as permanent venue for IFFI. The festival is conducted jointly by the Directorate of Film Festival, Ministry of Information and Broadcasting and the
Government of Goa. Goa Government has handed over the responsibility to organize this event to the Entertainment Society of Goa.
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The study was conducted in 2015, which was the 46th edition of International
Film Festival of India. This was held from 20th November 2015 to 30th
November 2015. The festival showcased some of the best of World Cinema
and introduced Indian Cinema to the world by bringing a mixture of
spectacular films with rich content, interesting stories and characters. The Film
Festival offered a confluence of film screenings, knowledge sharing, master
classes, seminars, panel discussions, special sections, and numerous awards
among other attractions.
The festival started with grand opening ceremony which is held at Dr. Shama
Prasad Mukhaijee stadium at Taligao,Goa , which was attended by the 4000
(approx.) audience with distinguish guests. The chief guest of the function was
Mr. Anil Kapoor, renowned actor of Hindi Film Industry of India.
The key highlights of the 10 day long festival were as follows:
• "UNESCO Fellini Medal for the first time was awarded in India at IFFI
2015”.
• “The Kingdom of Spain was the focus country and around seven films
from Spain were screened under country focus section of IFFI 2015”.
• “Total 120 premiers from World, International, Asia and India were held
during the festival”.
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• “Hosted more than 820 film fraternity delegates including 540 national
and 280 international directors, actors, producers, technicians including
Oscar Academy members and Hollywood experts”.
• “Received an impressive 790 film entries from 100 countries. The final
selection under the World Cinema Section was around 187 films in
various categories like Cinema of the World, Festival Kaleidoscope.
Masterstroke etc from 89 countries”.
• “Mathew Brown’s film on Indian mathematical genius, Srinivasa
Ramanujan, ‘The Man Who Knew Infinity,’ was the opening film of the
festival with Dev Patel playing Ramanujan. The Film was Directed by
Academy Award Winner Tom Hooper”.
• “The Clan' directed by Pablo Trapero, an Argentina’s Oscar entry and
this year’s biggest Argentinean box office hit- was the closing film
which was selected to be screened in the main competition section of the
72nd Venice International Film Festival where director Pablo Trapero
won the Silver Lion. The film was selected as the Argentine entry for
the Best Foreign Language Film at the 88th Academy Awards”.
• “Besides several big films from Cannes, Berlin, Toronto and Locarno
film Festival, 26 Official Oscar Entries films were also screened during
the festival”.
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• “47 films in Indian Panorama section including Feature films and Non-
! feature feature films were screened during the festival”.
• “New Horizons from North-East- A special retrospective on ace
filmmaker Aribam Shyam Sharma and special section on new
generation filmmakers from the North-East”
• “This year, out of 15 films in International Competition, 5 films are
official Oscar entries from different countries. The list includes
Colombia’s ‘El abrazo de la serpiente (Embrace of the Serpent)’
directed by Ciro Guerra, France’s ‘Mustang’ directed by Deniz Gamze
Ergiiven, Germany’s Oscar entry ‘Im Labyrinth des Schweigens
(Labyrinth of Lies)’ directed by Giulio Ricciarelli, Iceland’s Oscar entry
‘Rams’ directed by Grimur Hakonarson and Serbia’s ‘Enclave’ directed
by Goran Radovanovic”.
• “Lifetime Achievement awarded to Oscar winning Russian filmmaker,
actor and head of Russian Cinematographer’s Union, Nikita
Mikhalkov for his contributions to world cinema at the 46th
International Film Festival of India. The festival also had a special
Tribute section on his selective films- Burnt by the Sun, Sunstroke,
Barber o f Siberia and Oblomob
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• “Centenary Film Personality Award conferred upon Internationally
acclaimed Music composer Illayaraja during the Opening Ceremony”.
• “ICFT-UNESCO Seminar on Film and Cultural Diversity was held with
participation of Mr. Philippe Queau (France), Mr. Charles Vallerand
(Canada), and Ms. Sharada Ramanathan (India)”.
• “Interactive Meeting with Industry Professionals on Shooting in USA in
collaboration with FICCI was held during the festival”.
• “Multimedia exhibition on National Film Heritage Mission was
organized by DAVP and NFAI”.
• “Special Retrospective on Shashi Kapoor offered glimpses of the work
of the legendary actor Shashi Kapoor and screened his 8 films at IFFI
2015. Junoon (1978) will be screened as the opening film of the
section followed by New Delhi Times (1986), Utsav (1984), In Custody
(Muhafiz) (1993), Kalyug (1981), Deewar (1975), Shakespearewallah
(1965) and House holder (1963) "
• “Three member delegation from the Oscar Academy visited India for the
first time to present important master classes. Master Classes by Oscar
Academy members and Hollywood experts like Mark Mangini, Milt
Shelter, Humphrey Dixon and Nancy Bhishop on varied topics like
sound designing, film archive, film editing and casting”.
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• “Eminent National and International film celebrities like Anil Kapoor,
Illayaraaja, Sonakshi Sinha, Kabir Khan, Dev Patel, Mark
Mangini, Ayushmann Khurrana, Aditi Rao Hydari, Jackie Shroff, Nana
Patekar, Sachin Pilgaonkar, Subash Ghai, Shekhar Kapur, Kaushik
Ganguly, Edward Pressman, Nikita Mikhalkov, Michael Radford, Julia
Jentsch, Suha Arraf, Rajkumar Hirani, Priyadarshan, Vetrimaaran,
Madhur Bhandarkar, Anand L Rai, Shyam Benegal, KK Senthil Kumar
and Shankar Mahadevan to name a few”.
• “Featured a special section ‘Restored Classics’ to highlight National
Film Heritage Mission (NFHM) - an initiative of National Film Archive
of India (NFAI) envisioned by the Ministry of Information &
Broadcasting. The initiative is aimed to protect and preserve the rich and
diverse cinematic heritage of the country for future generation”.
• “First Cut, an especially curetted selection of films representing THE
FIRST WORK OF THE emerging talent in world cinema. The section
featured emerging foreign filmmakers including Brian Perkins (Film -
Golden Kingdom, USA), Michael Klette (Film - Solness, Germany) and
Piotr Chrzan (Film - Moskvich-My Love, Poland) among others”.
• “An exclusive section ‘Womenclature of Cinema’ showcased the films
by Indian women filmmakers. Included best work of women film
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makers like Anjali Menon (Manjadikuru), Apama Sen (36 Chowringhee
Lane), and Zoya Akhtar (Zindagi Na Milegi Dobara) amongst others”.
• “New Media initiatives like live streaming of Press Conferences,
Festival Mobile App and other initiatives for instant information,
content and updates to guests and delegates”.
• “Path-breaking Indian directors like Rajkumar Hirani, Madhur
Bhandarkar, Shyam Benegal, Vettrimaran, Kaushik Ganguly, Rakeysh
Omprakash Mehra, Priyadarshan, and Anand L Rai in a special series
titled “In Conversation”. The series provided a unique opportunity for
audience to interact with their favorite filmmakers and film experts”.
• “The festival showcased a special package on Contemporary
Argentinean Cinema. The list of film that screened includes Argentina
Zonda, El Cinco, Intimate Witness, Mexican Operation, Rapture and
Wild Tales”.
• “A.R. Rahman was the Chief Guest of the evening. Noted filmmakers
and international celebrities Pablo Ceaser, John D. Bails, Guneet
Monga, Michael Ward, Nishith Takia, Ioanna Stais, Young Woo Kim,
attended the festival. National Award winning film makers
like Bhagirathi, Tapan Biswas, Srijit Mukherji, and Kaushik
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Ganguly along with other Indian cinema stalwarts met their fans and
interacted with media and fans.”
(source www.iffi.org.)
3.4 STUDY AREA:
The destination chosen for the study purpose is Goa. Goa is a small state on
western coast of India situated between Maharashtra and Karnataka. It was
under Portuguese control for 450 years, until 1961 when it was liberated and
became part of Indian union. Goa with a geographical area of 3,702 sq. km has
359 villages and 44 towns, a population of 1.35 million and Panaji as the state
capital. People of Goa mostly speak Konkani language. It has been described as
‘The Rome o f the East’. ‘Pearl o f the Orient’, ‘a Tourist Paradise ’. It has
become the dream holiday destination for many foreign tourists as well as the
National tourist. Sunny beaches, green hills, waterfalls, lakes, ideal climate,
and a unique blend of Indian and Portuguese culture make Goa one of the most
popular tourist destinations for western tourists visiting India.
The people of Goa are very friendly and extremely happy-go-lucky. Siesta is an
important part of life in Goa with shops downing their shutters from one to four with most Goan’s retiring for the afternoon. Goan’s love music and many bars and restaurants, often have live bands playing in the evenings. The cuisine of
Goa has an interesting mix of influences from all the cultures that it came into
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contact with - the Konkan, the Portuguese and the Bahamani Nawabi traditions.
Goan food often includes different types of fish, prawns, mussels, oysters,
crabs and many more. A Goan drink ‘Feni’ is very popular with the visiting
tourists.
Tourism is generally focused on the coastal areas of Goa, with decreased tourist activity inland. Foreign tourists, mostly from Europe, arrive in Goa in winter whilst the summer and monsoon seasons see a large number of Indian tourists.
3.5 INSTRUMENT DEVELOPMENT
The study required a suitable instrument to capture the Dimensions of
Destination Image, Dimensions of Event Image and Event and Destination
Behavioral Intentions. For this purpose following steps were undertaken.
3.5a. Operasitionalization of Constructs.
“The first step in scientific investigation is to translate the theory or institutive idea into testable hypotheses. To be testable the scientific hypotheses must be formulated and variables under study must be clearly defined” (Weiten,
2010).In other words, the constructs should be clearly operationalized so that the theoretical definitions of constructs can be translated into measurable variables.
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Theoretical definitions of important terms used are as under:
Event:“A special or planned activities which is recurring in nature or occur only once in a life time, which can vary from small to big and usually attended by the people/participants with friends and family members”.
Event Image: “Event image is the impression created by the dimensions of event which has an influences on the host place and participants’ of event and destination behavioral Intentions”.
Destination Image: “Destination image is the impression, belief created by the various Dimensions of destination leading to behavioral intentions”.
Dimensions of destination image: “Various attributes/attraetions of the tourist destination”.
Dimensions of the Event image: “Various attributes of the event”.
Behavioral Intentions: “Event participants / visitor’s likeliness to reparticipate in the event/ revisit the destination in future and willingness to recommend the event/ destination to others”.
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3.5 b.Item Generations:
The item generation began with the review of literature related to event and destination image. For generating the dimensions of destination image the researcher reviewed the existing literature and decided to adopt the framework suggested by Beerli and Martin (2004) because they have developed the framework after an extensive literature review and structured it into nine dimensions of destination image. Then content analyses of websites of Indian and International travel agenesis promoting Goa Tourism and interview with
10 tour operators in Goa with open-ended questionnaires were carried out to identify destination specific attributes of destination image theses identified attributes were is presented in Table No, 3.1
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Table 3.1
Attributes Of Destination Image
Attributes linage Dimensions Weather Beaches Variety & Uniqueness of the Flora & Fauna Quality o f: Roads, Transport Other Facilities Quality & Availability o f :
Accommodations Food Tourist Information Opportunity of entertainment leisure & recreation (Night Life, Water sports, Spice Plantation, Adventure activities, Casinos, Bars & Clubs etc.) Exposure to: Goan Culture Goan Art Goan History Goan Cuisine Goan Folk Culture Safety o f : The tourist Place Prices O f: Food Accommodation Other tourist Facilities Cleanliness Calmness Hospitality & Friendliness of the Local Opportunity to meet new people and make friends Opportunity to spend time with the family And Friends______
Dimensions of event image were captured through Comprehensive review of relevant literature and a discussion with the chief Executive officer of
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Entertainment society of Goa and other two experts from event management
industry. Apart from this, the researcher herself participated in the International
film Festival of India 2014.1n all 41 attributes of International Film Festival of
India Were identified which is presented in table No 3.2
Table3.2
Attributes of IFFI
Quality of Films: International Panorama Indian Panorama Quality Of: Auditorium/Theatres Rest Rooms Help desk Registration Process Ticketing counters Network accessibility VENUE: Location Cleanliness Crowd Management Seating Arrangements Waiting arrangement
Quality o f : Opening Ceremony Closing Ceremony Information dissimilation Schedule/Timing o f : Films
Programmes Transport Booking of Film Tickets Quality o f : Entertainment Programmes Parties
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Attributes Image Dimensions Time for: Sightseeing Other tourism Activities Exposure to : Goan Culture Goan Art Goan History Goan Cuisine Goan Folk Culture Pricing o f: Delegation charges Food Items
Safety & Security o f: Venue Delegates Hospitality of the organizers Opportunity to meet new people and make friends Opportunity to spend time with the family Opportunity to enhance Knowledge from : Debates Discussion, Interviews of Film personnel’s etc______
Behavioral Intentions: these were generated through literature review they are likeliness to revisit the destination/ likeliness to reparticipate in the event and willingness to recommend the destination / event to other.
3.5 c. Questionnaire Designee: The questionnaire was designed as the survey instrument including all constructs. The survey instrument was framed based on identified attributes of Goa tourism and International Film Festival of India.
The instrument also included two item future behavioral intentions (i.e. likeliness to revisit/reparticipate & recommending the destination/events to
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others). The survey instrument was divided into five sections. Section I deals
with 41 attributes of International film festival of India. Section II deals with
two item of event behavioral intentions (likeliness to re - participate &
recommending the event to others).Section III deals with 26 attributes of Goa’s
destination Image. Section IV deals with two item of destination behavioral
intentions (i.e. likeliness to revisit & recommending the destination to
others).Section V is related to demographic characteristics of the respondent and number of visits. The Likert scale was adopted as it is the most widely used attitudinal scale in social science research because, “It is comparatively easy to construct, can deal with attitudes of more than one dimensions, and tend to have high reliability.’’(Vogt, 2005). In section I and Section III respondents were asked to rate the items on Importance and Experience by using Five Point likert scale which includes for Importance 1 = Not at all Important, 2 = Not
Important, 3 = Neutral, 4 = Very important and 5 = Extremely Important.
Whereas for Experience they were asked to rate as 1 = Very Bad, 2= Bad, 3 =
Average, 4 = Good and 5 = Very Good. For Section II & Section IV respondent are asked to indicate their agreement on a five - point Likert type scale “5 = Very likely to 1 = Very unlikely.”
3.5 d. Content Validity: Content validity is a basic step in developing a new instrument as it is a pre-requisite of checking other type of validity. According to Polit and Beck (2006) recommendations “the expert panel members should evaluate how representative the items are of content domain. As part of this
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process, expert panel members should be requested to suggest modifications of
items that are not consistent with the conceptual definitions.” In this study, The
Panel of Six Expert four from the academic field and two from tourism
industry were selected to test the content validity. The panel was asked to
review the items and give their suggestions on the basis of Relevance, Clarity
and Simplicity. The views of experts were analyzed and necessary corrections
were done in the Survey Instrument.
3.5 e. Face Validity: “Face validity is another form of validity which supports
content validity. Face validity is used to check designed instrument whether
apparently relates to the construct to be measured” (Yaghmale, 2003). Face validity is done once instrument undergoes a content validity process. The Face validity was tested giving it to two experts from Event and Tourism Field and it is reported that designed instruments are appropriate.
3.5 f. Pilot Study
Prior to collecting the data, a pilot test was employed to test appropriateness of measurement scales and survey questionnaire. The pilot study was extremely important due to the exploratory nature of the tourism study, in which tourists were asked to rate their perceptions in a natural setting. Thus, a pilot study allowed minor changes to be made to the survey instrument and validated whether the questions and scales were appropriate in a natural setting. In the current study, the pilot study was conducted on 67 tourists who visited Goa in
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the month of October 2014 to test the validity of part of the survey instrument
relevant to Destination Image and Destination Behavioral instrument. And a
pilot study was conducted with 35 attendees of International Film Festival of
India (IFFI) 2014 for the event image. During the pilot study, the survey was
checked for readability and reliability. The format of the survey was also
evaluated based on the detailed comments and recommendations gathered
during the pilot study. The construct validity and reliability is further explored
by an Exploratory Factor analyses which is presented in chapter IV.
3.6 SAMPLING METHOD:
“Sampling is a procedure that uses a small number of units of a given
population as a basis for drawing conclusions” (Pedhazur & Schmelkin, 1991).
A population can be defined as the entire group under study as specified by the
objective of the research. Since the objective of this study is to investigate relations among constructs in the event image and Destination image the target population included actual event participants of International Film Festival of
India 2015. A convenience sampling method was used to select the representative National and International sample. The Event is attended by over
10,000 to 12,000 International, National & Local delegates. The total number of International & National delegates registered for the Event was about 4482 out of which1, 303 attended the Event.
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In terms of sample size estimation, a rule of thumb that was suggested by
Stevens (1996) is to have at least 15 cases per measured variable or indicator. It
has also been suggested by Hair et al., (2006), that, “the researcher go beyond
these minimum sample size recommendations, particularly when the data are
non-normal or incomplete or when the model is very complex with many
constructs”. According to Patton (2002), “the size of the sample depends on
what you want to find out, why you want to find it out, how the findings will be
used, and what resources (including time) you have for the study”. Before the
data collection, it was estimated that there were a total of 19 constructs with 71
variables that would be included in the model: eight constructs for Event Image
Dimensions, 9 For Destination Image Dimensions and one each for behavioral
intentions. However to estimate the sample requirement Gpower soft ware were used and the total estimated sample size as per the software were 111. It was also estimated that 40% of the target respondents might not be willing to participate due to the fact that the responses have to be given during the event and the questionnaire was relatively lengthy and, as event participants, may not want to take the time to participate in the study. Therefore, it was decided to approach all the 1303 national and international delegates to achieve the required sample size.
3.7 DATA COLLECTION:
The data was collected during the event i.e.23/11/2015 till 30/ll/2015.Due to the nature of event and busy schedule of the delegates, the researcher decided
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to keep the Questionnaire in the bags to be distributed to the delegates and
requested through text message to drop the responses in the drop box kept at
the 3 Help Desk counters at event venue.
Response Rate:
Table3.3
Response Rate
Total ^ Total Incomplete Total Total Complete used Distributed ^-^Itecelved questionnaires For Analysis
1303 363(27.85%) 38 325 325
3.8 CLEANING & TESTING GOODNESS OF DATA:
Data was cleaned using outliers and determining missing cases. Total 38 questionnaires were dropped due to incomplete responses, hence researcher could retained 325 questionnaires for analyses purpose. After that data was tested for goodness and reliability test. The reliability test showed Cronbach's alpha .978 which is very good. Then Construct Validity was conducted through
Factor Analysis for dimensions of event image and dimensions of destination
Image.
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3.9 DATA ANALYSIS
The Data was analyzed using statistical Package for Social Sciences (SPSS)
version 22. The statistical techniques applied to determine the research findings
are:
3.9a. Descriptive Statistics:
The descriptive statistics were used to summarize the data, including the mean
values of Dimensions of Destination Image and Event Image, the Demographic profiles of the respondents, and Number of visits. The demographic profiles of the respondents indicated the frequency distribution between genders, marital status, education levels, different age ranges, among different occupation levels of the event participants
3.9 b. Exploratory factor analysis (EFA)
According to Rittichainuwat et al., (2001) “EFA was used to identify the underlying dimensions of Event image and Destination Image and reduce some variables that are not significant”. “EFA is a statistical technique used for uncovering the underlying structure (dimensions) of a large set of variables, this technique can explore the data and provide researchers with information on how many factors were needed to best represent the data” (Grafarend, 2007;
Hair et al., 2006). In general, EFA can obtain a solution through two methods:
Principal component analysis and common factor analysis (Hair et al., 2006).
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The present study adopted Principal Component analysis. According to
Boersma and Weenink (1999), “there are two objectives of principal
components analysis 1) To discover or to reduce the dimensionality of the data
set, and 2) To identify new meaningful underlying variables”.
Researcher also tested the assumptions to be fulfilled of factor analyses before
using it. The main purpose of Factor analyses was to extract the dimensions of
Event & Destination Image as well as for the purpose of development of Event
and Destination Image Scale. Factor Analyses was processed using the IBM
SPSS Statistics for Windows, Version 22.0 (2015, IBM Corp, Armonk, NY).
Kaiser-Meyer-Olkin measure of sampling adequacy (KMO) (KMO>.5) and
Bartlett’s test of sphericity were used to indicate whether the factor analysis is
likely to be appropriate for the attribute-based image data set.
3.9 c. Importance Performance Analyses(IPA):
After identifying the relevant image dimensions of destination Image and Event
image IPA Matrix of Martilla and James (1977) was use. In order to understand
the dimensions of IPA, it is essential to know what the terms “attribute
importance” and “attribute performance” mean. “Attribute importance refers to perceived worth/value of traits or features when purchasing a product/service while attribute performance refers to the perceived functioning of those qualities when consuming the product/service” (Martilla & James, 1977).
Martilla and James suggested that researchers should ask two questions
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regarding the importance and performance of each attribute: “How important is
this feature?” and “How well did the (product/service) perform?” Martilla and
James also recommended that the results be presented in an Importance-
Performance Matrix as shown in Figure 3.1 “IPA has been established as a
simple and effective tool used to determine improvement priorities of a product/service” (Deng, 2007, O’Neill & Palmer, 2004, Slack, 1994). “It suggests resource allocation” (Chu & Choi, 2000, Deng, 2007, Joppe, Martin,
& Waalen, 2001) and gives managerial recommendations for strategic planning to increase its competitiveness and/or customer satisfaction (Hollenhorst,
Olson, & Fortney, 1992, Martilla & James, 1977)IPA was performed using IPA
Matrix by Martilla and James (1977) both importance in terms of event and destination selection and performances of Event image dimensions and destination image dimensions. These were rated by participants during the event. They are plotted on IPA matrix as per figure nol. Each attribute plotted in IPA matrix was analyzed based on the quadrant in which it was located as shown in Figure 1.(Martilla & James, 1977). The means of performance and importance is used as center points to divide the matrix into four quadrants.
Quadrant I “Concentrate here” are the attributes of image which are of high importance but low in performance. Quadrant II “Keep up the Good Work” are those dimensions which are of high importance and high performance.
Quadrant III “Low Priority” consists of dimensions which are of low importance and low performance and Quadrant IV “Possible Overkill” includes dimensions of low importance and high performance.
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Fig.3.1 .‘Importance-Performance Matrix (IP Matrix) adopted from (Martilla & James, 1977)
3.9 d. Correlation Analyses:
Correlation analyses were used to assess the relationship between Dimensions of Event Image & Destination Image.
3.9 e. Regression Analyses:
For assessing influence of Event Image on Destination Image, Event &
Destination Behavioral Intentions multiple regression analyses were used.
“Multiple regression analyses are a statistical technique that can be used to analyze the relationship between a single dependent (criterion) variable and several independent (predictor) variables.” (Hair et.al.2016)
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3.9 f. Analyses of Variance (ANOVA):
One - Way ANOVA was used for Determining difference in Dimensions of
Event Image, Dimensions of Destination Image, Event image, Destination
Image, Event behavioral intentions and Destination behavioral intentions of
First Time, Repeat & Regular Visitors of the event and Demographic
Characteristics of event participants.
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CHAPTER IV
FORMULATION OF HYPOTHESES
4. FORMULATION OF HYPOTHESES:
This chapter includes the objectives designed for the purpose, and the
formulation of the hypotheses based on the conceptual models developed for testing.
4.1 OBJECTIVES OF THE STUDY:
To identify the influence of Event Image on the Image of the Destination,
Event and Destination Behavioral Intentions and the connection, if any, between dimensions of an event image & dimensions of a destination image and assessing the differences based on event participants demographics characteristics and number of visits the following objectives have been designed:
• To study the influence of Event Image on event participant’s
Destination Image, Event and Destination Behavioral Intention.
• To investigate whether Event participants relate Dimensions of
Event Image with Dimensions of Destination Image.
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• To understand the difference in the perception of Event Image
Dimensions, Event Image, Destination Image Dimensions,
Destination Image and Event & Destination Behavioral Intention as
per demographics of the event participant and number of visits.
4.2 RESEARCH HYPOTHESES:
The following research hypotheses are formulated and will be statistically tested at 0.05 level of significance. This suggests that the scope for error in finding is limited to 5% only, increasing their relevance, and many quality works of research also report findings at 5% error levels.
4.2 a. Influence of Event Image on event participant’s Destination Image,
Event and Destination Behavioral Intention.
Several studies have found the influence of event on the image of the destination (Mossberg & Hallberg (1999), Erfurt & Johnson (2003), Richards
& Wilson (2004), Kim & Morrison (2005), Lee, Lee & Lee (2005),Lee, Taylor,
Lee & Lee (2005), McCartney (2005). Dai & Bao (2006), Boo & Busser
(2006), Hede (2006), Florek, Breitbarth & Conejo (2008) etc), although limited but few researchers have also tested the influence of event image on the image of destination(Kyriaki Kaplanidou ,2007 &Qian Deng and Mimi Li,2013)and destination Behavioral Intentions,( Xing & Chalip ,2004, Kouthouris &
Alexandris, 2005, Kaplanidou & Vogt, 2007, Kaplanidou & Gibson ,2010).
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However, paucity of research in assessing the influence of event image on
Event and Destination Behavioral Intention. But worth testing. Hence, the
following hypotheses were formulated based on the literature review and after
identifying the Dimensions of Event Image and Destination Image.
Hypotheses Hl.Event Image influences participant’s Behavioral Intention
towards the Event, Destination image & Destination Behavioral Intentions.
Hla: Event Image will influence event participant’s intention to Re -
participate in the event
Hlb: Event image will influence event participant’s intention to recommend
the event to others.
Hlc: Event image will influence event participants Image of the host
Destination.
Hid: Event Image will influence event participant’s intention to revisit the
destination.
Hie: Event Image will influence event participant’s intention to recommend the destination to others.
■ B O B !
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Fig.4.1: Influence of Event Image on Event & Destination Behavioral Intentions and, Destination image
4.2 b. Relationship of Dimensions of Event Image with Destination Image:
The research of Qian Deng and Mimi Li (2013),(Kirstin Hallmann &
Christopher Breuer(2010) and Xiaoyan, Xing and Laurence Chalip(2006) have proposed that the influence of event on destination image is a result of image formation mechanism occurring by Associative Network Memory Model
(ANMM) or through Match Up Theory. However investigating which aspects have been associated or matched will be interesting, for this purpose researcher in the present study proposes that the transfer of event image into destination image involves event participants relating the dimension of Event Image with
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the dimension of Destination Image and hence the second hypotheses of the
study is:
Hypotheses H2.Event Participants’ relate Event Image Dimensions with
the Dimensions of Destination Image.
• H2a: Event Participants relate Event Image Dimension Opportunity of
exposure to Local Art, Culture, & Other Programmes with Destination
Image Dimension Leisure & Recreation/ Socio - Environment / Culture,
Art & History / Infrastructure / Natural Resources/ Economical Aspects.
• H2b: Event Participants relate Event Image Dimension Pricing and
Safety with Destination Image Dimension Leisure & Recreation /Socio
- Environment / Culture, Art & History / Infrastructure / Natural
Resources/ Economical Aspects.
• H2c: Event Participants relate Event Image Dimension Knowledge
Creation with Destination Image Dimension Leisure & Recreation/
Socio - Environment / Culture, Art & History / Infrastructure / Natural
Resources/ Economical Aspects.
• H2d: Event Participants relate Event Image Dimension Recreation and
Entertainment with Destination Image Dimension Leisure & Recreation
/Socio - Environment / Culture, Art & History / Infrastructure / Natural
Resources/ Economical Aspects.
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• H2e: Event Participants relate Event Image Dimension Management
Aspects with Destination Image Dimension Leisure & Recreation /Socio
- Environment / Culture, Art & History / Infrastructure / Natural
Resources/ Economical Aspects.
• H2f: Event Participants relate Event Image Dimension Infrastructure
with Destination Image Dimension Leisure & Recreation / Socio -
Environment / Culture, Art & History / Infrastructure / Natural
Resources/ Economical Aspects.
• H2g: Event Participants relate Event Image Dimension Tourism &
Socialization Opportunity with Destination Image Dimension Leisure &
Recreation /Socio - Environment / Culture, Art & History /
Infrastructure / Natural Resources/ Economical Aspects.
• H2h: Event Participants relate Event Image Dimension Event Core
Content with Destination Image Dimension Leisure & Recreation /Socio
- Environment / Culture, Art & History / Infrastructure / Natural
Resources/ Economical Aspects.
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Fig.4.2 : Hypothesized relationship between Dimensions of Event Image with Dimensions of Destination Image
4.2 c Perception of Event Image Dimensions, Event Image, Destination
Image Dimensions, Destination Image and Event & Destination Behavioral
Intention as per demographics of the event participant and number of
visits .
According to Kotler (1994),“the heart of modem strategic marketing can be
described as ... segmenting, targeting and positioning”. In which Segmentation
is the first essential step. The selection of an appropriate segment of tourist is
essential for detemiining appropriate marketing strategy. Demographic variables such as nationality, age, income or education have been considered as quite usable and easy to assess (Lawson, 1994). Researchers like Woodside &
Lysonski(1989),Um & Crompton(1990) Walmsley and Jenkins (1993), Stem &
Krakover (1993), Stabler(1995), Baloglu (1997), MacKay and Fesenmaier
(1997), Baloglu and McCleary (1999), Chen and Kerstetter (1999), Beerl&
Martin (2003) shows that the individuals’ personal characteristics, such as gender, age, occupation, education etc have influenced the perceived image of various tourist destinations and hence the hypotheses are:
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Hypotheses H3: There is a significant difference in the Event Participant’s
perception of Event Image Dimensions based on gender/age/marital
status/level of education/occupation /number of visits to the event.
Fig.4.3 : Hypothesized relationship between Dimensions of Event Image and Demographics Characteristics & number of visits.
Hypotheses H4: There is a significant difference in the Event Participant’s perception of Destination Image Dimensions based on gender/age/marital status/level of education/occupation /number of visits to the event.
Fig. 4.4 : hypothesized relationship between Dimensions of Destination Image and Demographics Characteristics & number of visits
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Hypotheses H5: There is a significant difference in Event Participants
perception of Event Image based on gender/age/marital status/leve! of
education/occupation /number of visits to the event.
Fig.4.5 :Hypothesized relationship between Event Image and Demographics Characteristics & number of visits.
Hypotheses H6: There is a significant difference in the participants’ re participation intention to the event based on gender/age/marital status/level of education/occupation /number of visits to the event.
Fig. 4.6 : Hypothesized relationship between Event Re-participation Intention and Demographics Characteristics & number of visits
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Hypotheses H7: There is a significant difference in the participants’
willingness to recommend the events to others based on gender/age/marital
status/level of education/occupation /number of visits to the event.
Fig.4.7 : Hypothesized relationship between Event Re-commendation Intention and Demographics Characteristics & number of visits .
Hypotheses H8: There is a significant difference in Event Participants perception of Destination Image based on gender/age/marital status/level of education/occupation /number of visits to the event.
Fig.4.8 : Hypothesized relationship between Destination Image and Demographics Characteristics & number of visits.
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Hypotheses H9: There is a significant difference in the participants re-visit intention to the destination based on gender/age/marital status/level of education/occupation /number of visits to the event.
Fig.4.9: Hypothesized relationship between Destinations Re-visit Intention and Demographics Characteristics & number of visits
HypothesesHIO: There is a significant difference in the participants’ willingness to recommend the destination to others based on gender/age/marital status/level of education/occupation /number of visits to the event.
Fig.4.10 : Hypothesized relationship between Destination Re-commendation Intention and Demographics Characteristics & number of visits
Go a U n iv e r s it y Pag e 93 Events And Destination Image: An Analysis of International Film Festival of India - Goa *®BBiiiiBii^ ■■■■■■ msmsmB O B M a a n a H mmsssBasammmsmasasiii^mssssmsm CHAPTER V
DATA ANALYSES
The present chapter deal with analyses of the data collected for the study
purpose and includes Data Cleaning and Replacement of Missing Values,
Demographic Characteristics Of the respondents, Factor Analyses Result,
Importance Performance Analyses and Testing of Hypotheses.
5. DATA ANALYSES:
The analyses were carried out in seven stages to achieve the various objectives
of the study. The first stage involves data cleaning and treatment of missing
values, Then the Demographic profile of the respondents were analyzed by
using Descriptive statistics. At the third stage Explorative Factor analyses were used to extract the dimensions of event image and destination image. After this the IPA technique was used to assess the performance of event and destination.
Correlation analyses were used to determine the relationship of dimensions of event image and destination image this stage was followed by regression analyses to test the influence of event image on Destination image and Event and Destination Image behavioral intentions. The last stage of Data Analyses was to Apply ANOVA for determining difference in Dimensions of Event
Image, Dimensions of Destination Image, Event image, Destination Image,
Event behavioral intentions and Destination behavioral intentions of First
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Time, Repeat & Regular Visitors of the event and Demographic Characteristics
of event participants.
5.1 DATA CLEANING AND REPLACEMENT OF MISSING
VALUES:
After renaming the variables imported into the SPSS Data file, the data was
examined for the errors and missing values because of its significant impact on
multivariate analyses (Hair et al. 2016). Firstly missing values on categorical
variables like age, Gender, Education, Occupation, Number of visits was
ignored because they are not the main variable under the multivariate analyses.
Then the patterns of missing values were examined. All the cases with more
than half the variable were missing were dropped because they are considered
to be excessively high by (Hair et al. 2016). Additionally the percentage of
missing data on each variable was examined. Because of low percentages of
missing values, the primary procedure used in this study was to replace missing
values with mean substitution. According to Hair et al. (2016), mean
substitution is a widely used method for replacing missing data, whereby
missing values for a variable are replaced with the mean value based on all
valid responses in the present study.
5.2 DEMOGRAPHIC PROFILE OF THE RESPONDENT:
The main survey was conducted in Goa at the venue of International Film
Festival of India 2015 from 23/11/2015 to 30/11/2015. Around 363 completed
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Tables. 1
Demographic Characteristics Of the respondents (N = 325)
RESPONDENTS PROFILE FREQUENCY PERCENTAGE GENDER MALE 224 68.92 FEMALE 101 31.08 TOTAL 325 100.00 AGE GROUP LESS THAN 25 57 17.53 2 6 -4 0 141 43.38 4 1 -5 5 96 29.53 55 & ABOVE 31 9.54 TOTAL 325 100.00 LEVEL OF EDUCATION UP TO HIGH SCHOOL 19 5.87 UP TO HIGHER SECONDARY 29 8.9 UP TO GRADUATION 116 35.7 ABOVE GRADUATION 161 49.5 TOTAL 325 100.00 OCCUPATION EMPLOYED 106 32.6 STUDENT 56 17.2 BUSINESS 46 14.2 HOUSEWIFE 29 8.9 RETIRED 27 8.3 OTHERS 61 18.70 TOTAL 325 100.00 VISITS TO GOA FIRST TIME 91 27.99 REPEATER 97 29.8 REGULAR 137 42.2 TOTAL 325 100.00
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The summary of demographic characteristics of respondents is reported in the
Table5.1.It was found that male respondents (n =224) were more than Female
respondent (n= 101). Majority (43.38%) of the subjects were in the age group
of 26 — 40 years followed by 29.53%, 17.53% and 9.54% between the age
group 41 -55, up to 25 years and 55 and above. In regard to level of education
161 (49.5%) were having qualification above graduation 116(35.7%)
respondents were graduates, 29(8.9%) respondents were studied up to Higher
secondary School and 19(5.87%) pursued there education up to school level.
Majority of the respondent were employed (32.6%).followed by (18.70%),
(17.2%), (14.2%), (8.9%) and (8.3%) others, students, Business, Housewife
and Retired. The majority of study sample were Regular visitor to Goal37
(42.2%) followed by Repeat visitors 97(29.8%) and First Time Visitors
91(27.99%).
FACTOR ANALYSES RESULT:
The study adopted Explorative Factor Analyses (EFA) and the method adopted
were Principal Component Analyses with Promax rotation to extract the
dimensions of Destination Image and Event Image. In order to test the
assumptions of Factor Analyses the distribution normality of 41 variables of
event image and 26 variables of destination image were examined to test whether they violet the assumption of normality. This is presented Appendix II in Table7.2& Table7.3. The Data was tested for Univariate & Multivariate test of Normality. By checking the absolute value of Skewness and Kurtosis it can
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be concluded that none of the absolute value of Skewness exceeded 1.586 and
absolute value of Kurtosis 5.282. According to Kline’s (2010) criteria Skew
index should be <3.0 and Kurtosis index should be < 8.0 the data did not
appear to deviate from Normal Distribution.
Further to this, the study also tested the Tests for Determining the
Appropriateness of Factor Analysis as Suggested by Hair et al. (2006) like
Bartlett’s Test of Sphericity and Kaiser-Meyer-Olkin measure of sampling adequacy. According to Nunnly (1978), the basic criteria to apply the factor analysis is .700 Where as Kaiser and Rice (1974) gives the following criteria:
0.90+ (Marvelous)
0.80+ (Meritorious)
0.70+ (Middling)
0.60+ (Mediocre)
0.50+ (Miserable) and below 0.50 (unacceptable)
Here the value is .806 for event image dimensions and .727 for dimensions of destination image which is more than the basic criteria of .70. Therefore, KMO values suggested that the data is sufficient and normal to perform the test of
Factor Analysis. The Bartlett’s test was significant (p=.000), which is another indicator of the suitability of factor analysis.
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Table5.2
KMO and Bartlett’s Test for dimensions of event Image
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .806
Approx. Chi-Square 6410.156 Bartlett's Test of Df 465 Sphericity
Sig. .000
Table 5.3
KMO and Bartlett’s Test for dimensions of Destination Image
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling .727 Adequacy. Approx. Chi-Square 3251.349 Bartlett's Test of Df 231 Sphericity Sig. .000
Factor Extraction in Principal Components Analysis:
The criteria for ceasing extraction adopted were Latent root criterion and Scree test criterion. As per latent root criterion, the factors with latent roots or Eigen values greater than one are considered significant, otherwise they should be
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disregarded (Hair et al., 2006). Whereas Scree Test Criterion (Appendix II
Figure 2 & 3)is a criterion that is derived by plotting the latent roots against the
number of factors in their order of extraction, and the shape of the resulting
curve is used to assess the cut-off point (Hair et al., 2006). The point where the
factors curve above the straight line gives the number of factors, the last factor
being the one whose eigenvalue immediately precedes the straight line.
5.2 a Factor Analyses of Event Image Dimensions:
Table5.4
Eight Factor Principal Component Analyses of Event Image
Attribi Factor Loading
I. “Opportunity o f Exposure to local art,History,culture & others” Programmes(Exposure) Goan Art .871 Goan History .854 Other event programmes .831 Goan Culture .758 Food Festival .672 II. Pricing & Safety Security & safety at the .884 venue Delegation Fees .809 .671 Safety & security o f .555 delegates III. K now ledge Creation Debates & discussions .856 Interviews o f Film .830 Personalities Master Class .709 IV. Recreation & Entertainment Venue Location .874 Cultural programmes .779 Entertainment activities .720
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Attribirtw/Diroensions Factor Loading
V. Management Aspects Cleanliness .755 waiting arrangements .721 Crowd Management .703 Sitting Arrangements .662
VI. Infrastructure Registration facilities & process .849 Ticketing Facilities & .732 process R est Rooms .676 VII. Tourism & social opportunity Sightseeing .938
Spending time with .562 friends Participation in other .531 tourism activities Meeting New People and .517 making friends
VII. Event Core Content
International Panorama .785 Indian Panorama .626
Eighnvalues 8.998 3.425 2.263 1.945 1.664 1.579 1.181 1.005 Variance (%) 29.026 11.050 7.300 6.273 5.367 5.092 3.809 3.243 Cumulative Variance (%) 29.026 40.076 47.376 53.649 59.016 64.108 67.918 71.76 Cronbac’s, A lfa .883 .808 .765 .752 .738 .729 .787 .541 Factor Mean 2.8071 3.2192 2.7738 2.3055 3.5203 3.3968 3.0559 3.2718 Number of Items 05 04 03 03 04 03 04 02 (N =325) Extraction Method: Principal Component Analysis. Rotation Method: Promax with Kaiser Normalization a. Rotation converged in 8 iterations.
Six rounds of factor analyses were conducted to generate eight factors with
Eigen - value greater than 1.0. Thirteen items deleted either due to cross loading or factor loading less than .5. the deleted items are “Quality and
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location of Auditorium/Theatres”, “Network accessibility”, “Help Desk”,
“Theatre Management”, “Schedule/Timing of Films”, “Schedule/Timing of
Programmes”, “Schedule/Timing' of Transport” , “Schedule/Timing of
Booking of Film Tickets”, “Quality of Opening Ceremony”, “Quality of
Closing Ceremony”, “Exposure to Goan Cuisine”, “Pricing of food items”,
“Pricing of accommodations”. Following the Kaiser criterion, eight factors
were retained with Croanbatch alpha .898 .Promax rotations was employed to
improve interpretations. (Table No.5.4) demonstrate the result of factor
analyses. The extracted eight factors with eignvalue greater than one accounts
for 71.76% of the variance.
First factor consists of 5 items they are Event is an opportunity of exposure to
Goan Art”, “Goan History”, “Other event programmes”, “Goan Culture”, and
“Food Festival”. The factor loading ranged from .672 to .871, This Factor was
named as “Opportunity of Exposure to local art, History, culture, & others”, the
overall Cronbach’s alfa is 0.883 and mean value of the factor is 2.0871. The
factor accounts for 29.026 %variance.
Second factor Consists of 4 items which are “Security & safety at the venue”,
“Delegation Fees”, “Pricing of transport” and “Safety Sc security of delegates”.
The factor loading ranged from.555 to .884. The Cronbach’s alfa is = 0,808 and the mean value of the factor is 3.219. This factor was termed as “Pricing &
Safety”. The factor accounts for 11.050% variance.
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The Third factor is labeled as “Knowledge Creation” and includes three items
“Debates & discussions”, “Interviews of Film Personalities” and “Master
Class”. The factor loading ranged from .709 to .856. The reliability coefficient
of the factor is .765 with the factor mean of 2.773. The factor accounts for
7.300% variance
Factor Four consists of 3 items with Cronbach’s alfa .752 and the factor mean
Of 2.3055, the three items are “Venue Location”, “Cultural programmes” and
“Entertainment activities”. This factor is titled as “Recreation &
Entertainment”. The factor accounts for 6.273% of variance.
Fifth Factor includes 4 items “Cleanliness”, “waiting arrangements”, “Crowd
Management” and “Sitting Arrangements”. The factor is named as
“Management Aspects”. The factor loading ranged from “.755 to .662. The reliability coefficient of the factor is .738 and the factor mean is 3.5203. The factor reports for 5.367% of variance.
Sixth factor consists of 3 items “Registration facilities & process”, “Ticketing
Facilities & process” and “Rest Rooms”. The factor is labeled as Infrastructure.
The factor loading ranged from .849 to .676. The Cronbach’s alfa of the factor is .729 and the factor mean is 3.3968. The factor explains 5.092% of variance.
The seventh factor consists of 4 items they are “Sightseeing”, “Spending time with friends”, “Participation in other tourism activities” and “Meeting New
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People and making friends”. The Factor is titled as “Tourism & social
opportunity”. The factor loading ranged from .517 to .938. The Cronbach’s alfa
is .787 with factor mean 3.0559. The Factor accounts for 3.809% of variance.
The last factor includes 2 items “International panorama” and “Indian
Panorama”. The factor is named as “Event Content". The Factor loading ranged from. 626 to .785. The reliability coefficient of the factor is .541 with factor mean 3.2718. The factor accounts for 3.243% of variance.
5.2 b Factor Analyses of Destination Image:
Table5.5 Six Factor Principal Component Factor Analysis of Destination Image
Factor Loading • ” . ..-- - • ...... v„ "" Factor 1.Leisure & Recreation N igh t Life .887 Casinos, Bar & clubs .835 Water sports, Spice plantations, Adventure .818 Activities.etc.
Factor 2.Socio - Environment Opportunity to meet new people & make .912 friends Hospitality & friendliness of Locals .904 Opportunity to spent time with Family & .734 Friends
Factor 3.Culture, Art & History Exposure to Goan Art .935 Exposure to Goa History .835 Exposure to Goan Culture .691
Factor 4.1nfirasstructure Quality o f Roads .892 Quality O f Transport .828 Quality O f Accommodation .615
Factor 5.Natural Resources
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Attribules/Dmiqttsl^'1 Factor Loading
W eather .894 B eaches .637 Flora & Fauna .522
Factor 6. Economical Pricing o f Accommodation .785 Pricing o f Food .720 Pricing o f other tourist Facilities .550
Eigen values 5.443 2.841 1.968 1.751 1.428 1.354
Variance (%) 7.958 6.493 6.155 24.739 12‘914 8945 Cumulative variance (%) 24 ?39 37.653 46.598 54.556 67.204 61.049 Cronbach's Alpha .795 .843 .767 .541 .643 .659
Factor Mean 3.76333.7518 3.6624 3.5438 3.92293.3352 Number of Items (N = 325) 03 03 03 03 03 03 Extraction Method: Principal Component Analysis. Rotation Method: Promax with Kaiser Normalization. a. Rotation converged in 6 iterations
Three rounds of factor analyses were conducted to generate six factors with
Eigen - value greater than 1.0. Eight items deleted either due to cross loading
or factor loading less than .5. the deleted items are “Restaurants & Eating
places”, “Tourist Information” , “Goan cuisine”, “Cleanliness”, “Calmness”,
“Safety of Tourist”, “and Safety of place ”and“ Price of Transport”. Following
the Kaiser criterion, six factors were retained with Cronbach alpha ..898
.Promax rotations was employed to improve interpretations. (Table 5.5) Six
factors with an eigenvalue greater than one explained 67.20% Variance.
The first factor consists of 3 items “Night Life”, “Casinos, Bar & clubs” and
“Water sports, Spice plantations, Adventure Activities.etc” their factor
loading ranged from .818 to .887. The factor is named as “Leisure
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&Recreation”. It accounts for 24.739%. The reliability coefficient of this
factor is .795 and the factor mean value is 3.7633.
Second factor includes 3 items they are “Opportunity to meet new people &
make friends”, “Hospitality & friendliness of Locals” and “Opportunity to
spent time with Family & Friends”. The factor is titled as “Socio -
Environment”. The factor loading range from.734 to .912.The factor accounts
for 12.914%. It has a reliability coefficient of .843 and the mean value of the
factor is 3.7518.
The Third factor label as ‘Culture, Art & History” includes 3 items “Exposure
to Goan Art”, “Exposure to Goan History” and “Exposure to Goan Culture”.
The factor loading range from, 691 to .935. It explains 8.945% of variance.
The Cronbach’s alfa is .767 and the mean value of the factor is 3.6624.
Fourth factor consists of 3 items “Quality of Roads”, “Quality of Transport”
and “Quality of accommodation”. The factor is named as “Infrastructure”. It
accounts for 7.958% of variance and the factor loading ranges from .615 to
.892. The Cronbach’s alfa is .541 and the mean value of the factor is 3.5438.
Fifth factor titled as “Natural Resources” covers 3 items they are “Weather”,
“Beaches” and “Flora & Fauna”. The factor loading varies between the.522 to
.894. It accounts for 6.493% of variance, The reliability coefficient of the factor is .643 and the mean value is 3.9229.
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The last factor also includes 3 items “Pricing of Accommodation”, “Pricing of
Food” and “Pricing of other tourist facilities”. It accounts for 6.155% of
variance. The factor loading ranged from .550 to .785. The Cronbach's Alpha
is .659 and the mean value of the factor is 3.3352.
5.3 ANALYSES OF THE EVENT IMAGE AMONG RESPONDENTS:
The data obtained from the respondents has been analyzed for descriptive statistics including mean, standard deviation, median, minimum and maximum event image scores. Research accepts theses statistics to reflect dispersion of the data across the sample studied. Theses event image scores are calculated dimension wise based on identified Dimensions of event image. Event image is considered as the total scores of all the dimensions of Event image which are identified as per Factor analyses. These are presented in Table5.6.
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Table 5.6
DISCRIPTIVE STATISTICS OF DIMENSIONS OF EVENT IMAGE
(N = 325) MEDIA Minimu M aximu t f f iM M E A N + SD N m EVENT IMAGE 85.2377+20.49 88 0 135 I. “Opportunity o f Exposure to 13.9754+6.62 16 0 25 local art, History, culture,& others II. Pricing & Safety 12.5908+4.63 14 0 20 III. Knowledge Creation 8.2954 +3.90 10 0 15
IV. Recreation & Entertainment 7.3108+4.15 08 0 15
V. Management Aspects 14.0738+3.21 14 0 20 VI. Infrastructure 10.0338+2.74 10 0 15
VII. Tourism & social opportunity 12.3025+4.75 13 0 20 VII. Event Core Content 6.6462+1.75 07 0 10
Data Analyses presented in Table5.6 show mean total of event Image score
(85.2377+20.49) this indicates that majority of respondents event image is
formed by the identified dimensions of event image. Dimension wise
score(14.0738+ 3.21) was highest for the respondents in Management Aspects,
followed by Opportunity of Exposure to local a rt,History, culture,& others
(13.9754+6.62), Pricing & Safety(12.5908±4.63±_and Tourism & social
opportunity( 12.3025+4.75). The lowest score(6.6462+1.75) is for the dimension Event Core Content followed by Recreation &
Entertainment(7.3108 ±4.15) and Knowledge Creation (8.2954 +3.90).
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5.4 ANALYSES OF DESTINATION IMAGE OF THE
RESPONDENTS:
The data obtained from the respondents has been analyzed for descriptive
statistics including mean, standard deviation, median, minimum and maximum
Destination image scores. Research accepts theses statistics to reflect
dispersion of the data across the sample studied. Theses event image scores are
calculated dimension wise based on identified Dimensions of Destination
image. Destination image is considered as the total scores of all the dimensions
of Event image which are identified as per Factor analyses. These are presented
in table no.5.8
Table 5.7
Descriptive Statistics of Dimensions of Destination
(N = 325)
K MEDIAN Minimum Maximum I W k f i -v ...... DESTINATION IMAGE 62.6575 ± 6.39 61 38 85
Leisure & Recreation 11.2900 ±_2.01 11 04 15
Socio - Environment 11.2556 i_ l.92 11 05 15
Culture, Art & History 10.9873 i l l . 83 10 03 15
Infrastructure 10.6316± 1.83 10 04 15
Natural Resources 11.7751 ±1.86 11 07 15
Economical Environment 6.6705± 1.49 06 02 10
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Data Analyses presented in table no. 5.8 show mean total score of respondents
Destination Image (62.6575 + 6.39) this indicate that majority of the
respondents image of the destination is formed by the identified destination
image. The Highest score(l 1.7751 +1.86) is of dimension Natural Resources
followed by Leisure & Recreation( 11.2900 +______2.01), Socio-
Environment 11.2556 ±_1.92), Culture, Art & History( 10.9873 ±_1.83) and
Inffastructure(10.6316+ 1.83) and the lowest score is of dimension
Economical Environment(6.6705+ 1.49).
5.5 IMPORTANCE PERFORMANCE ANALYSES:
The table5.8 presents the analyses of the Importance performance of Event
Image Dimensions. The classifications have been done as per the average mean value of the dimensions of event Image. Maximum Mean for Importance is
4.0397 and Minimum is 2.8360 and hence the Average/Mid Point is 3.4378,
Whereas Maximum Mean for Experience is 3.5203 and Minimum is 2.3055 the
Average/Mid Point is 2.9129. The means of performance and importance are used as center points to divide the matrix into four quadrants, in which each quadrant has a different interpretation as Quadrant I, “Concentrate Here”;
Quadrant II, “Keep up the Good Work”; Quadrant III, “Low Priority”; and
Quadrant IV, “Possible Overkill”.
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Table5.8
Importance Performance Analysis of Event Dimensions
' ...... V"""1 . ' ------’«- Event Dfimenstons Importance Performance High Importance ISIlSigliS M /Low Importance I. Opportunity of exposure to Local Art, 3.2926 2.8071 Low Cultured Other Programmes Goan Art 3.6615 3.2123 Goan History 3.4831 3.1012 Other event programmes 2.7475 2.2718 Goan Culture 3.6031 3.1310 Food Festival 2.9682 2.3194 II. Pricing & Safety 3.6555 3.2192 High Security & safety at the venue 3.7952 3.4782 Delegation Fees 3.7157 3.0893 Pricing of transport 3.2445 2.8075 Safety & security of delegates 3.8668 3.5020 III. Knowledge Creation 3.2505 2.7738 Low
Debates & discussions 3.4135 2.9008 Interviews of Film Personalities 3.3320 2.8631 Master Class 3.00601 2.5575 IV. Recreation & Entertainment 2.8361 2.3055 Low
Cultural programmes 2.9304 2.3591 Entertainment activities 2.7416
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Event mwgwiwM Importance Performance High Importance /Low Importance
2 .2 5 2 0 V. Management Aspects 3.9522 3.5203 High
Cleanliness 4 .2 3 6 6 3 .6 6 2 7 Waiting arrangements 3 ,9 2 8 4 3 .5 8 1 3 Crowd Management 4 .0 2 5 8 3 .6 2 5 0 Sitting Arrangements 3 .6 1 8 3 3 .2 1 2 3 VI. Infrastructure 4.0397 3.3968 High
4 .1 1 3 3 3 .5 9 7 2 Registration facilities & process Ticketing Facilities & process 4 .0 4 3 7 3 .4 2 8 6 R est R o o m s 3 .9 6 2 2 3 .1 6 4 7 VII. Tourism & Socialization Opportunity 3.3802 3.0559 Low
3 .3 4 5 9 2 .8 1 5 1 Sightseeing Spending time with friends 3 .2 1 0 7 2 .9 4 0 5 Participation in other tourism activities 3 .3 4 1 9 3 .1 8 0 6 Meeting N ew People and making friends 3 .6 2 2 3 3 .2 8 7 7 3.7903 3.2718 High VIII. Event Core Content International Panorama 4 .1 9 0 9 3.6111
Indian Panorama 3 .3 8 9 7 2 .9 3 2 5
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A s per the above table no 5.8 the dimensions of event image falling under the
various quadrants are as follows
• Quadrant I “Concentrate Here”:
“Attributes falling in this quadrant are perceived to be very important, while
the performance levels of these attributes are relatively low” (Martilla & James,
1977). “This quadrant indicates weaknesses of the product/service, which require immediate attention for improvement, in order to increase its competitiveness” (Azzopardi & Nash, 2012). However no dimension of event image falls under this Quadrant.
• Quadrant II “Keep Up the Good Work”:
“Attributes falling in this quadrant are perceived to be very important and have high performance, representing the success of the product/service in meeting consumers’ expectations” (Azzopardi & Nash, 2012). “This quadrant indicates the strengths of the product/service that should be consistently maintained in order to stay competitive” (Martilla & James, 1977). Four dimensions of event image Falls under this Quadrant they are Pricing & Safety (3.6555) &
(3.2192), Managerial Aspects(3.9522) &(3.5203), Event Infrastructure (4.0397
& (3.3968),& Event Core Content (3.7903) & (3.2718).
• Quadrant III “Low Priority”:
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“Attributes falling in this quadrant are perceived to have low importance and low performance...these attributes are not a threat to competitiveness, because of their low importance” (Martilla & James, 1977). “These may represent minor weaknesses of the product/service about which the product/service manager should not be overly concerned....to allocate extra resources and efforts to improve these attributes is likely unnecessary” (Azzopardi & Nash,
2012). The attributes which comes under this quadrant are Opportunity of exposure to Local Art, Culture & Other (3.2926) & (2.8071), Programmes
Knowledge Creation, n (3.2505) & (2.7738) and Recreation & Entertainment
(2.8361) & (2.3055).
• Quadrant IV “Possible Overkill”:
“Attributes falling in this quadrant are perceived to have high performance but low importance... These may indicate the ineffective and inefficient allocation of resources and efforts” (Martilla & James, 1977). “These attributes represent minor competitiveness because of their low importance “(Azzopardi & Nash,
2012). The event dimension Tourism & Socialization Opportunity (3.3802) &
(3.0559) falls under this category.
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5.6 IMPORTANCE PERFORMANCE ANALYSES OF
DESTINATION IMAGE DIMENSIONS:
The Importance-Performance Analysis (IPA) of dimensions of destination image rated by the respondents was plotted on the IPA matrix. The central point in each grid was determined by actual mean values for important rating
3.4574and 3.62905 for performance rating based on recommendations by
Martilla and James (1977). Each Dimension in the IPA matrix was identified as
Quadrant I, “Concentrate Here”; Quadrant II, “Keep up the Good Work”;
Quadrant III, “Low Priority”; or Quadrant IV, “Possible Overkill”. Table No.
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Table 5.9
Importance performance Analyses of Destination Image Dimensions "" ' ' ' ...... —------—----——-r- High Destination dimensions Importance Performance Importance M IMMMlBlM /Low Importance Factor 1.Leisure & Recreation 3.2789 3.7633 Low
Night Life 3.2123 3.8014 Casinos, Bar & clubs 3.2831 3.8058 Water sports, Spice plantations, Adventure 3.3415 3.6827 activities etc.
Factor 2.Socio - Environment 3.3323 3.7518 Low Opportunity to meet new people & make friends 3.0585 3.9509 Hospitality & friendliness of Locals 3.8585 3.6226 Opportunity to spent time with Family & 3.0800 3.6821 Friends
Factor 3.Culture, Art & History 3.5825 3.6624 High Exposure to Goan Art 3.6615 3.7519 Exposure to Goa History 3.4831 3.5112 Exposure to Goan Culture 3.6031 3.7243 Factor ^Infrastructure 3.4082 3.5438 Low Quality of Roads 3.7108 3.5338
G o a U n iv e r s it y E v e n t s A n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F il m F e s t
High Importance Performance Importanci Destination dimensions H W M p il11 /Low Importanc Quality Of Transport 3.5385 3.5651 Quality Of Accommodation 2.9754 3.5327 Factor 5.Natural Resources 3.6359 3.9229 High Weather 3.8708 3.8077
Beaches 3.6062 4.0138 Flora & Fauna 3.4308 3.9474 Factor 6.Economical Aspect 3.5631 3.3352 High Pricing of Accommodation 3.5908 3.4601 Pricing of Food 3.5354 3.2103 Pricing of other tourist Facilities 3.7749 3.6281
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• Quadrant I “Concentrate Here”:
Destination Image Dimension Economical Aspect with importance mean
value3.5631 and performance Mean Value 3.3352 falls under this category.
• Quadrant II “Keep Up the Good Work”:
The dimension of destination image under this category are Natural Resources
with importance mean value 3.6359 &performance mean value 3.9229 and
Culture, Art & History with importance mean value 3.5825 & performance
mean value 3.6624.
• Quadrant III “Low Priority”:
Infrastructure dimension of destination image with importance mean value
3.4082 & performance mean value 3.5438 comes under this category.
• Quadrant IV “Possible Overkill”:
Leisure & Recreation having an importance mean value of 3.2789and performance mean value of 3.7633 And Socio - Environment Dimensions with importance mean value 3.3323 and performance mean value 3.7518 is under this quadrant.
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5.7 SECTION II TESTING OF HYPOTHESES:
This section covers the analyses of the hypotheses tested in the study. In all five main hypotheses were framed with various sub hypotheses. The statistical techniques used for analyses are Regression, Correlation and ANOVA
5.7.1 Influence of Event Image on participant’s Event Behavioral
Intention, Destination Image & Destination Behavioral Intentions
Hypotheses Hl.Event Image influences participant’s Behavioral Intention towards the Event, Destination image & Destination Behavioral Intentions.
Hla: Event Image will influence event participant’s intention to Re-participate in the event.
Hlb.Event image will influence event participant’s intention to recommend the event to others.
Hlc. Event image will influence event participants Image of the host
Destination.
Hid. Event Image will influence event participant’s intention to revisit the destination.
Hle.Event Image will influence event participant’s intention to recommend the destination to others.
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To test these hypotheses, multiple regression analysis was conducted and the
result is presented in Table No.5.10
Table 5.10
Influence of Event Image participant’s Event Behavioral Intention, Destination Image & Destination Behavioral Intentions.
Std Supported R F Sig. S q m beta /not Influence o f Event Image on participants: 1. Intention to re-participate in .075 26.237 .274 .000 Supported the E vent
2.Intention to recommend the .102 36.654 .320 .000 Supported Event to others
3.Destination Image .020 6.421 .141 .012* Supported
4.Intention to revisit the .106 37.355 .326 .000 Supported Destination
5.Intention to recommend the .080 27.358 .283 .000 Supported Destination to others Note:*p<0.05
In the analyses intention to re participate in the Event, intention to recommend the Event to others, Destination Image, intention to revisit the Destination and
intention to recommend the Destination were used as dependent variable and
Event Image is treated as independent variable. Based on this the hypotheses
HI & sub hypotheses HI a to H ie were tested. The sub hypotheses tested were all supported. Showing support to hypotheses HI i.e. Event Image influences participant’s Behavioral Intention towards the Event, Destination image &
Destination Behavioral Intentions. The R Square ranged from .075 to .106 in
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case of supported hypotheses .Event Image significantly influences
participants intention to re participate in the Event (std beta = 0.27, p < 0.000),
intention to recommend the Event to others (std beta = 0.32), p <
0.000),influence on Destination Image(std beta = 0.14), p < 0.012),intention to
revisit the Destination(std beta = 0.32), p < 0.000) & intention to recommend
the Destination to others (std beta = 0.28, p < 0.000). Hence, the findings
showed a fairly strong support forHla: Event Image will influence event
participant’s intention to Re participate in the event,Hlb.Event image will
influence event participant’s intention to recommend the event to others,Hlc.
Event image will influence event participants Image of the host
Destination,Hid. Event Image will influence event participant’s intention to
revisit the destination,Hle.Event Image will influence event participant’s
intention to recommend the destination to others.
5.7.2 Relationship between Dimensions of event Image and Dimensions of
Destination Image:
Eight Dimensions of Event Image and Six Dimensions of Destination Image were identified in this study. The purpose of the study was to check whether the influence of event image on destination image is by relating the Event
Image Dimensions to Destination Image Dimensions. These relationships were tested by using co relation analyses.
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Hypotheses H2.Event Participants’ relate Event Image Dimensions with
the Dimensions of Destination Image.
• H2a. Event Participants relate Event Image Dimension Opportunity of
exposure to Local Art, Culture, & Other Programmes with Destination
Image Dimension Leisure & Recreation/ Socio - Environment / Culture,
Art & History / Infrastructure / Natural Resources/ Economical Aspects.
• H2b. Event Participants relate Event Image Dimension Pricing and
Safety with Destination Image Dimension Leisure & Recreation /Socio
- Environment / Culture, Art & History / Infrastructure / Natural
Resources/ Economical Aspects.
• H2c. Event Participants relate Event Image Dimension Knowledge
Creation with Destination Image Dimension Leisure & Recreation/
Socio - Environment / Culture, Art & History / Infrastructure / Natural
Resources/ Economical Aspects.
• H2d. Event Participants relate Event Image Dimension Recreation and
Entertainment with Destination Image Dimension Leisure & Recreation
/Socio - Environment / Culture, Art & History / Infrastructure / Natural
Resources/ Economical Aspects.
• H2e. Event Participants relate Event Image Dimension Management
Aspects with Destination Image Dimension Leisure & Recreation /Socio
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- Environment / Culture, Art & History / Infrastructure / Natural
Resources/ Economical Aspects.
• H2f. Event Participants relate Event Image Dimension Infrastructure
with Destination Image Dimension Leisure & Recreation / Socio -
Environment / Culture, Art & History / Infrastructure / Natural
Resources/ Economical Aspects.
• H2g. Event Participants relate Event Image Dimension Tourism &
Socialization Opportunity with Destination Image Dimension Leisure &
Recreation /Socio - Environment / Culture, Art & History /
Infrastructure / Natural Resources/ Economical Aspects.
• H2h. Event Participants relate Event Image Dimension Event Core
Content with Destination Image Dimension Leisure & Recreation /Socio
- Environment / Culture, Art & History / Infrastructure / Natural
Resources/ Economical Aspects.
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Table5.ll
Relationship between Dimensions of Event Image and Dimensions of Destination Image
------—--r-r------n— - - — 11 ' ■ Pearson Sig. (2- Supported/Not Correlation Supported ------______tailed) H2a. i. Opportunity of exposure to Local .236** .000 Supported Art, Culture,& Other Programmes with Leisure & Recreation H2a. ii. Opportunity of exposure to Local -.016 .773 Not Supported Art, Culture,& Other Programmes with Socio - Environment H2a. iii. Opportunity of exposure to Local .238 Art, Culture,& Other Programmes with .066 Not Supported Culture, Art & History H2a. iv Opportunity of exposure to Local Art, Culture& Other Programmes with .007 .897 Not Supported Infrastructure H2a. v. Opportunity of exposure to Local .000 Art, Culture,& Other Programmes with .223 Supported Natural Resources H2a. vi. Opportunity of exposure to Local .561 Art ,Culture,& Other Programmes with -.032 Not Supported Economical Aspects H2b. i. Pricing and Safety with Leisure & Not Supported .104 .061 Recreation H2b.ii. Pricing and Safety with Socio - .058 .296 Environment Not Supported H2b.iii. Pricing and Safety with Culture, Art .160 Not Supported & History .078 H2b.iv. Pricing and Safety with .292 Not Supported -.059 Infrastructure H2b.v. Pricing and Safety with Natural .064 Not Supported .104 Resources H2b.vi. Pricing and Safety with Economical .905 Not Supported -.007 Aspects H2c. i. Knowledge Creation with Leisure & .831 Not Supported .012 Recreation H2c.ii. Knowledge Creation with Socio - .574 Not Supported -.031 Environment H2c.iii. Knowledge Creation with Culture, .000 Supported .214** Art & History H2c.iv. Knowledge Creation with .968 Not Supported .002 Infrastructure
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Sig. Pearson <2- Supported/Not |§ |; ' ')£*•» Correlation Supported tailed) H2c.v. Knowledge Creation with Natural .275 Not Supported -.0 6 1 R esources H2c.vi. Knowledge Creation with .6 9 4 Not Supported .0 2 2 E conom ical A sp ects H2d. i. Recreation and Entertainment with .0 0 0 Supported .2 3 6 Leisure & Recreation H2d.ii. Recreation and Entertainment Socio Not Supported -.0 1 6 .7 7 3 - Environment H2d.iii. Recreation and Entertainment .2 3 8 Not Supported .0 6 6 Culture, Art & History H2d.iv. Recreation and Entertainment with .8 9 7 Not Supported .0 0 7 Infrastructure H2d.v. Recreation and Entertainment with .0 0 0 Supported .223 Natural Resources H2d.vi. Recreation and Entertainment with .561 Not Supported -.0 3 2 Dimension Economical Aspects H2e. i. Management Aspects with Leisure .8 9 7 Not Supported .0 0 7 & Recreation H2e.ii. Management Aspects with Socio - .133 Not Supported .083 Environment H2e.iii. Management Aspects with Culture, .9 3 5 Not Supported -.0 0 5 Art & History H2e.iv. Management Aspects with .0 2 7 Supported -.123* Infrastructure H2e.v. Management Aspects with Natural .0 6 8 Not Supported .1 0 2 R esou rces H2e.vi. Management Aspects with .2 0 0 Not Supported .071 Economical Aspects H2f. i. Infrastructure with Leisure & .735 Not Supported -.0 1 9 R ecreation H2f.ii. Infrastructure with Socio - .0 5 9 Not Supported .105 Environment H2f.iii. Infrastructure with Culture, Art & .0 1 6 Supported .133* H isto ry H2f.iv. Infrastructure with Infrastructure -.0 6 9 .2 1 6 Not Supported H2f.v. Infrastructure with Natural .2 5 0 Not Supported .065 R eso u rces H2f.vi. Infrastructure with Economical .428 Not Supported .0 4 4 A sp e c ts H2g. i. Tourism & Socialization .8 2 6 Not Supported -.0 1 2 Opportunity with Leisure & Recreation H2g.ii Tourism & Socialization Opportunity .011 Supported .142* with Socio - Environment H2g.iii. Tourism & Socialization .6 0 0 Not Supported -.0 2 9 Opportunity with Culture, Art & History
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■ r ’>. !■ ' Sig. Hypotheses Pearson Supported/Not Correlation (2- Supported tailcd) H2g.iv. Tourism & Socialization .951 Not Supported .003 Opportunity with Infrastructure H2g.v. Tourism & Socialization .0 0 0 Sup ported . 219** Opportunity with Natural Resources H2g.vi. Tourism & Socialization .4 2 7 Not Supported .044 Opportunity with Economical Aspects H2h. i. Event Core Content with Leisure & .5 2 9 Not Supported -.0 3 5 R ecrea tio n H2h.ii. Event Core Content with Socio - .0 8 4 Not Supported .0 9 6 Environment H2h.iii. Event Core Content with Culture, .501 Not Supported .0 3 8 Art &History H2h.iv. Event Core Content with .2 6 8 Not Supported -.0 6 2 Infrastructure H2h.v. Event Core Content with Natural .2 9 5 Not Supported .0 5 9 R e so u r c e s H2h.vi. Event Core Content with .2 7 9 Not Supported .0 6 0 Economical Aspects **. Correlation is significant at the 0.01 level (2-tailed). *. Correlation is significant at the 0.05 level (2-tailed).
Findings presented in Table 5.11 shows that there is a positive correlation for
Event Image Dimension Opportunity of exposure to Local Art, Culture, &
Other Programmes with Destination Image Dimension Leisure & Recreation and Natural Resources. Event Image Dimension Knowledge Creation and
Destination Image Dimensions Infrastructure, Event image Dimension
Recreation and Entertainment with Destination Image Dimension Leisure &
Recreation and Natural resources,Event Image DimensionManagement Aspects with Infrastructure, Event Image Dimension Tourism & Socialization
Opportunity with Destination Image Dimension Socio - Environment and
Natural Resources. However, no correlation is found between Event Image
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Dimension Pricing and Safety and Event Core Content with Destination Image
Dimensions.
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Difference in Event Participants perception & behavior Based on their
Demographics and Number of Visits.
Research in the field of event and destination image have demonstrated that
that people’s perception and behavior changes based on their demographics.
Hence, in this study researcher captured demographics characteristics to understand the intergroup differences in perception and behavior of the respondent, which will be an additional contribution in understanding the process studied, across different sub groups of respondents included in the sample. To understand this
One -way analyses of variance (ANOVA) is used. One - way ANOVA was used to test the hypotheses H3, H4, H5, H6, H7, H8, H9 and H10. After that a
Tukey HSD Post hock test was carried out where we’re there was significant difference was noted.
H3.There is a significant difference in the Event Participant’s perception of Event Image Dimensions based on gender/age/marital status/level of education/occupation /number of visits to the event.
Hypotheses H3 and their sub hypotheses was formulated to test whether the opinion of event participant’s varies across their demographic characteristics like gender, age, marital status, level of education and number of visits to the
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event. The hypotheses are tested by using one way ANOVA and Tukey HSD
Post hock test:
Table5.12
Event Participant’s perception of Event Image Dimensions based on Demographics and Number of visits
Hypotheses Demographic Characteristics/Number of Visits ------■■■■ H3a i. Opportunity to local Gender/Age/Marital Status/Level Of art ,culture,& other Education/Occupation/Number Of Visits To The programmes(Exposure) Event. H3a ii .Pricing & safety Gender/Age/Marital Status/Level Of Education*/Occupation /Number Of Visits To The Event. H3a iii. Knowledge Gender/Age/Marital Status/Level Of Creation Education/Occupation /Number Of Visits To The Event. H3a iv. Recreation & Gender/Age*/Marital Status/Level Of Entertainment Education/Occupation /Number Of Visits To The Event. H3a v. Management Gender/Age*/Marital Status/Level Of Aspects Education/Occupation /Number Of Visits To The Event*. H3a vi. Infrastructure Gender/Age/Marital Status/Level Of Education/Occupation* /Number Of Visits To The Event*. H3a viii. Tourism & social Gender/Age/Marital Status/Level Of opportunity Education*/Occupation /Number Of Visits To The Event. H3a viii. Event Core Gender/Age/Marital Status/Level Of Content Education/Occupation /Number Of Visits To The Event. Note: * significant at the 0.05 level
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Findings presented in Table5.12 and the result of ANOVA and Tukey HSD
Post hock test of Multiple Comparisons presented in Table No. 8.1 to8.10 in
annexure II shows that:
1. No significant difference is found in the Event Participant’s perception of
Event Image Dimensions across gender.
2. Events participant’s perception regarding Event Image Dimension
Recreation & Entertainment (F = 4.538, p = .001) and Management aspects (F
= 6.375, p = .000) varies across age group. Age group 41 to 55 and 26 to 40 felt that event is more of recreating and entertaining as compared to less than 25.
Similarly participants in the age category of 26 to 40 felt event is more recreating and entertaining as compared to above 55 years of age.
Management Aspect Dimension is perceived differently by the respondents in the age group of g 26 to 40, 41 to 55 and above 55. Respondent in the age group above 55 and 41 to 55 rated Management Aspect Dimension of Event
Image Higher than respondents in the age group of 26 to 40.
3. No significant difference in perception of event image dimensions by marital status of the respondent.
4. Based on education level of the event participant’s, differences in opinion with regard to Event image Dimension Pricing & Safety(F = 3.862,p = .010) and Tourism & social opportunity(F = 3.587,p =.014) is noted. In the case of
Pricing and Safety Dimension the event participants studied up to High School
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rated low as compared to Up to Graduates. In the case of Event Image
Dimension Tourism & social opportunity the respondent who have acquired a
qualification of up to Graduation and Post Graduate and above rated higher than respondent is having a qualification Up to High School. However, people with up to Higher Secondary School rated lower than Up to High School.
5. Significant difference by the occupations of the event participants have been noted in case of Infrastructure dimension of Event Image (F=5.730, p=.000).
As compared to the event participants who are students the infrastructure
Dimension was rated high by the participants who are Housewife’s, employed,
Businessmen’s and Retired participants.
6. There is a significant difference in the event participant’s perception of
Event Image Dimensions Management Aspects (F=5.180, p =.006) &
Infrastructure (F = 8.414, p = .006) by number of visits to the event. In the case of Event Image Dimension Management Aspects regular visitors rated higher then repeat visitor. With respect to Event Image Dimension Infrastructure regular visitors rated higher than first time visitors.
H4: There is a significant difference in the Event Participant’s perception of Destination Image Dimensions based on gender/age/marital status/level of education/occupation /number of visits to the event.
Hypotheses H4 and their sub hypotheses was formulated to test whether the opinion of event participant’s varies across their demographic characteristics
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like gender, age, marital status, level of education and number of visits to the
event. The hypotheses are tested by using one way ANOVA and Tukey HSD
Post hock test:
Table5.13
Event Participant’s perception of Destination Image Dimensions based on Demographics and Number of visits
Hypotheses Demographic Characteristics/N umber of Visits H4a i. Leisure & Gender/Age/Marital Status/Level Of Recreation Education*/Occupation /Number Of Visits To The Event. H4a ii. Socio - Gender/Age/Marital Status/Level Of Environment Education/Occupation /Number Of Visits To The Event. H4a iii. Culture, Art & Gender/Age*/Marital Status/Level Of History Education/Occupation /Number Of Visits To The Event. H4a iv. Infrastructure Gender/Age/Marital Status/Level Of Education/Occupation /Number Of Visits To The Event. H4a v. Natural Resources Gender/Age/Marital Status/Level Of Education*/Occupation /Number Of Visits To The Event. H4a vi. Economical Gender/Age/Marital Status/Level Of Education/Occupation /Number Of Visits To The Event. Note: * significant at the 0.05 level
Findings presented in Table5.13 and the result of ANOVA and Tukey HSD
Post hock test of Multiple Comparisons presented in Table No. 8.11 to 8.18 in annexure II shows that:
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1. Across gender perception of event participants on the Dimension of
Destination Image does not differ.
2. By age, the opinion differs only on Culture, Art & History Dimension of
Destination Image (F=4.019, p=, 008). As compared to the perception of
respondents in the age group 26 - 40, the respondents in the age group of above
55 and 41 - 55 rated higher on Culture, Art & History Dimension of
Destination Image.
3. There is no significant difference in perception of the dimensions of
Destination by the marital status of event participants.
4. Event participation perception by their level of education varies on Leisure
&Recreation (F=2.902, p=.035) and Natural Resource (F=3.332, p=.020)
Dimension of Destination Image. Leisure & recreation dimension have been perceived differently by the graduates and postgraduates who found the destination is of more of leisure and recreating then event participants having educational qualification of up to Higher Secondary School. In case of Natural resource dimension graduates rated higher then participants who have studied up to Higher Secondary School.
5. No significant difference in perception of the dimensions of Destination by occupation of event participants.
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6. No significant difference in perception of the dimensions of Destination by
the Number of visits of event participants.
H5. There is a significant difference in Event Participants perception of
Event Image based on gender/age/marital status/level of
education/occupation /number of visits to the event.
Hypotheses H5 have been formulated to test Event Participants perception of
Event Image across their demographic characteristics like gender, age, marital status, level of education and number of visits to the event. The hypotheses are tested by using one way ANOVA and Tukey HSD Post hock test:
Table5.14
Event Participants perception of Event Image based on Demographics and number of visits to the event.
Hypotheses Demographic Characteristics/Number of Visits H5.Event Image Gender/Age/Marital Status/Level Of Education/Occupation /Number Of Visits To The Event. Note: * significant at the 0.05 level
Findings presented in Table5.14 and the result of ANOVA and Tukey HSD
Post hock test of Multiple Comparisons presented in Table No. 8.19 to 8.25 in annexure II shows that:
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1. No difference in Perception of Event Image is noted among the event
participants as per their gender, age, marital status, occupation and number of
visits to the event.
2. Significant difference is recorded in event participants perception of Event
Image (F=3.580, p=.014) as per their level of education. Of the can be noted in
the perception of Event Image. The difference is noted among those having
qualification up to High School, Up to Higher Secondary School and
Graduates. As compare to participants who have studied up to High school, the participants having qualification up to Higher Secondary school and Graduates rated high on the Event Image.
H6: There is a significant difference in the participants’ re-participation intention to the event based on gender/age/marital status/level of education/occupation /number of visits to the event.
Hypotheses H6 was formulated to test whether the reparticipating intention of event participant’s varies across their demographic characteristics like gender, age, marital status, level of education and number of visits to the destination.
The hypotheses are tested by using one way ANGVA and Tukey HSD Post hock test:
Table5.15
Difference in Event Reparticipating Intention based on Demographics and number of visits of the event participants’.
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Hypotheses Demographic Characteristics/Number of Visits H6.Event Rearticulating Intention Gender/Age*/Marital Status/Level Of Education/Occupation* /Number Of Visits to the Even*t.
Note: * significant at the 0.05 level
Findings presented in Table5.15 and the result of ANOVA and Tukey HSD
Post hock test of Multiple Comparisons presented in Table No. 8.26 to 8.33 in annexure II shows that:
1. No significant difference in the event reparticipation intention of event participants’ as per their gender, marital status and level of education.
2. The reparticpating Intentions of Event participants varies across age groups
(F=4.998, p=.002), occupation (F=2.399, p=.050) and number of visits
(F=4.009, p=019) to the event. As compared to participants’ in the age group of 26 - 40, participants’ in the age group of 41- 55 shows higher intention of reparticipating in the event. Employed event participants shows higher reparticipation Intention in the event then students and compared to First time visitor regular visitors to the event shows higher reparticipation Intention in the event.
H7: There is a significant difference in the participants’ willingness to recommend the events to others based on gender/age/marital status/level of education/occupation /number of visits to the event.
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Hypotheses H7 is formulated to test whether the willingness to recommend the events to others varies across their demographic characteristics like gender, age, marital status, level of education and number of visits to the event. The hypotheses are tested by using one way ANOVA and Tukey HSD Post Ibck test:
Page 137 Goa University E v e n t s A n d D e s t in a t io n I m a g e : A n A n a l y s is of International Film ______F e s t i v a l o f I n d ia - Goa
Table5.16
Difference in willingness to recommend the events to others based on Demographics and number of visits of the event participants’
Hypotheses Demographic Characteristics/Number of Visits H7. Willingness to Recommend Gender*/Age/Marital Status/Level Of the Events Education/Occupation* /Number Of Visits*.
Note: * significant at the 0.05 level
Findings presented in Table5.16 and the result of ANOVA and Tukey HSD
Post hock test of Multiple Comparisons presented in Table No. 8.34 to 8.42 in annexure II shows that:
1. Significant difference in willingness to recommend the events to others as per event participant’s gender (F=5.439, p=.020) is found. However post hock test could not be performed due to lesser then three groups and hence descriptive statistics were presented in table no. Female event participants arc more likely to recommend the event to others as compared to male event participants.
2. No significant difference in willingness to recommend the events to others as per event participant’s age, marital status and level of education is noted.
3. Event participants perception of willingness to recommend the event to others differs based on their occupation (F=2.399, p=.050) and number of visits
(F=4.009, p=.019) to the event. As compared to students, employed event Page 138 G o a U n iv e r s it y E v e n t s A n d D e s t in a t io n I m a g e : A n A n a l y s is of International Film ______F e s t i v a l o f I n d ia - Goa
participants’ shows higher willingness to recommend the event to others.
Regular event visitors are more willing to recommend the event to others then
first time visitor.
H8: There is a significant difference in Event Participants perception of
Destination Image based on gender/age/marital status/level of
education/occupation /number of visits to the event:
Hypotheses H8 is formulated to test whether the opinion of event participant's
varies across their demographic characteristics like gender, age, marital status,
level of education and number of visits. The hypotheses are tested by using one way ANOVA and Tukey HSD Post hock test.
Table 5.17
Difference in Event Participants perception of Destination Image Based on their Demographics and number of visits
Hypotheses Demographic Characteristics/N umber of Visits H8. Destination Image Gender/Age/MaritaJ Status/Level Of Education/Occupation /Number Of Visits.
Note: * significant at the 0.05 level
Result in Table5.17 and Tables 8.43 to 8.48 in Annexure II shows that
Destination Image perception remains unchanged across G e n d e r / Agc/Marital
Status/Level of Education/Occupation /Number of Visits hence hypotheses H8 is totally rejected. Page 139 Go a U n iv e r s it y E v e n t s A n d D e s t in a t io n I m a g e : A n A n a l y s is of International Film ______F e s t i v a l o f I n d ia -G oa______
H9: There is a significant difference in the participants re-visit intention to
the destination based on gender/age/marital status/level of
education/occupation /number of visits to the event:
Hypotheses H9 was formulated to test whether the Destination Revisit
Intention of event participant’s varies across their demographic characteristics
like gender, age, marital status, level of education and number of visits. The
hypothesis is tested by using one way ANOVA and Tukey HSD Post hock test.
Table 5.18
Difference in Event Participants perception of Destination Revisit Intention Based on their Demographics and number of visits
Hypotheses Demographic Characteristics/Numbcr of Visits H9.Destination Revisit Intention Gender/Age*/Marital Status/Level Of Education ^/Occupation /Number Of Visits.
Note: * significant at the 0.05 level
Result in Table5.18 and Tables .8.49 to 8.56 in Annexure II shows that:
1. The perception of event participants does not vary across gender, marital status, occupation and number of visits.
2. The opinion of event participants regarding their intention to revisit the destination differs by age (F=3.113, p=.026) and level of education (F-6.016. p
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~ .001). The difference is noted in the case of age group 26 to 40 and 41 to 55.
The respondents in the age group of 41 to 55 are more likely to revisit the
destination as compared to 26 to 40.Event participants who have pursued
education up to higher secondary school, graduates and post graduates are more
likely to revisit the destination as compared to participants studied up to high
school.
H10: There is a significant difference in the participants’ willingness to
recommend the Destination to others based on gender/age/marital
status/level of education/occupation /number of visits to the event:
Hypotheses H10 is formulated to test whether the willingness to recommend
the destination to others varies across their demographic characteristics like
gender, age, marital status, level of education and number of visits to the
destination. The hypotheses are tested by using one way ANOVA and Tukey
HSD Post hock test:
Table5.19
Difference in willingness to recommend the Destination to others based on Demographics and number of visits
Hypotheses Demographic Characteristics/Number ______of Visits______HI0.Willingness to recommend the Gender*/Age/Marital Status/Level Of destination to others Education*/Occupation* /Number Of ______Visits*.______Note: * significant at the 0.05 level
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Result in Table5.19 and Tables 8.58 to 8.66 in Annexure II shows that:
1. Event participants’ willingness to recommend the destination to others does
not vary across age groups, marital status and level of education.
2. There is a significant difference in willingness to recommend the event to
others as per gender. Female event participants are more likely to recommend
the destination to others as compared to male participants’.
3. Event participants’ willingness to recommend the destination to others
differs by their level of education. The difference is noted in participants
having education up to high school and graduates and post graduates. Event
participants who have pursued education up to graduate and post graduate
&above are more likely to recommend the destination to others as compared to
participants studied up to high school.
4. Event participants’ willingness to recommend the destination to others
differs by their occupation. The difference is noted in participants who are
employed and who are in business. Event participants who are in business are
more likely to recommend the destination to others as compared to participants
who are employed.
5. Significant difference in event participants’ willingness to recommend the destination to others have been noted as per the number of visits, compared to
First timer regular are more willing to recommend the destination to others.
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CHAPTER VI
DISCUSSIONS, CONCLUSIONS & IMPLICATIONS
The chapter deals with the discussion on the findings of the study, puts forward
the conclusions, managerial and theoretical implication as well as limitations of
the study and directions for future research.
6.1 DISCUSSIONS
The first objective of the study is to identify the dimensions of Event Image
and Destination Image and to assess the contribution of theses Dimensions in
the formation of image. The identified Dimensions of Event Image and
Destination Image are:
6.1.1 Dimensions of Event Image:
Review of literature revealed that there are very few researchers in the event field who have made a contribution to identify the dimensions of event image.
The first attempt was made by Gwinnerin 1997, then by Kyriaki Kaplanidou &
Christine Vogt (2007) and by Kun Lai 2009 all of them identified sports. The
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present study involving the event of International Film Festival held in Goa,
India every year has identified Eight Dimensions of Event Image. They are:
Opportunity of Exposure to Local Art, Culture and Other Programmes :
This dimension includes attributes like Goan Art, Goan History, Goan
Culture, Food Festival and Other event Programmes. The Benefit dimension
identified in the study of Deng and Li (2013) includes the attribute Culture but
does not cover other attributes identified in the present study. The Benefit
dimension of Deng & Li (2013) study talks about over all Benefits which are
associated with the event, However dimension in the present study speaks of
event participants considering the opportunity which they get to expose
themselves to Art, Culture, History of the host place in addition to event
specific opportunities. The venue of International Film Festival of India is The
Palace of Maquinezes or Palacio, Inox and Kala Academy in Panajim the
capital of Goa. All these three venues presents unique Art & History of Goa to
the participant, as well as surrounding areas of Panjim give the visitors a
glimpses of Art, Culture & History of Goa. Apart from this other various programmes presented glimpses of Goan Culture to the attendees. This might be the reason behind considering it as an opportunity to get expose to Goan
Art, Goan Culture & History. This Particular dimension is a pull factor to attend the event; it also contributes in the body of literature relating to event image dimension, which can be absorbed in all types of events, specifically if the destination marketers want to differentiate its market from others than they
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can look for this dimension while organizing a event because every place has
its own Art, History & Culture different from others and people are interested
in knowing about it, Event can be a platform to showcase it and can add to the
image of the host place.
Pricing& Safety: Attributes like Delegation Fees, Pricing of transport,
Security & Safety at the venue and Safety & Security of delegates are the
main components of Pricing & Safety dimension, Delegation Fees is
considered as part of the organizational theme by Kaplanidou & Christine
Vogt (2006) and Security by Hallmann, Kaplanidou & Breuer (2010). The
present study identifies it as a separate dimension, the reason behind could be
there are at least two to three International Film Festival Events organized in
a year by the Directorate Of Film Festival Of India at different places in India
having a similar type of event content and the participants have chance to
choose among them. In such circumstances, they will evaluate the Pricing &
Safety matters before finalizing their decision.
Knowledge Creation: Attributes includes Debates & discussions, Interviews
of Film Personalities, Master Class. The knowledge creation dimension is the
first of its kind perceived by the event participants in the present study may be
because there are special educational sessions held for enhancement of film
related topics in the event under study. This Dimension can be also imparted
in other event program with educational sessions of relevant and specific to a
particular event depending upon the background of event participant. In the
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present event apart from general delegates, the participants are students from
film related areas, aspiring people who want to make a career in the film field
etc. and hence Knowledge creation is an important thing which they look in
the event.
Recreation & Entertainment: The dimension includes Venue Location,
Cultural programmes & Entertainment activities specifying that cultural
programmes and other entertainment activities like parties held at various
attractive locations contributes in satisfying leisure activities which event
participants looks for by attending the event. This dimension is also not
clearly brought out by the previous researchers may be theses aspects are not
considered in the sports related events which they have studied. However
Recreational & Entertainment Program should be designed & included in the
event program by the organizer to give the participants a unique experience
which is also one of the motivational factors to be a part of the event.
Management Aspects: The attributes Cleanliness, Waiting arrangements,
Crowd Management, Seating Arrangements is a part of Management aspect
which suggest event organizers should work on detail planning and execution
on various issues relating to smooth performance of the event. In the study of
Kaplanidou & Christine Vogt (2006) good service is an attribute which is the
part of Organizational Theme where as Service Dimension of Deng and Li
(2013) covered the management of service related aspects like attitude of
volunteers, while in the present study, event participants looked for how well
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the event is managed by the organizers specifically cleanliness issues in and
around the venue, arrangements of seating and waiting in between the
programmes and management of the crowd during the event.
Management of the event should be of prime consideration to the event
organizers, success or failure of the event depends upon how well the event is
managed and hence it should be considered a separate dimension from other
organizational themes brought out by the previous researchers.
Infrastructure: Registration facilities & process, Ticketing Facilities &
process, Rest Rooms are the specific attributes relevant to Infrastructure
Dimension. The previous researchers have not identified this particular
dimension as a separate dimension but some attributes are considered as a part
of organizational either or Environmental or facility Dimension for e.g. The
research of Deng & Li (2013) resting areas is considered as the attribute of
Facility Dimension. Having and appropriate infrastructure to organize a
particular event is essential. These infrastructure requirement fulfillments
should be according to type and nature of the event. In the case of IFFI 2015
delegates need to register themselves to the event and they are suppose to
have tickets of the films which they wished to watch, hence the attributes of
Infrastructure included facilities of various registration counters and the
smooth process of delegate registration, similarly it included availability of sufficient number of ticketing counter and the proceeds of issuing tickets.
Infrastructure dimension also included availability of restroom. Sufficient
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number of Restrooms are required because of the nature of the event, the
participants spends almost 10 to 12 hours of day at the venue to watch various
films of their choice and like to take breaks in between and hence appropriate
Infrastructure is needed to organize the event. Adequate Infrastructure is a
focal point of event organization and hence due consideration should be
given.
Tourism & Socialization Opportunity : Sightseeing, Spending tjme with
friends, Participation in other tourism activities, Meeting New People and
making friends are the factors which motivates the event participant to attend
a particular event in a selected destination, which are also supported in the
research of Kaplanidou & Christine Vogt (2006 ) & Kyriaki Kaplanidou &
Christopher Breuer (2010). Irrespective of type of event, Tourism and
Socialization is proved to be most preferred dimension by the event
participant. The present study also provides sufficient evidence for the same.
IFFI 2015 is organized for 10 days and the non local attendees almost on an
average attend the event for four to five days, Its quite natural that they would
like to visit the various tourist attractions in Goa during their spare time, Other than this, the attendees take this opportunity to spend time with friend, and
look for meeting new people and making new friends.
Event Core Content: International Panorama, Indian Panorama is the two main attributes representing IFFI 2015. Event Core Content Dimension is similar to the study of Deng and Li (2013) this dimension is also identified by
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Kaplanidou& Christine Vogt (2006) &Kyriaki Kaplanidou & Christopher
Breuer (2010) under the Physical them because the event which they have
studied is sports events. IFFI 2015 is the event which screens films from all
over the world under two sections International Panorama which includes
Films, documentaries, short films etc from the various countries. And Indian
Panorama screens films documentaries, short films from all the parts of
country in respective state language as well as in national language. The event
attendees are film lovers and professionals and students from the film related
field and the main core content of the event gives them a one kind learning
experience and hence the main core of the event is of utmost importance to the
event participants and selection of core content is the heart of any event.
In the formation of event image of the respondents, the higher contribution is of
Dimension Management Aspects, Opportunity of Exposure to local art,
History, culture, & others Tourism & social opportunity, Pricing & Safety.
Whereas, lower contribution is of Event Core Content, Recreation &
Entertainment and Knowledge Creation
6.1.2 Dimensions of Destination Image:
According to MacKay and Fesenmaier (1997) “Destination image is tourist’s total impression which is formed as a result of the evaluation of various destination elements’ and attributes where by differences in meaning, number and importance of dimensions may occur”, hence identifying factors which
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contributes in the formation of destination image is of concern among the
researchers in the field of tourism have made major contribution in identifying
the dimensions of destination image, however according to Beerli, & Martin
(2004) and Byon & Zhang (2009) most of these studies have failed to use
universally accepted valid and reliable scale except the studies of Echtner &
Ritchie( 1993),Baloglu & McCleary (1999). Apart from this, researchers like
Crompton (1979), Fakeye and Crompton (1991) have indicated that “attributes representing destination image should be context-specific since each destination consists of its unique characteristics”. Beerli and Martin (2004) also supported the above notion. Based on these recommendations one of the objective of the study was to identify Dimensions of Goa’s Destination Image.
For the purpose of scale development the present study adopted the broad classification of dimension of destination image suggested by Beerli and
Martin (2004) they are Natural Resources, General Infrastructure, Tourist
Infrastructure, Tourist Leisure and Recreation, Culture, History and Art,
Political and Economic Factors, Natural Environment, Social Environment and
Atmosphere of the Place. However, after conducting factor analysis with
Principal Component Analysis only Six Dimensions relevant to Goa’s
Destination Image could be retained. General Infrastructure & Tourist
Infrastructure got merged into Infrastructure Dimension and similarly
Atmosphere of the Place also got converged into Social Environment dimension; however the factors related to Political aspect did not emerge in relation with Goa’s Destination Image. It may be that attributes like political
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stability, terrorist attack, safety are not significant while associating it with the
Destination Image of Goa. The six dimensions of Goa’s Destination Image are:
I. Leisure& Recreation:
Leisure & Recreation is a prominent destination Image Dimension identified by
various researchers. Some authors like Chen & Tsai (2007), Geng, Chi, Qu
(2007), Marti 'n, & Bosque (2008) named it as entertainment dimension where
as researchers like Hui and Wan (2003), Beerli & Martin (2004) recognized it
as Leisure & Recreation .The present study also acknowledges the views of
Beerli & Martin .The attributes which are associated with Leisure &Recreation
are Night Life, Casinos, Bar & Clubs, Water sports, Spice plantations,
Adventure Activities. Etc. However in the research of Yen, Da Gama &
Rajamohan (2008) Night Life has been identified as a separate Dimension.
Night life and parties can be identified as the dominant theme when it comes to
leisure tourism in Goa. It also offers vibrant night life for the visitors as there
are plenty of music and dance clubs, pubs, bars and restaurants all over the
coastal belt of Goa. There are also beach parties happening on full moon nights
and Flea Market, where a whole world of trinkets and souvenirs are available.
Goa is one of the few states in India where gambling is legal. Casinos in Goa can be found on boats anchored in the Mandovi River, and onshore in some up market hotels. Most of the action, with live tables, takes place on the floating
/ casinos -- which are entertainment destinations within themselves. There are also other leisure & adventure activities in which tourist can spend its time like
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water sports, Dolphin Rides, Parrasyling, visit to spice plantation, trip to
waterfall etc. Leisure & Recreation is a generic dimension of any tourist place
which the visitor perceives. This study also supports the previous researchers
view point.
2. Socio - Environment:
Socio - Environment dimension includes three attributes they are Opportunity
to meet new people & make friends, Hospitality & friendliness of Locals and
Opportunity to spend time with Family & Friends. This study supports the
researchers like Beerli & Martin (2004), Yen, Da Gama & Rajamohan (2008),
and Byon & Zhang (2009) who also identified this particular dimension. The
rationale behind could be tourist except that the local people should accept them and be courtiers. Apart from this, the purpose of going on a vacation is to spend quality of time with family and friends. However, the opportunity to meet new people & make friends is not present in the work of above mentioned researchers this particular aspect is a focus of the present study due to event participant being the sample of the study who has related the social environment of event image with the destination image.
The present research brings out that Event participant visit the host destination with the intention to meet new people and make new friends and hence destination managers should create this kind of opportunities by organizing social programmes like evening parties etc. Local people’s attitude toward
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tourists is a major social factor forming part of the destination image friendly
and helpful attitude of locals is a positive aspect of tourism in Goa. Goa is a
great place to spend quality time with family and Friends.
3. Culture, Art & History:
Exposure to Goan Art, Exposure to Goan History and Exposure to Goan
Culture are the attributes identified in the third dimension of destination
image. Tourist visiting Goa is interested in Goan Art, History and Culture
may be because Goa has a unique Culture which is different from rest of
India. The lifestyle of Goa is a blend of different influences the Goan's
endured in its past, tourist visiting Goa feels that Goa is ‘Pearl of the East’
because of indo western culture of Goa. It has large number of mansions and
churches that are built in Portuguese style plus temples and houses which are
built in a traditional style. There are also other historical monuments which
discover the Goan History to the tourist. This dimension is also similar to the
study of Beerli & Martin (2004). Authors like M artin, & Bosque (2008) and
Yen, Da Gama & Rajamohan (2008) also has similar findings.
4. Infrastructure:
The fourth dimension of destination image of Goa is Infrastructure which includes three attributes they are Quality of Roads, Quality of Transport and
Quality of Accommodation which implies that tourist look for availability of
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quality roads, transport and accommodation in the place which they visit. Goa
has good network of road connectivity to almost all the tourist attraction
i .tourist can visit these places by hiring a two wheeler or can rent a car, it has a
large number of hotels and resorts of international repute. Berli &
Martin(2004) study suggest considering two different dimensions covering
theses aspects they are General Infrastructure & Tourist Infrastructure,
However in the present study both theses dimensions were merged into one.
Infrastructure dimension have been also identified by most of the researchers
like Fakeye and Crompton (1991), Hui and Wan (2003), Chen & Tsai (20070,
Geng, Chi, Qu (2007), MartTn, & Bosque (2008), Da Gama & Rajamohan
(2008), Byon & Zhang (2009) etc. due to its generic nature.
5. Natural Resources:
Natural resources are one of the prominent Dimensions in almost all the destination Image studies carried on so far. The present study also brings out similar kind of result. The attributes representing these dimensions are weather,
Beaches and Flora and Fauna. Weather is an important factor for tourist because if the weather is pleasant than only visitors can enjoy the attractions in the tourist place .Goa has a moderate climate and tourism in Goa can be enjoyed in all the season giving unique experience in each season. The primary identity of Goa is of “sun, sea and sand” and the beaches are its main attraction.
Goa’s 105 km long coastline is punctuated with several beaches, each of which has a character of its own. Goa is also rich in its flora and fauna, hen & Tsai
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(2007), have identified Natural Resource and Culture has one Dimension and
Sun and sand has another, where as Martin, & Bosque (2008) considers
Natural Environment & Culture has two separate dimensions and Sun & Sand
as another Dimension, However the present study Contradicts with these
authors and considers Natural Resource has separate dimension Which includes
Sun, Sand & Sea as one of the attribute and Culture is a component of Culture,
Art & History Dimension. Although Goa is primarily a Sea, Sand and Sun
destination its rich Flora and Fauna is also the major tourist attraction. The
study is conducted during November and the weather during this time of the
year is pleasant.
6. Economic Aspect:
The last dimension extracted is economical aspect which includes Pricing of
Accommodation, Pricing of Food and Pricing of other tourist Facilities. The
tourist place should be affordable to the visitors it should cater to the all the
class of society the main concern for the visitors will be the amount which
they have to spend on accommodation, food and other tourist facilities like
entry tickets, internal transport etc. Goa has Hotels and Restaurant which suit
the need of all categories of tourist the other tourist charges are also
reasonable. Price is one of the attribute in the Beerli & Martin (2004) study
under Political & Economical Dimension. Geng, Chi, Qu (2007) have
considered it has Price and value, whereas Byon & Zhang (2009) identifies it
has value for Money dimension.
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All tiie identified dimensions contribute almost equally in the formation of
Destination Image of the event participants’. However, the maximum
contribution is of Natural Resources followed by Leisure & Recreation,
Socio-Environment, Culture, Art & Histoiy and Infrastructure. Whereas
Economical Environment dimensions contribution is least.
6.1.3 Importance Performance Analyses of Event and Destination Image:
The second objective of the study is to assess performance of the event image
dimensions and Destination Image dimensions using Importance performance
Analyses. To develop appropriate marketing strategy meaningful information
should be provided to the Destination and Event marketers and hence meager
identification of Dimension of Event and Destination Image was not
Sufficient but researchers should provide information regarding How
Important these Dimensions to the traveler? And how well is there
Performance? To do this Martilla and James (1977) introduced a technique
called “Importance-Performance Analysis” (IPA). He suggest an IPA grid
which classifies the mean scores into four categories they are ‘concentrate
here’, ‘keep up the good work’, ‘possible overkill’ and ‘low priority’.
Researcher used this technique to evaluate the importance and performance of
above identified event image Dimensions and Destination Image Dimensions
Which has been discussed in the following sections.
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Importance Performance Analyses of Event Image Dimensions:
Quadrant I “Concentrate Here”:
Event Image dimensions falling in the Quadrant I are those dimensions which
have High Importance to the event participant but performed low and they
shows the weakness of event organizers. In this section none of the event
image dimension falls which is a good sign.
Quadrant II “Keep Up the Good Work”:
This category is considered to be the strengths of the Event Marketers, because
those dimensions which are rated high importance and high performance by
the event participants falls under this group .This category is represented by the
four event image dimensions they are Pricing & Safety, Management aspects,
Infrastructures and Event Core Content. Among these four dimensions
Infrastructure is rated very high on Importance which is followed by
Management aspect, the next dimension which is important to the participants is Event Core Content and then they look for Pricing and Safety.
I. Infrastructures: Under the Infrastructure Dimension, the attributes highly important and highly performed are - number one is ,Registration facilities & process ; the second one is Ticketing Facilities & process and last one is Rest
Rooms which shows that when it comes to infrastructure of the event the participants gives priorities to availability of sufficient number of registration
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counters , Ticketing counters and Rest rooms and they expect that the process
of registration and availing film tickets is smooth and without much obstacles
because these are the factors where event participants have to compulsorily
encounter. Event organizers, up to the large extent have become successful in
providing these facilities to the attendees.
II Management Aspect: The attributes which are rated highly important to the
event participants are Cleanliness followed by Crowd Management and then by
Waiting arrangements and the final one is Sitting Arrangements. However the
ranking on performance the first attribute is Crowd Management, then
Cleanliness followed by Waiting arrangements and Sitting Arrangements. On
this dimension, also event managers are par with satisfying the expectations of
event participants.
III. Event Core Content: Event Core content consist of Two Dimensions I e
International Panorama and Indian Panorama. Both these attributes are of High
Importance to the Event participants and their performance is also high.
International Panorama is rated very High Important as compared to Indian
Panorama suggesting participant’s main interest is to watch films from
International section.
IV. Pricing & Safety: Under the pricing and safety dimension the attributes which is rated very high importance and also performed high is Safety&
Security of delegates followed by Security &. Safety at the venue .which
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implies that Safety and Security is the priority of the event participant and
event organizers have also given the priority for the same. The next attributes
which are rated high importance and performed high are Delegation Fees and
Pricing of transport. Event organizers have become successful in satisfying the
event participant on the pricing matters.
Quadrant III MPossible Overkill”
The dimension falling under this category is Tourism & Socialization
Opportunity which includes Meeting New People and making friends,
Participation in other tourism activities, Sightseeing and spending time with
friends. Among these event participants gives importance to the attribute
Meeting New People and making friends but the remaining three attributes
have been rated low on importance but they have performed high this may be
due to the duration of event and the time event participants spend at the venue.
This also implies that event participants want to spend their time for other than
for tourism and socialization.
Quadrant IV “Low priority”:
The dimension under this group is of Low Importance and Low Performance.
Three Dimensions of event image falls under this category they are
Opportunity of exposure to Local Art, Culture, & Other Programmes,
Knowledge Creation and Recreation & Entertainment. Recreation and
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Entertainment Dimension is rated veiy low among theses dimension as well as
the performance of these dimension is also list as compare to other two.
I. Opportunity of exposure to Local Art, Culture, & Other Programmes:
Five attributes fall under this category; they are Goan Art, Goan Culture,
Goan History, Food Festival and Other event programmes. Other event
programmes and food festival has been rated very low on importance and the
performance which as shown the impact on the rest of the three attributes and
hence they have fallen under this categories. If the event organizers remove
theses two attributes then it is quite likely that Goan Art, Goan Culture and
Goan History would have been in the category of High Importance and High
Performance.
II. Knowledge Creation: This dimension includes three attributes they are
Debates & discussions, Interviews of Film Personalities and Master Class. All
these three dimensions have been given low importance statistically. This may
be due to the master class attribute which has been restricted to fewer participants and hence may be of least importance to others whereas on performance all the three attributes have failed. Although this dimension falls under the low priority group enhancement of knowledge should be the part of event organization. Event organizer have plan these activities with care should select appropriate Resource Persons for caring out these sessions.
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III. Recreation & Entertainment: Cultural programmes and Entertainment
programmes and event venue are the three factors coming under this category
both the attributes have been rated of low importance and low performed this
may be due to the nature of event under study it is an Film Festival event
which itself is an recreational event.
6.1.4 Importance Performance Analyses of Destination Image Dimensions:
Importance and Performance values of the dimensions of destination image
rated by the event participants were plotted on the four quadrant grid as per
their mean scores. Each Dimension was then evaluated by locating in the
suitable quadrant which is discussed in the following section.
Quadrant I “Concentrate Here”
This Quadrant represents for those Dimensions of destination Image which
are rated by the participants as of High Importance but they are low on
Performance and hence Destination Marketers as to take actions to improve
on performance .The Dimension falling under this category is Economical
Aspect.
Economical Aspect:
It includes Pricing of Accommodation, Pricing of Food and Pricing of other
tourist Facilities. Pricing of other tourist facilities are of high Importance as
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compared to Pricing of accommodation and Pricing of Food. On the
performance also theses attributes follows the same ranking. It suggests that
destination marketers need to reconsider their pricing decisions.
Quadrant II “Keep Up the Good Work”:
Quadrant II is the Keep up the good work quadrant and two dimensions comes
under this quadrant they are Natural Resources and Culture, Art & History.
Participants perceive these attributes are important and their performance is
satisfactory.
Natural Resources:
Weather, Beaches and Flora & Fauna are the attributes of Natural Resources.
The event is organized in the month of November and the weather during this
time in Goa is Pleasant which implies that this is a right time to visit Goa. The
second attribute is the Beaches of Goa, Goa is world famous for its pristine
beaches and it is the major tourist attraction for the visitors. Goa is also rich in
natural resources like palm grove landscape, waterfalls, wildlife and other
flora and fauna. Destination marketers have become successful in satisfying
the respondents on these attribute.
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Culture, Art & History:
Exposure to Goan Art, Exposure to Goan Culture and Exposure to Goan
History has been perceives as important dimension of destination image and
the performance of these attributes is satisfying. Goa has rich cultural heritage
consisting of folk dances, folk songs, visual arts and music. The state is famous
for its Indo-Latin festivals especially the Carnival. Apart from this numerous
churches, temples and mosques display the unique architect of Indo portuguge impact on the Goan culture. Various monuments and museums speak of Goan
History all theses give a tourist a unique experience.
Quadrant III “Possible Overkill”
The dimension in this quadrant is Leisure & Recreation and Socio -
Environment which have been perceived of low importance but performed high. Which suggest that theses dimensions may not be of that importance to event participants but for other tourist it will give altogether a different feeling.
Leisure & Recreation:
This Dimension includes three attributes they are Night Life, Casinos, Bar & clubs and Water sports, Spice plantations, Adventure Activities.etc. These attributes have been rated of low importance by the event participants because may be their main intention is to watch movies from various nations. Other than this, the schedule of event may be a cause for not giving importance for
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other leisure activities, however the performance of all these attributes are very
high so the destination marketers can catch on this for other tourists visiting
Goa.
Socio - Environment:
The next dimension which is under this quadrant is socio - Environment which
includes Opportunity to meet new people & make friends, Hospitality &
friendliness of Locals and Opportunity to spent time with Family & Friends.
Although this dimension’s rated as of low importance the attribute Hospitality
& friendliness of Locals is considered to be of high importance by the participants than other two attributes which implies that event participant except a good hospitality from the organizers and the attitude of local should be friendly. All these three attributes are performed high. Opportunity to meet new people & make friends has performed higher than the other two attributes.
Quadrant IV “Low priority”:
The dimension under this group is of Low Importance and Low Performance which suggest that low priority should be given for this dimension.
Infrastructure Dimension comes under this category.
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Infrastructure:
Quality of Roads, Quality of Transport and Quality of Accommodation are the
three attributes falling under Infrastructure Dimensions. Quality of
Accommodation is rated very low importance as compare to others. However
on performance all three attributes have performed below average
6.1.5 Influence of Event image on participant’s Behavioral Intention
towards event, Destination Image & Destination Behavioral Intentions:
The third objective is to study the influence of Event Image on Participants
Event Behavioral Intention, Destination Image & Destination behavioral
intention.
Influence of Event Image on Participants Event Behavioral Intentions:
The result of the study shows that event image plays an important role in the
participants’ decision to re - participate in the event in future as well as their
willingness to recommend the event to others. Specific studies which analyses
the influence of event image on Intention to revisit the event in futures are
scarce with two exceptions Hallmann & Breuer (2010) & Kirstin & Hallmann
(2011), both these studies have shown positive influence of sport event image
on indentation to revisit the event in future. However theses studies have predicated the pre - event intention of those who had previous experience with the event. The present study has assessed the intentions during the event on
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first time, repeat and regular visitors. The other researchers like Kaplanidou,
Jordan, Funk and Rindinger in (2012) who conducted study on active event
sport tourists of a recurring marathon event shown that event behavioral
intention is predicted by the convergence of destination characteristics and
event characteristics. However the study of Kaplanidou and Gibson (2010)
highlights the mediating effects of attitudes between satisfaction and intentions
to re-participate in the event. There is paucity of research in assessing the
intention of event participants to recommend the event to others. This study is
one of its kinds which have made a contribution to the body of knowledge by
bringing out evidence which indicates that event image also influences
willingness to recommend the event to others. Recommendation intention is
considered to be strength because new people can participate in the event
which will increase the number of attendees in the event.
6.1.6 Influence of Event Image on Participants Destination Image:
A remarkable number of studies have been conducted to assess the influence of
event on Destination Image with varied approach but most of these studies
have measured either the influence of event telecast, event media on the
viewers Destination Image or Meier assessment of Destination Image before,
during or after the event Like Rivenburgh (1992), Jaffe and Nebenzahl (1993),
Rivenburgh, (1995), Chalip and Green (2003), Diemo & Kay (2004), Anne -
Maria Hede (2006), O’ Donnell (2006) , Ritchie ,Sanders ,Mules ( 2007) assessed the Impact of media telecast of event on the potential visitors
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perception of destination Image. The studies of JafFe and Nebenzahl(1993),
Chalip and Green (2003) and Anne - Maria Hede (2006) and Ritchie ,Sanders
,Mules (2007) indicated positive result; study of Diemo & Key (2004) shows
negative effect whereas no enhancement in destination image is noticed in the
studies of Rivemburg(1992) & (1995).The research of Ritchie & Smith
(1991), Mossberg & Hallberg (1999), Erfurt & Johnson (2003), Richards &
Wilson(2004), Kim & Morrison (2005), Lee, Lee & Lee (2005),Lee , Taylor,
Lee & Lee (2005), McCartney (2005). Dai & Bao (2006), Boo & Busser
(2006), Hede (2006), Florek, Breitbarth & Conejo (2008 )measured the
destination image of either the potential visitors or actual visitors either before
,after or during the event or together and provided sufficient evidence of
positive effect on the Destination Image where as the studies of Dai & Bao
(2006), Boo & Busser (2006) noted negative effect of destination. Kim, Kang,
and Kim (2014), a pre-post study presented a mixed result i.e., both positive
and negative impact of image change depending upon the degree to sport
involvement, media consumption, and previous visit experiences. However there are only two researchers who have measured the image of the event and its influence on the destination Image. The first contribution is made by
Kyriaki Kaplanidou & Christine Vogt (2007) who have shown positive effect of event on the Destination Image, There study is on the active Bicycle sport tourists emotional experience during the event and failed to cover other dimensions of the event. The other contributor in this field is the research of
Qian Deng and Mimi Li (2013) on the 2010 Shanghai World Expo which
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shows that the event image had a strong positive effect on the destination
image; however the responses were taken from the foreign tourist who visited
china during the event not with pure intention to participate in the event. The
present study also is in consistent with the above two researchers and also
supports the notion that event Image plays important role in enhancing the
Destination Image of the event participants. But this study measures the
responses of actual participants of event whose main intention is to participate
in the event and have actually experienced various dimensions of event which
gave them exposure to different attraction of Goa as well sufficient time to
explore them and hence event image influences destination image.
6.1.7 Influence of Event Image on Participants Destination Behavioral
Intentions:
The study revealed the fact that Event Image has the capacity to singularly influence Event Participants Destination Behavioral Intentions. Earlier research of Chalip and Green (2003), Lee, Lee & Lee (2005),Anne - Maria Hede
(2006), Xing and Chalip (2006), Kyriaki Kaplanidou & Christine Vogt (2007),
Kaplanidou & Gibson (2010) ,Deng and Li (2013) , Kim, Kang, and Kim(
2014) indicates a relational effect of Event Image on Destination Behavior
Intention being moderated by Destination Image. However, the present Study proves that Event Image directly can have influence on Participants Destination
Behavioral Intentions.
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6.1.8 Relationship of Dimensions of Event Image with Dimensions of
Destination Image:
Researchers in the field of event and destination Image have accepted the fact
that events as well as event image enhances the image of the host destination.
The result of the present study also provides support for the same. But
neglected in understanding the mechanism involved. Destination Image is
created by the dimensions of destination and Event image is the outcome of
event dimensions. If event Image impacts on destination image than it should
be a psychological process of relating dimensions of event image with
destination Image and hence the fourth objective of the study is to investigate
whether Event participants relate Dimensions of Event Image with Dimensions
of Destination Image. Although the relationship of all the eight dimension of event image was tested with all the six dimensions of destination image only four event image dimensions were related by the event participants with four dimensions of destination image theses are as follows:
1. Event Recreation and Entertainment is related with Destination
Natural Resources and Leisure & Recreation.: The cultural programmes
and other entertainment activities like night parties were organized at
various places like Daryasangham a jetty in Mandovi River in Panjim
which is a place from where one can enjoy the scenic beauty, green
mountains, palm grooves and small tiny village at the other side of river.
The Night parties were in hotels at Beach side and hence the participants
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were exposed to natural beauty of Goa. This may be the reason they have
related Recreation and Entertainment dimension of event image with
Natural Resource dimension of Destination Image. Event Recreational and
Entertainment dimension of event image is also related with Leisure &
Recreation dimension of destination image. Goa offers plenty of activities
which tourist’s wishes to experience to contribute in fulfillment of their
leisure & recreational need. The event under study is a film festival event
which is also a kind of leisure & recreation activity by itself, apart from this
event has additional cultural programmes and other event programmes
which exposures the Goan leisureliness to the participants. This may be the
reason for relating event image dimension with destination image
dimension.
Event participants relate those dimensions with destination image which
gives them similar kind of experience.
2. Event Infrastructure dimension is related with Destination Culture,
Art & History:
The reason behind could be the location of the event. The event is held at
three different venues. They are at The Palace of Maquinezes or Palacio,
Inox and Kala Academy. All the three venues are located in Panjim, the
capital city of Goa. The Maquenize palace was built in 1702 and the
original owners of this building were two Brothers Diago da Costa de
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Ataide e Tieve (a squadron leader) and Cristovam da Costa de Ataide e
Tieve, known by the name of Maquinezes. In 1842 this palace was used
for a medical institution known as Goa Medical College by the
Portuguese’s and it continued till 2002. Presently it is used as the office of
the Entertainment Society of Goa who is the joint organizer with
Directorate of film festival of India to organize International Film Festival
of India. It is a unique building built in Portuguese style which
resemblance the Portuguese impact on Goan life style. In Contrast to the
Neo- classical look of Maquineze palace, the INOX block which is also
located in the same complex gives modem look. The third venue was Kala
Academy which by itself is a unique structure of modem and traditional
look. All these venues as well as surrounding areas of Panjim give the
visitors a glimpses of Art, Culture & History of Goa.
According to Keller (1993), when a destination hosts events some features
of the event is associated indirectly with the destination in the minds of
customer this must have happened when they have related Infrastructure
Dimension of event image with Culture, Art & History dimension of
destination Image dimension.
3. Tourism and Social Opportunity is related with Natural Resources &
Social Environment: According to Chalip & McGuirty, 2004; Chalip,
Green, & Hill, 2003, image effects of the hosted event depend on the link
and compatibility of features of the destination and the event’s
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characteristics. That means those dimensions of event image which are
similar in temperament are related with dimensions of destination Image.
And hence, that is the reason why Tourism and Social Opportunity
dimension of event image is related with Natural Resources & Social
Environment dimension of Destination Image. If we look at the attributes
of theses dimension in the present study we find that attributes like Sight
sightseeing which will naturally include visiting to beaches and other
attractions of the destination which are part of Natural resources dimension
of destination Image, similarly Social opportunity dimension of event
image and destination image dimension includes almost same kind of
attributes implying that both theses dimensions matching with each other.
4. Knowledge Creation is related with Culture, Art & History:
Knowledge Creation Dimensions of Event Image includes attributes like
Master class, Interviews of Film personality & Discussion session on the
topics related to Film Industry. While having this educational sessions the
filmy sins picturized on Goan Culture, Art & History were used by the
resource persons plus the venue which itself exposes the attendees with
Goan History
Art & Culture lead to contributing enhancement of knowledge of Goa.
This might be the reason that Knowledge Creation Dimension of event
image is related with Culture, Art & History Dimension of Goa’s
destination Image.
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Event participants related most of the dimensions of event image with the
dimensions of destination image accept Pricing and safety and Event core
content. We can inferred from this that event influenced destination image
is formed by relating the dimensions of event image with the destination
image and hence, image transfer from event to destination is by relational
association of dimensions of Event and Destination Image.
6.1.9 Difference in perception of event Image as per Demographic
characteristics and Number of Visits:
According to Kotler (1994), “the heart of modem strategic marketing can be
described as ... segmenting, targeting and positioning”. In which Segmentation
is the first and essential step. The selection of an appropriate segment of tourist
is essential for determining appropriate marketing strategy. Demographic
variables such as nationality, age, income or education have been considered as
quite usable and easy to assess (Lawson, 1994). Researchers like Woodside &
Lysonski(1989),Um & Crompton(1990) Walmsley and Jenkins (1993), Stem &
Krakover (1993), Stabler(1995), Baloglu (1997), MacKay and Fesenmaier
(1997), Baloglu and McCleary (1999), Chen and Kerstetter (1999), Beerl&
Martin (2003) show that the individuals’ personal characteristics, such as
gender, age, occupation, education etc have influenced the perceived image of
various tourist destinations. However, there is a scarcity of research to test the
influence of demographic characteristics on the Event Image Dimensions,
Event Image, Destination Image Dimensions, Destination image and Event
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&Destination Behavioral intention and hence the fifth objective of the study is
to understand the difference in the perception of Event Image Dimensions,
Event Image, Destination Image Dimensions, Destination image and Event &
Destination Behavioral intention as per Gender, Age, Marital Status, Level of
Education, Occupation and Number of visits of the event participant. The result
of the same is as follows:
1. Difference in Event Participant’s perception of Event Image Dimensions
Based on their Demographics and number of visits:
In case of difference in the perception of Event Image Dimensions as per event
participants’ demographic characteristics and number of visits. The perception
differed across age group on Event Image Dimension Recreation &
Entertainment and Management aspects, by, level of education on Pricing &
Safety and Tourism and Social Opportunity, by Occupation on Infrastructure
and by number of visits to the event on Management Aspects & Infrastructure.
Respondent in the age group 41 to 55 and 26 to 40 felt that event is more of recreating and entertaining as compared to less than 25. Similarly participants in the age category of 26 to 40 felt event is more recreating and entertaining as compared to above 55 years of age. Respondent in the age group above 55 and
41 to 55 rated Management Aspect Dimension of Event Image Higher than respondents in the age group of 26 to 40.Event participants who had acquired qualification up to High School rated Pricing &Safety dimension low as then participants having qualification up to graduate. Tourism and Social
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Opportunity dimension were rated higher by respondents having education up
to Graduation and Post Graduate and Above than respondent having a
qualification Up to High School. However, people with up to Higher
Secondary School rated lower than Up to High School. As compared to the
event participants, who are students the infrastructure Dimension was rated
high by the participants who are housewives, employed, Businessmen and
Retired participants. In the case of Event Image Dimension Management
Aspects regular visitors felt that event was managed well as compare to repeat
visitor. Event Image Dimension Infrastructure rated higher by regular visitors
then first time visitors.
2. Difference in Event Participant’s perception of Destination Image
Dimensions Based on their Demographics and number of visits:
Event participants perception differed by , age in Culture, Art& History
Dimension of Destination Image and level of education on Leisure &
Recreation and Natural Resource Dimension of Destination Image.
Respondents in age category of above 55 and 41 to 55 were impressed with the rich Goan Culture, Art &History as compared to participants in the age category of 26 to 40. Respondents having higher level of educational qualification like graduates and postgraduates found Goa to be a leisure
&recreational destination than people having qualification up to higher secondary School. Similarly, Graduates appreciated the natural resources of
Goa then participants who have studied up to higher secondary School. The
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results are contradicting with the study of Beerli & M artin 2014, there study
revealed that Infrastructure ,Natural Resources and Culture Dimensions of
Destination Image are perceived differently by male and female respondents.
Apart from this , Repeaters perceived Natural Resource Dimension of
Destination Image more positively. The present study also presents
contradictory results to Fakey &Crompton 1991, study in which they found
significant difference among First timer and repeater on Social Opportunities
and attraction Dimension. Social Opportunities and Attractions
3. Difference in Event Participant’s perception of Event Image Based on
their Demographics and number of visits:
In the case of perception of event image the difference was only found by, level of education of the event participants. As compared to participants who have studied up to High school, the participants having qualification up to Higher
Secondary school and Graduates rated high on the Event Image. On other demographic variable and Number of visits no significant difference was found on the perception of event image. Similar results are also shown in the study of
Kaplanidou (2007) in which First-time and repeat visitors have similar perception of event image. Event marketers do not need to differentiate between first-time and repeat event visitors as well as on other demographic variables.
■ a o B a sa a i
Go a U n iv e r s it y Page 176 E v en t s A n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i v a l o f I n d ia - G o a
4. Difference in Event Participant’s perception of Reparticipating in the
Event based on their Demographics and number of visits:
Re-participation Intention varies across age group, Occupation and Number of
visit to the event. As compared to participants’ in the age group of 26 - 40,
participants’ in the age group of 41- 55 shows higher intention of re
participating in the event that implies the participants in the older age group are
more likely to attend the event in future as compared to younger ones. Which is
contradictory to the study of Kim & Chalip, 2004 in which younger respondent
are more likely to attend a mega sporting event in the future. This may be due
to die nature of event. However the in the study Kaplanidou (2007) of Age was
not found to be a significant predictor of intentions to travel to future Olympic
Games .the result of present study also shows higher re-participation intention
among the students as compared to employed participants and regular event participants are more willing to attend the event in future as compared to First timer.
5. Difference in Event Participant’s perception of Willingness to recommend the event to others Based on their Demographics and number of visits:
Willingness to recommend the event differs across gender, occupation and frequency of visit to the event. Women event participants showed higher willingness to recommend the event as compared to male participants’. As
G o a U n iv e r s it y Page 177 Events and Destination Image: An Analysis of International Film Festival of India - Goa
compared to students, employed event participants show higher willingness to
recommend the event to others .And as compared to First timers regular is
more willing to recommend the event to others.
6. Difference in Event Participants perception of Destination Image Based
on their Demographics and number of visits:
Researchers like Beerli & Martin (2004), Baloglu (1997), Baloglu and
McCleary (1999), Calantone, Di Benetton, Hakam and Bojanic (1989), Chen
and Kerstetter (1999), Stem and Krakover (1993), Walmsley and Jenkins,
(1993) found some differences in the perceived destination image depending on
gender, age, level of education, occupation, marital status etc. Apart from these
Studies, which have found that images of tourism Destinations were affected
by the number of visits to the destinations (Andreu et al., 2000; Chon, 1991;
Fake & Crompton (1991),Hu& Ritchie, 1993; Pearce, 1982a, b; Phelps, 1986;
Ross,1993). The present study differs on the result of previous researchers.
Destination Image perception does not vary as per demographic variables and
number of visits to the destination.
7.Difference in Event participants perception of re-visit intention to the destination based on demographics and number of visit to the event:
The destination revisits intention of the event participants’ differ by their age groups and Level of education.. The respondents in the age group of 41 to 55
Go a U n iv e r s it y Page 178 E ven ts A n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i v a l o f I n d ia - G o a
are more likely to revisit the destination as compared to 26 to 40. Event
participants who have pursued education up to higher secondary school,
graduates and post graduates are more likely to revisit the destination as
compared to participants studied up to high school.
8.Difference in Event participants’ perception of willingness to
recommend the events to others based on demographics and number of
visit to the event:
The event participants’ willingness to recommend the destination to others
differ by, gender, level of education, Occupation and Number of visits to the
destination. Female event participants are more likely to recommend the
destination to others as compared to male participants. Event participants who
have pursued education up to graduate and post graduate &above are more
likely to recommend the destination to others as compared to participants
studied up to high school. Event participants who are in business are more
likely to recommend the destination to others as compared to participants who
are employed. First timers regular are more willing to recommend the
destination to other.
6.2 MANAGERIAL IMPLICATION.
The study result may be useful to Event managers as well as Destination
Managers
Goa University P ag e 1 7 9 E v en ts A n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i v a l o f I n d ia - G o a
6.2.1 Event Managers:
1. The identified Dimensions of Event Image and its contribution in the
formation of event image provide useful information regarding the various
aspects needed for successful organization of any event. Event managers
can use this information for better organization of events.
2. The Result of Importance performance analyses of Event Image
Dimensions brings out some valuable information to the event
management. The IPA Matrix reveals that event organizers should have
adequate Infrastructure, the management of the event should be of Top
class, event core content should be carefully selected, Safe environment
should be created and the charges levied should be appropriate. Apart from
this , it also suggests on which aspect to concentrate and which should be
given low priority.
3. Practical implications for practitioners in the event industry, could be drawn
from the direct relationship of Event Image on participants’ Event
Behavioral Intention. Event image plays important role in the decision of
re-participation and willingness to recommend the event to others. And
hence successful organization of the event leads to loyalty.
Goa University P ag e 1 8 0 p / 0 t m A n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i v a l o f I n d ia - G o a
4. Event Image Dimensions have been perceived differently across age, level
of education occupation and number of visits to the event. Different
dimensions appeal to different sections of event participants.
5. Re-participation Intention varies across age group, Occupation and Number
of visit to the event. Older, higher educated, students and regular visitor’s
shows higher re-participation intention. Event managers can infer from this
that event is more appealing to these segments of people.
6. Willingness to recommend the event to others is shown by women, students
and regular visitors. Event managers can designee an appropriate strategy to
influence the willingness to recommend the event to others in other segment
also.
6.2.2 Destination Managers:
1. Destination marketers of Goa can use the above identified Dimensions of
Destination Image of Goa & the result of IPA in their marketing strategy to
attract various segments of the tourists effectively.
2. International Film Festival of India, Goa, can be a stage to showcase
touristic potential of Goa due to the Influential Role of IFFI on the Image of
Goa and Destination Behavioral Intention.
Pag e 1 8 1 Goa University A n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i v a l o f I n d ia - G o a
3. IPA provides useful guidelines for exploring different Dimensions of the
destination image in marketing mix of destination marketers; it
incorporates appropriate management action and allows reallocating
resources as per the items in four quadrants to achieve competitive
advantages.
4. This Study investigated the important role of Event Image in predicting the
Event and Destination Behavioral Intentions and provided sufficient
evidence to the management that effective hosting of event not only leads to
enhancing image of the host place but also predicts participants Event as
well as Destination Behavioral Intentions.
5. Culture, Art & History Dimension of Destination Image is more appealing
to middle age and older people then younger. Higher educated people are
impressed with Leisure & Recreational and Natural Resource Dimension of
Destination Image. Destination managers can market Culture, Art &
History of Goa to attract middle age and older tourist. Similarly, Leisure &
Recreational and Natural Resource can be projected to attract educated
tourist.
6. Destinations revisit intention of the event participants’ differ by their age
groups and Level of education. Destination manager can note that revisit
intention to the destination is more among older and higher educated people
than others.
Goa University P ag e 1 8 2 Evisrts A n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i v a l o f I n d ia - G o a
7. Willingness to recommend the destination to others is more in female,
higher educated, businessmen’s and first time visitors. Event management
can target this segment to promote the destination.
6.3 THEORETICAL CONTRIBUTION
The study contributes in Event Image Field as well in Destination Image Field.
In the event field, the study contributes by identifying the Dimensions of Event
Image which include confirmation of some dimensions like Infrastructure,
Socialization, Pricing & safety etc. which were identified by the earlier
researchers as well new dimensions like Knowledge Creation which remained
unexplored in previous studies of Event Image. It also makes additional
contribution by bringing out the relationship of Event Image with Behavioral
Intentions of event participants.
In the field of Destination Image, this research makes an original contribution by bringing out sufficient evidence that Event Image Influences Destination
Image of event participants. This influential process happens by relating
Dimensions of Event Image with Dimensions of Destination Image. In addition, this study also identifies Direct Influence of Event Image on Event participant’s destination Behavioral Intentions.
P ag e 1 8 3 Go a University EviPFS AND D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i v a l o f I n d ia - G o a ______
6.4 LIMITATIONS:
The responses was collected from the event participants during the event, that
to from one event i.e. International Film Festival of India, Goa. The
longitudinal study by collecting pre - post event study approach was not
adopted.
6.5 DIRECTIONS FOR FUTURE RESEARCH:
Future Research may be undertaken for the Scale development of Event Image
with confirmatory factor analyses.
Role of Dimensions of Event Image& Destination Image as per IPA Matrix on
the formation of Event Image, Destination Image and Event &Destination
Behavioral Intentions may be assessed.
The Structural equation modeling may be used to test the models suggested in
the study.
The models tested in the study can be tested in other events like recurring, non
recurring, local, regional etc.
P a g e 1 8 4 Goa University AN® D e s t in a t io n I m a g e : a n A n a l y s is o f I nternational F i l m ______F e s t i v a l o f I n d ia -G o a
6.6 CONCLUSION:
The study confirms the influential role of Event Image on Destination Image
and Makes a contribution by establishing the relationship between Event Image
Dimension and Destination Image Dimension in forming such an event
influenced Image of the Destination. The research also brings out the direct
relationship of Event Image on event Participants Event & Destination
Behavioral Intention. The study result is the outcome of evaluating one event
and hence generalization of the findings is not advisable.
Goa University Page 185 E v ili’s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i v a l o f I n d ia - G o a ______
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APPENDIX - 1 Questionnaire Section I
Please rate the following factors of IFFI2015 in terms of how important they are for you and what is your experience. A) Important B)Experience 5 - Very Important 5 - Very Good 4 -Important 4 - Good 3 - Neutral 3- Average 2 - Not Important 2-Bad 1 - Not at all Important 1 - Very Bad
A Event Image Dimensions Im p ortan ce E x p erien ce 5 4 3 2 1 5 4 3 2 1 EDI. EVENT CONTENT Quality o f F ilm s : International Panorama Indian Panorama ED 2. ORGANISATIONAI FACTORS I.INFRASTRU CTURE AT THI VENUE
Quality Of:
Auditorium/Theatres Rest Rooms H elp desk Registration Process Ticketing counters Network accessibility II.VENUE Location Cleanliness Crowd Management Seating Arrangements Waiting arrangement
IB. OTHERS: Quality o f: Opening Ceremony
Closing Ceremony Information
Goa University Page 217 E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i v a l o f I n d ia - G o a
dissimilation Schedule/Timing of: Films
Programmes Transport Booking of Film Tickets ED3.Leisure & Recreation Quality of: Entertainment Programmes Parties Time for: Sightseeing Other tourism Activities ED4.Culture, Art, History, Local Cuisine etc.(Event as media/channel) Exposure to: Goan Culture Goan Art Goan History Goan Cuisine Goan Folk Culture ED5.Economic Factors Pricing of: Delegation charges Food Items
ED6. Safety & SecurityFactors Safety & Security of:
Venue
Delegates ED7. Socio - Environmental Factors Hospitality o f the organizers Opportunity to meet new people and make friends Opportunity to spend time with the family ED8.Knowledge Creation Opportunity to enhance Knowledge from Debates ,D iscussion, Interviews of Film personnel’s etc
Goa University Page 218 E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s i s o f I nternational F i l m ______F e s t i v a l o f I n d ia - G o a
Section II 1.Would you like to attend this event in future? Rate it on a scale of 5 to 1(5 = very likely,4 =
Very Very Likely U n likely
2. How would you like to rate the Event for recommendation on a scale of 5 to 1? (5 = Highly Recommendable, 4= Recommendable, 3 = Neutral,2= Not Recommendable, 1 = Not at all Recommendable)______H ighly N o t at all Recommendable Recommendable Section m
Please rate the following factors of Goa in terms of how important they are for you and what is your experience. A) Important B)Experience 5 - Very Important 5 - Very Good 4 - Important 4 - Good 3 - Neutral 3- Average 2 - Not Important 2-Bad 1 - Not at all Important 1 - Very Bad
Destination Image Dimensions IMPORTANCE EXPERIENCE 5 4 3 2 1 5 4 3 2 1 D l l . Natural Resources Weather Beaches Variety & Uniqueness of the Flora & Fauna DI2 General Infrastructure Quality o f: Roads, Transport Other Facilities DI3.Tourist Infrastructure Quality & Availability o f :
Accommodations Food Tourist Information DI4. Tourist, Leisure & Recreation Opportunity of entertainment leisure & recreation (Night Life, Water sports, Spice Plantation, Adventure activities, Casinos, Bars & Clubs etc.)
Goa University Page 219 E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i v a l o f I n d ia - G o a
DI5. Culture, History & Art Exposure to: Goan Culture Goan Art Goan History Goan Cuisine Goan Folk Culture DI6 Safety & Economic Factors Safely o f : The tourist Place Prices O f : Food Accommodation Other tourist Facilities DI7 Environment of the place Cleanliness Calm ness DI8 Socio - Environment Hospitality & Friendliness of the Local Opportunity to meet new people and make friends Opportunity to spend time with the family And Friends
Section IV
1.Would you like to return to Goa in future? Rate it on a scale of 5 to 1(5 = veiy likely,4 = 3 = Cant Say, 2 = Unlike v, 1 = Very Unlikely V ery Very Likely U nlikely
2. How would you like to rate Goa as a travel destination for recommendation? On a scale of 5 to 1? (3 = Highly Recommendable, 2= Recommendable, 3 = Neutral,2= Not Recommendable, 1 = Not at all Recommendable) ______H ighly Not at all Recommendable Recommendable
SECTION V : Please let us know a little more about you. (Put “X “in appropriate Box) 1. Gender: Male [ ] Female [ ] A g e Group: Less than 25 [ ] 26-40 [ ] 41-55 [ ] 55 and above [ ] 1. Marital Status: Single [ ] Married [ ] Divorced /Widowed [ ] 2. Level of education:
Goa University Page 220 E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i v a l o f I n d ia - G o a
Up to High School [ ] Up to Higher Secondaiy School [ Up to Graduation [ ] Post Graduate & Above [ 3. Occupation: Em ployed [ ] Student [ ] Business [ ] Housewife [ ] Retired [ ] Others
4. Country of Origin: State:
5. Visits to Goa: First Time [ ] Repeater [ ] Regular [ ]
Thanks
Goa University Page 221 E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i v a l o f I n d ia - G o a
APPENDIX II norm ality test Table No.7.2 Univariate and Multivariate test of Normality
Code Item of event image Skew ness Kurtosis ECIS1 International Panorama -1.586 5.282 CIP1 Indian Panorama -1.328 1.500 IA2 Auditorium/Theatres -1.461 2.242 IR2 Rest Room s -.829 .351 IRP2 Registration Process -1.124 3.618 ITC2 Ticketing counters -.430 -.006 IWN2 Network accessibility -.185 -.936 IVL2 VENUE Location -.420 -1.304 IC2 Cleanliness -1.084 1.029 ICM2 Crowd Management -1.371 2.553 ISA2 Seating Arrangements -.921 2.089 IWA2 Waiting arrangement -.495 .074 IHD2 Help Desk -1.018 1.158 ITM2 Theatre Management -1.093 .403 PSTF3 Schedule/Timing of Films -1.040 .343 PSTP3 Scheduie/Timing of Programmes -.784 -.705 PSTT3 Schedule/Timing o f Transport -.889 .082 PSBFT3 Schedule/Timing of Booking of Film Tickets -.969 .199 QOC4 Quality of Opening Ceremony -.521 -.719 0C C 4 Quality of Closing Ceremony .769 -.925 0EP4 Quality of entertainment programme -.118 -1.091 QOP4 Quality of other programme -.140 -1.434 QCP4 Quality o f cultural programme -.335 -1.193 0FF4 Quality o f food festival -.008 -1.465 EEGC5 Exposure to Goan Culture -.688 -.408 EEGA5 Exposure to Goan Art -.691 -.344 EEGH5 Exposure to Goan History -.625 -.378 EEGF5 Exposure to Goan Cuisine -.517 -.829 EOS6 Opportunity for sightseeing -.443 -.749 EOTA6 Opportunity for tourism activities -1.216 .608 EOMP6 Opportunity to meet new people -1.137 .717 EOSF6 Opportunity to spent time with family and friends -.558 -.598 PDF7 Pricing of delegation fees -.577 -.434 PFI7 Pricing o f food items -.624 .178 PTP7 Pricing of transport charges -.293 -1.146 PAP7 Pricing of accommodations -.730 -.714 SSV8 Safety & security of venue -1.131 .771 SSD8 Safety & security of delegates -1.146 1.108 KEDD9 Knowledge creation through debates and -.794 -.391 discussions KEIP9 Knowledge creation throw Interviews of film -.849 -.205 Personalities KEMC9 Knowledge creation through Master classes -.369 -1.164
Page 222 Goa University EVENTS AND DESTINATION IMAGE: AN ANALYSIS OF INTERNATIONAL FILM F estival of India - G oa
Table No. 5.3 Univariate and Multivariate test of Normality
Code Item of event image Skew ness K urtosis ENRW1 Weather -.205 -.554 ENRB1 B eaches -.361 -.693 ENRF1 Flora & fauna -.238 .303 NGIR2 Roads .159 .086 NGIT2 Transport -.293 .085 NGIOF2 Other Facility .549 .671 ETIA3 Accommodation -.137 1.047 ETIF3 Restraints & Eating places -.429 .382 ETIOF3 Tourist Information .447 .372 ELRNL4 N ight Life -.899 1.878 ELRCB4 Casino, Bar & club -.900 1.790 ES4LRA Water sports, spice -1.027 1.918 plantation etc. EDEGC5 Goan Culture -.504 1.150 EDEGA5 Goan Art -.296 .725 EDEGH5 Goan History -.300 1.262 EDEGF5 Goan cuisine -.687 1.771 EEPC6 Cleanliness -.306 -.059 EEPCA6 Calm ness -.736 .883 ESET7 Safety o f Tourist -.151 1.711 ESEP7 Safety of place -.369 .469 ESPA7 Price of Accommodation -.065 .347 ESPF7 Price of food .039 .120 ESPT7 Price o f Transport -.031 -.047 ESEHL8 Hospitality & friendliness .024 -1.133 o f Local ESEPF8 Opportunity to meet new .101 .493 people ESETF8 Opportunity to spent time -.067 2.053 with the Family
Goa University Page 223 G E oa s t n e v
U Eigenvalue Eigenvalue niversity
d n a D nati n io t a in t s e iue2 ce ltfrDsiain mg Di ensions im D Image Destination for Plot Scree 2 Figure iue Sre ltfrEetIaeDmensions Dim Image Event for plot Screen 1 Figure F l a v i t s e I e g a m Com ponent Number ponent Com Scree Plot Scree Scree Plot Scree : A :
f o n I A ia d n is s y l a n - G - a o
f o I onal a n io t a n r e t n
Page 224 Page F lm il E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i v a l o f I n d ia - G o a
APPENDIX III RESULT OF ANOVA & POST HOCK TESTS
TABLE 8.1Difference in perception of Dimensions of Event Image by gender
Sum o f M ean Supported/Not Squares D f Square F Sip. Supported H3a i. Opportunity to B etw een 5.368 1 5.368 5.442 .020 local art ,culture,& Groups other W ithin Not Supported 318.632 323 .986 programmes(Exposure) Groups Total 324.000 324 H3a ii. pricing & Betw een .002 1 .002 .002 .964 safety Groups W ithin Not Supported 323.998 323 1.003 Groups Total 324.000 324 H3a iii. Knowledge Betw een N ot .005 1 .005 .005 .945 Creation Groups Supported W ithin 323.995 323 1.003 Groups Total 324.000 324 H3a iv. Recreation & B etw een N o t 1.296 1 1.296 1.297 .256 Entertainment Groups Supported W ithin 322.704 323 .999 Groups Total 324.000 324 H3a v. Management B etw een N ot 1.308 1 1.308 1.309 .253 Aspects Groups Supported W ithin 322.692 323 .999 Groups Total 324.000 324 H3a vi. Infrastructure B etw een N ot 2.768 1 2.768 2.784 .096 Groups Supported W ithin 321.232 323 .995 Groups Total 324.000 324 H3a viii. Tourism & B etw een N ot 1.879 1 1.879 1.884 .171 social opportunity Groups Supported W ithin 322.121 323 .997 Groups Total 324.000 324 H3a viii. Event Core B etw een N o t 2.886 1 2.886 2.903 .089 Content Groups Supported W ithin 321.114 323 .994 Groups Total 324.000 32 4
Goa University Page 225 E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i v a l o f I n d ia - G o a
Table No.8.2 Difference in perception of Dimensions of Event Image across age groups
ANOVA Sum o f M ean Supported/Not Dimensions of Event image sgugreL. D f Square F Sig. Supported H3b i. Opportunity to B etw een Not Supported 6.905 3 +2.302 2.330 .074 local art ,culture,& Groups other W ithin 317.095 321 .988 programmes(Exposure) Groups Total 324.000 324 H3b ii. pricing & Betw een Not Supported 5.192 3 1.731 1.743 .158 safety Groups W ithin 318.808 321 .993 Groups Total 324.000 324 H3b iii. Knowledge B etw een Not Supported .653 3 .218 .216 .885 Creation Groups W ithin 323.347 321 1.007 Groups Total 324.000 324 H3b iv. Recreation & B etw een Supported 17.391 3 5.797 6.069 .000 Entertainment Groups W ithin 306.609 321 .955 Groups Total 324.000 324 H3b v. Management B etw een Supported 20.844 3 6.948 7.357 .000 Aspects Groups W ithin 303.156 321 .944 Groups Total 324.000 324 H3b vi. Infrastructure B etw een Not Supported 8.388 3 2.796 2.844 .038 Groups W ithin 315.612 321 .983 Groups Total 324.000 324 H3b vi. Tourism & B etw een Not Supported 2.890 3 .963 .963 .410 social opportunity Groups W ithin 321.110 321 1.000 Groups Total 324.000 324 H3b viii. Event Core Betw een Not Supported 3.827 3 1.276 1.279 .282 Content Groups W ithin 320.173 321 .997 Groups Total 324.000 324 ‘Significant at 95% confidence level
Goa University Page 226 E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i
Table No. 8.3 TukeyHSD Post hock test Multiple Comparisons
Dimension of Event (I) AG E (J) AG E Mean Difference Image (I-J) Std. Error Sig
Recreation & LESS 2 6 - 4 0 -.43103299* .1632 4 3 1 8 .043 Entertainment TH A N 25 4 1 - 5 5 -.58210703’ .1739 8 9 6 2 .005 55& A B O V E .07296179 .2 2 612959 .988 2 6 - 4 0 LESS THAN 25 .4 3 1 0 3 2 9 9 ’ .16324318 .043 4 1 - 5 5 -.15107404 .12757461 .637 55& A B O V E .50399478* .1927 1 0 8 8 .046 LESS THAN 25 .58210703* .1739 8 9 6 2 .005 4 1 - 5 5 2 6 - 4 0 .15107404 .12757461 .637 55& A B O V E .65506882’ .2018 9 4 8 6 .007 A B O V E 55 LESS THAN 25 -.07296179 .2261 2 9 5 9 .988 2 6 - 4 0 -.50399478* .19271088 .046 4 1 - 5 5 -.65506882* .2018 9 4 8 6 .007 Management Aspects LESS 2 6 - 4 0 .29319795 .16232151 .272 TH A N 25 4 1 - 5 5 -.22291765 .1 7 3 0 0 7 2 7 .571 55& A B O V E -.33900749 .22485286 .434 2 6 - 4 0 LESS THAN 25 -.29319795 .16232151 .272 4 1 - 5 5 -.51611560* .12685432 .000 55& A B O V E -.63220544* .19162283 .006 4 1 - 5 5 LESS THAN 25 .22291765 .1730 0 7 2 7 .571 2 6 - 4 0 .51611560* .12685432 .000 55& A B O V E -.11608984 .2007 5 4 9 6 .939 A B O V E 55 LESS THAN 25 .33900749 .2248 5 2 8 6 .434 2 6 - 4 0 .6322 0 5 4 4 ’ .19162283 .006 4 1 - 5 5 .11608984 .20075496 .939 *■ The mean difference is significant at the 0.05 level
Goa University E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F il m _____ F e s t i v a l o f I n d ia - G o a
Table No.8.4 Difference in Dimensions of Event Image as per Event Participant’s Marital Status
Sum o f M ean Supported/Not Squares d f Square F SiR. Supported H3c i. Opportunity to B etw een 5.398 2 2.699 2.728 local art ,culture,& Groups .067 other W ithin 318.602 322 .989 Not Supported programmes(Exposure) Groups Total 324.000 324 H3cii.pricing & safety Betw een Not Supported 5.099 2 2.549 2.574 .078 Groups Within 318.901 322 .990 Groups Total 324.000 324 H3c iii. Knowledge Betw een Not Supported 2.292 2 1.146 1.147 .319 Creation Groups Within 321.708 322 .999 Groups Total 324.000 324 H3c iv. Recreation & B etw een Not Supported .214 2 .107 .106 .899 Entertainment Groups W ithin 323.786 322 1.006 Groups Total 324.000 324 H3c v. Management Betw een Not Supported 3.201 2 1.600 1.606 .202 Aspects Groups W ithin 320.799 322 .996 Groups Total 324.000 324 H3c vi. Infrastructure Betw een Not Supported 4.817 2 2.409 2.430 .090 Groups Within 319.183 322 .991 Groups Total 324.000 324 H3c vii. Tourism & Betw een Not Supported .255 2 .127 .127 .881 social opportunity Groups Within 323.745 322 1.005 Groups Total 324.000 324 H3c viii. Event Core Betw een Not Supported 5.087 2 2.543 2.568 .078 Content Groups W ithin 318.913 322 .990 Groups Total 324.000 324
Page 2 2 8 Goa University E v e n t s a n d D e s t in a t io n I m a g e ! A n A n a l y s i s o f I nternational F il m F e s t i v a l o f I n d ia - G o a
Table No.8.5 difference in the perception of Event Image Dimensions as per the level of education of the event participant's
Sum o f M ean Supported/Not Squares D f Square F Sig. supported H3d i. Opportunity to B etw een 4.140 3 1.380 Not supported local art ,culture,& Groups 1.385 .247 other W ithin 319.860 321 .996 programmes(Exposure) Groups Total 324.000 324 H3d ii. pricing & B etw een Supported 11.287 3 3.762 3.862 safety Groups .010 W ithin 312.713 321 .974 Groups I Total 324 .0 0 0 324 i H3d iii .Knowledge B etw een Not supported ] 6.484 3 2.161 2.185 .090 Creation Groups W ithin 317.516 321 .989 Groups Total 324.000 324 H3 d iv. Recreation & Betw een Not supported 3.645 3 1.215 1.217 .303 Entertainment Groups W ithin 1 320.355 321 .998 i} Groups Total 324.000 324 H3d v. Management B etw een Not supported i 3.946 3 1.315 1.319 .268 j Aspects Groups W ithin 320.054 321 .997 ! Groups Total 324.000 324 H3d vi. Infrastructure B etw een Not supported 1 .591 3 .197 .195 .899 Groups W ithin i 323.409 321 1.008 Groups - - ■ ~ i Total 324.000 32 4 i H3d vii. Tourism & B etw een 3.587 .014 i 10.509 3 3.503 Supported j social opportunity Groups W ithin 313.491 321 .977 Groups ...... - . i Total 324.000 324 ...... J Not supported j H3d viii. Event Core B etw een 8.213 3 2.738 2.783 .041 Content Groups ...... « W ithin 315.787 321 .984 Groups Total 324.000 324 ------— ■ ■ •’ ‘Significant at 95% confidence level
Goa University E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m ______F e s t i v a l o f I n d ia - G o a
Table No.8.6TukeyHSD Post hock test Multiple Comparisons
Mean 95% Confidence Dependent Interval (I) EDU (J) E D U D ifference Std. Error Sig. Variable (I-J) L ow er Upper B ound Bound pricing & U p to High U p to safety School H igher .45349890 .107 .1420196 Secondary 1.02915895 2.200 3 3 7 5 School U p to -.98398206* .32022770 .012 -.1569816 Graduation 1.8109825 Post Graduate -.77462288 .32529469 .083 .0654633 1.6147090 & A b ove U p to U p to High 1.02915895 .45349890 .107 -.1 4 2 0 1 9 6 Higher School 2.2003375 Secondary U p to .04517689 .33670470 .999 -.8243761 .9147298 School Graduation Post Graduate .25453607 .34152732 .879 -.6 274715 1.1365436 & A b ove U p to U p to High .98398206* .32022770 .012 .1569816 1.8109825 Graduation School U p to H igher -.04517689 .33670470 .999 -.9 1 4 7 2 9 8 .8243761 Secondary School Post Graduate .20935918 .11629890 .275 -.0 9 0 9 8 7 2 .5097056 & A b ove Post U p to High .77462288 .32529469 .083 -.0654633 1.6147090 Graduate School & A bove U p to H igher -.25453607 .34152732 .879 .6274715 Secondary 1.1365436 School U p to -.20935918 .11629890 .275 -.5097056 .0909872 Graduation Tourism & Up to High U p to social School H igher .45406247 .011 -.2339236 opportunity Secondary 1.40655758* 2.5791915 School U p to -.92263754* .32062564 .022 -.0946094 Graduation 1.7506657 Post Graduate -.89381315* .32569893 .032 -.0526830 1.7349433 & A bove Up to U p to High 1.40655758* .45406247 .011 .2339236 2.5791915 Higher School Secondary U p to .48392005 .33712312 .478 -.3867135 1.3545536 School Graduation
Goa University Page 230 E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i v a l o f I n d ia - G o a
Dependent M ean 95% Confidence (I) ED U (J) ED U Std. Error Sig. Variable D ifference Interval Post Graduate .51274444 .34195174 .439 -.3 7 0 3 5 9 2 1.3958481 & A bove U p to U p to High .92263754* .32062564 .022 .0946094 1.7506657 Graduation School U p to Higher -.48392005 .33712312 .478 .3867135 Secondary 1.3545536 School Post Graduate .02882439 .11644343 .995 -.2718953 .3295441 & A bove Post U p to High .89381315* .32569893 .032 .0 526830 1.7349433 Graduate School & Above U p to H igher -.51274444 .34195174 .439 .3703592 Secondary 1.3958481 School U p to -.02882439 .11644343 .995 -.3295441 .2718953 Graduation *. The mean difference is significant at the 0.05 level.
Page 231 Goa University E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F il m ______F e s t i v a l o f I n d ia - G o a
Table No.8.7 Difference in the perception of Event Image Dimensions as per the occupation of the event participant’s
Sum o f M ean Supported/Not Squares d f Square F Sig. Supported H3e i. Opportunity to Betw een 2.629 4 .657 Not Supported local art ,culture,& Groups .655 .624 other W ithin 321.371 320 1.004 programmes(Exposure) Groups Total 324.000 324 ' H3e ii. pricing Betw een Not Supported 5.869 4 1.467 1.476 .209 &safetyo Groups Within 318.131 320 .994 Groups Total 324.000 324 H3e iii. Knowledge Betw een Not Supported 2.935 4 .734 .731 .571 Creation Groups Within 321.065 320 1.003 Groups Total 324.000 324 H3e iv. Recreation & Betw een Not Supported 4.563 4 1.141 1.143 .336 Entertainment Groups W ithin 319.437 320 .998 Groups Total 324.000 324 H3e v. Management Betw een Not Supported 3.859 4 .965 .964 .427 Aspects Groups W ithin 320.141 320 1.000 Groups Total 324.000 324 H3e vi. Infrastructure Betw een 21.657 4 5.414 5.730 .000 Groups W ithin Supported 302.343 320 .945 ! Groups .. Total 324.000 324 —\ H3e vii. Tourism & Betw een Not Supported 4.091 4 1.023 1.023 .395 ; social opportunity Groups — —------4 Within 319.909 320 1.000 Groups Total 324.000 324 . Not Supported; H3e viii. Event Core B etw een ! 11.008 4 2.752 2.814 .026 | Content Groups W ithin 1 312.992 320 .978 1 Groups ------i j Total 324.000 324 ‘Significant at 95% confidence level
Page 2 3 2 Goa University E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m f e s t i
Table No. 8.8 TukeyHSD Post hock test Multiple Comparisons
Dimension of Event Mean Difference (I) AG E (J) AG E Std. Error Image (I-J) Sig Lc Infrastructure Em ploy Student .63393651' .15773022 .001 ,2( ed Business .08830541 .16895744 .985 -.3 H ousew ife -.30021543 .20146239 .570 Retired .13081659 .14296456 .891 -.2 Student Em ployed -.63393651' .15773022 .001 -1 Business -.54563110* .19342049 .040 -1 H ousew ife -.93415194* .22237797 .000 -1 Retired -.50311992' .17118333 .029 -.S B usines Em ployed -.08830541 .16895744 .985 -.5 s Student .54563110' .19342049 .040 .0 H ousew ife -.38852083 .23047723 .444 -1 Retired .04251119 .18158063 .999 -A Em ployed .30021543 .20146239 .570 -.2 Student .93415194* .22237797 .000 .3: Business .38852083 .23047723 .444 -.2 Retired .43103202 .21216032 .253 -.1 Em ployed -.13081659 .14296456 .891 -.5 Retired Student .50311992* .17118333 .029 .o: Business -.04251119 .18158063 .999 -.5 H ousew ife -.43103202 .21216032 .253 -i *. The mean difference is significant at the 0.05 level
Goa University E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i v a l o f I n d ia - G o a
Table No.8.9Difference in Event Image Dimensions among First Timer, Repeat visitor & ______Regular visitor ______
Supported Sum o f M ean /N ot Squares D f Square F Sig. Supported H3f i. Opportunity of B etw een N ot .229 2 .115 .114 .892 exposure to Local Groups Supported Art,Culture& Other W ithin 323.771 322 1.005 Programmes Groups Total 324.000 324 H3f ii. pricing & B etw een N ot 3.135 2 1.568 1.573 .209 safety Groups Supported W ithin 320.865 322 .996 Groups Total 324.000 324 H3f iii. Knowledge Betw een N ot 1.661 2 .830 .830 .437 Creation Groups Supported W ithin 322.339 322 1.001 Groups Total 324.000 324 H3f iv. Recreation & Betw een N ot .960 2 .480 .479 .620 .Entertainment Groups Supported W ithin 323.040 322 1.003 Groups Total 324.000 324 H3f v. Management Betw een Supported 10.100 2 5.050 5.180 .006* Aspects Groups W ithin 313.900 322 .975 Groups Total 324.000 324 H 3f vi. Infrastructure B etw een Supported 16.092 2 8.046 8.414 .000* Groups W ithin 307.908 322 .956 Groups Total 324.000 324 N o t H3f vii. Tourism & B etw een .634 .531 1.271 2 .636 Supported social opportunity Groups Within 322.729 322 1.002 Groups Total 324.000 324 N o t H3f viii. Event Core B etw een .081 5.030 2 2.515 2.539 Supported Content Groups W ithin 318.970 322 .991 Groups Total 324.000 324 ‘Significant at 95% confidence level
Table No. 8.10Tukey HSD Post hock test Multiple Comparisons
Page 234 Goa University E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i v a l o f I n d ia - G o a
95% Confidence Interval
Mean Dependent Variable (I) NVG D ifference Std. Error L ow er Upper (J)NVG (I-J) Sig:______B ound Bound
Management First Repeater .21861041 .14409210 .284 .5578901 Aspects time .1206693 Regular .13352243 .286 .1123358 .20205654 .5164489 Repeater First .14409210 .284 .1206693 tim e .21861041 .5578901 Regular .13101758 .004 .42066695* .7 291614 .1121725 Regular First .20205654 .13352243 .286 .5164489 tim e .1123358 Repeater .42066695* .13101758 .004 .1121725 .7291614 Infrastructure First Repeater .14271023 .097 .0403657 tim e .29566028 .6 316862 Regular .13224193 .000 .54147228* .8 528496 .2300950 Repeater First .29566028 .14271023 .097 .6316862 tim e .0403657 Regular .12976110 .142 .0597239 .24581200 .5 513479 Regular First .54147228* .13224193 .000 .2 300950 .8528496 tim e Repeater .24581200 .12976110 .142 .5513479 .0 597239 *. The mean difference is significant at the 0.05 level.
Page 235 Goa University E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i
Table No.8.11 Difference in perception of Dimensions of Destination Image by,
ANOVA Sum o f Squares D f M ean Squar H4a i. Leisure & Recreation Between Groups 1.901 1 1.901 Within Groups 322.099 323 .997 Total 324.000 324 H4a ii. Socio - Environment Between Groups 2.883 1 2.883 Within Groups 321.117 323 .994 Total 324.000 324 H4a iii. Culture, Art & History Between Groups .353 1 .353 Within Groups 323.647 323 1.002 Total 324 .0 0 0 324 H4a iv. Infrastructure Between Groups 1.695 1 1.695 Within Groups 322.305 323 .998 Total 324.000 324 H4a v. Natural Resources Between Groups 3.055 1 3.055 Within Groups 320.945 323 .994 Total 324 .0 0 0 324 H4a vi. Economical Between Groups 4.100 1 4.100 Within Groups 319.900 323 .990 Total 324.000 324
Goa University E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i
Table No.8.12 Difference in perception of Dimensions of Destination Image across Age C
Sum o f Squares D f M ean Squa H4b i. Leisure & Recreation Between Groups 7.871 r 3 2.624 Within Groups 316 .1 2 9 321 .985 Total 324 .0 0 0 324 H4b ii. Socio - Environment Between Groups 2.914 3 .971 Within Groups 321.086 321 1.000 Total 324.000 324 H4b iii. Culture, Art & History Between Groups 11.729 3 3.910 Within Groups 312.271 321 .973 Total 324.000 324 H4b iv. Infrastructure Between Groups 7.879 3 2.626 Within Groups 316.121 321 .985 Total 3 2 4 .0 0 0 324 H4b v. Natural Resources Between Groups 4.614 3 1.538 Within Groups 319 .3 8 6 321 .995 Total 324 .0 0 0 324 H4b vi. Economical Between Groups 2.603 3 .868 Within Groups 321.397 321 1.001 Total 324 .0 0 0 324 ‘Significant at 95% confidence level
Goa University E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m ______F e s t i v a l o f I n d ia - G o a
Table No.8.13TukeyHSD Post hock test Multiple Comparisons
Mean 95% Confidence Interval Dependent Difference Lower Variable (1) AGE (J) AGE (I-J) Std. Error Sig. Bound Upper Bound Culture, Art & LESS 26-40 .41487459 .16474346 .059 -.0105818 .8403310 History THAN 25 41 -55 .05011209 .17558865 .992 -.4033524 .5035766 ABOVE 55 .04290968 .22820781 .998 -.5464458 .6322652 26-40 LESS THAN 25 -.41487459 .16474346 .059 -.8403310 .0105818 41-55 -.36476251’ .12874707 .025 -.6972568 -.0322682 ABOVE 55 -.37196491 .19448197 .225 -.8742222 .1302923 41-55 LESS THAN 25 -.05011209 .17558865 .992 -.5035766 .4033524 26-40 .36476251’ .12874707 .025 .0322682 .6972568 ABOVE 55 -.00720241 .20375036 1.000 -.5333956 .5189908 ABOVE 55 LESS THAN 25 -.04290968 .22820781 .998 -.6322652 .5464458 26-40 .37196491 .19448197 .225 -.1302923 .8742222 41 -55 .00720241 .20375036 1.000 -.5189908 .5333956 *. The mean difference is significant at the 0.05 level. Table No.8.14 Difference in perception of Dimensions of Destination Image by, Marital Status (ANOVA) Sum of Squares Df Mean Square F Sig. H4c i Leisure & Between Groups 1.008 2 .504 .503 .605 Recreation Within Groups 322.992 322 1.003 Total 324.000 324 H4c ii. Socio - Between Groups 1.862 2 .931 .931 .395 Environment Within Groups 322.138 322 1.000 Total 324.000 324 H4c iii. Culture, Art Between Groups 1.927 2 .964 .963 .383 & History Within Groups 322.073 322 1.000 Total 324.000 324 H4c iv. Between Groups 3.743 2 1.872 1.882 .154 Infrastructure Within Groups 320.257 322 .995 Total 324.000 324 H4c v. Natural Between Groups .120 2 .060 .059 .942 Resources Within Groups 323.880 322 1.006 Total 324.000 324 H4c vi. Economical Between Groups 1.192 2 .596 .594 .553 Within Groups 322.808 322 1.003 Total 324.000 324
Page 238 Goa University E v e n t s a n d D e s t in a t io n I m a g e ; A n A n a l y s is o f I nternational F i l m f e s t i
Table No.8.15 Difference in perception of Dimensions of Destination Image by, Level of E<
Sum of Squares D f M ean S H4d i. Leisure & Recreation Between Groups 8.555 3 2.85 Within Groups 315.445 321 .98! Total 324.000 324 H 4dii. Between Groups 1.239 3 .4i: Socio - Environment Within Groups 322.761 321 1.00 Total 324.000 324 H4d iii. Culture, Art & History Between Groups 5.083 3 1.69 Within Groups 318.917 321 .99- Total 324.000 324 H4d iv. Infrastructure Between Groups 4.504 3 1.5C Within Groups 319.496 321 .99: Total 324.000 324 H4d v. Natural Resources Between Groups 9.784 3 3.26 Within Groups 314.216 321 .97* Total 324.000 324 H4d vi. Economical Between Groups 3.151 3 1.05 Within Groups 320.849 321 1.0C Total 324.000 324
‘Significant at 95% confidence level
Goa University EVENTS AND DESTINATION IMAGE: AN ANALYSIS OF INTERNATIONAL FILM ______F e s t i v a l o f I n d i a - G o a
Table No.8.16TukeyHSD Post hock test Multiple Comparisons
95% Confidence Mean Interval Dependent Difference Lower Upper Variable (I) EDU (J) EDU (I-J) Std. Error Sig. Bound Bound Leisure & Up to High Up to Higher Recreation School Secondary -.67854595 .45547516 .445 -1.8548282 .4977363 School Up to Graduation .22600811 .32162318 .896 -.6045962 1.0566125 Post Graduate & Above .30297374 .32671226 .790 -.5407733 1.1467208 Up to Higher Up to High Secondary School .67854595 .45547516 .445 -.4977363 1.8548282 School Up to Graduation .90455406* .33817199 .039 .0312118 1.7778963 Post Graduate & Above .98151969* .34301563 .023 .0956685 1.8673709 Up to Up to High Graduation School -.22600811 .32162318 .896 -1.0566125 .6045962 Up to Higher Secondary -.90455406* .33817199 .039 -1.7778963 -.0312118 School Post Graduate & Above .07696564 .11680571 .912 -.2246896 .3786209 Post Graduate Up to High & Above School -.30297374 .32671226 .790 -1.1467208 .5407733 Up to Higher Secondary -.98151969* .34301563 .023 -1.8673709 -.0956685 School Up to .11680571 .912 -.3786209 .2246896 Graduation -.07696564 Natural Up to High Up to Higher Resources School Secondary .25918684 .45458689 .941 -.9148014 1.4331751 School Up to -.61700386 .32099595 .221 -1.4459884 .2119806 Graduation Post Graduate & -.53637363 .32607510 .355 -1.3784752 .3057280 Above Up to Higher Up to High -.25918684 .45458689 .941 -1.4331751 .9148014 Secondary School School Up to -.87619069* .33751248 .048 -1.7478298 -.0045516 Graduation Post Graduate & -.79556047 .34234668 .095 -1.6796840 .0885631 Above Up to Up to High .61700386 .32099595 .221 -.2119806 1.4459884 Graduation School Up to Higher Secondary .87619069* .33751248 .048 .0045516 1.7478298 School Post Graduate & .08063022 .11657791 .900 -.2204368 .3816972 Above Post Graduate Up to High .53637363 .32607510 .355 -.3057280 1.3784752 & Above School
Goa University Page 240 E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i v a l o f I n d ia - G o a ______
Up to Higher Secondary .79556047 .34234668 .095 -.0885631 1.6796840 School Up to -.08063022 .11657791 .900 -.3816972 .2204368 Graduation * The mean difference is significant at the 0.05 level.
Goa University E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i
Table No.8.17Difference in perception of Dimensions of Destination Image by, Occup
Sum of Squares D f M ean Squai H4e i. Leisure & Recreation Between Groups 9.491 4 2.373 Within Groups 314.509 320 .983 Total 324.000 324 H4e ii. Socio - Environment Between Groups 8.386 4 2.097 Within Groups 315.614 320 .986 Total 324.000 324 H4e iii. Culture, Art & History Between Groups 6.837 4 1.709 Within Groups 317.163 320 .991 Total 324.000 324 H4e iv. Infrastructure Between Groups 3.274 4 .819 Within Groups 320.726 320 1.002 Total 324.000 324 H4e v. Natural Resources Between Groups 4.429 4 1.107 Within Groups 319.571 320 .999 Total 324.000 324 H4e vi. Economical Between Groups 1.970 4 .492 Within Groups 322.030 320 1.006 Total 324.000 324
Goa University E v e n t s a n d D e s t o u t t o n I m a g ^ ^ I nternational F i l m F e s t i
Table No 8.18 Difference in perception of Dimensions of Destination Image by, Number -
Sum of Squares D f M ean Sq H 4f i. Leisure & Recreation Between Groups .082 2 .041 Within Groups 323.918 322 1.001 Total 324 .0 0 0 324 H4f ii. Socio - Environment Between Groups 2.125 2 1.062 Within Groups 321.875 32 2 1.001 Total 324.000 324 H4f iii. Culture, Art & History Between Groups .921 2 .460 Within Groups 323.079 322 1.002 Total 324 .0 0 0 324 H 4f iv. Infrastructure Between Groups 1.866 2 .933 Within Groups 3 2 2 .1 3 4 322 1.001 Total 32 4 .0 0 0 324 H4f v. Natural Resources Between Groups .473 2 .237 Within Groups 323.527 322 loo; Total 324.000 324 H 4f vi. Economical Between Groups 1.770 2 .885 Within Groups 322 .2 3 0 322 1.001 Total 324 .0 0 0 32 4
Goa University E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i v a l o f I n d ia - G o a
Table No.8.19 Difference in perception of Event Image by, gender ANOVA
Sum o f Squares D f Mean Square F Sig- Between Groups 1.021 1 1.021 .052 .821 Within Groups 6397.196 323 19.806 Total 6398.217 324
Table No.8.20 Difference in the perception of Event Image across age groups ANOVA
Sum o f Squares D f Mean Square F Sig. Between Groups 126.342 3 4 2 .114 2.155 .093 Within Groups 6271.875 321 19.539 Total 6398.217 324
Table No.8.21 Difference in the perception of Event Image by, marital status ANOVA
Sum o f Squares D f Mean Square F Sig. Between Groups 110.871 2 55.435 2.839 .060 Within Groups 6287.346 322 19.526 Total 6398.217 324
Table No. 8.22 Difference in the perception of Event Image by, level of Education (ANOVA)
Sum o f Squares D f Mean Square F ______Between Groups 207.119 3 69.040 3.580 .014 Within Groups 6191.098 321 19.287 Total 6398.217 324
Page 244 Goa University E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i v a l o f I n d ia - G o a
Table No.8.23TukeyHSD Post hock test Multiple Comparisons
95% Confidence M ean Interval D ifference Std. Low er Upper (I) ED U (J) ED U m ______Error Sig. B ound Bound Up to High School Up to Higher -6.20405’ 2.01784 .012 -11.4152 -.9929 Secondary School Up to Graduation -4.01513’ 1.42485 .026 -7.6949 -.3354 Post Graduate & -3.66398 1.44740 .057 -7.4019 .0740 A bove Up to Higher Up to High School 6.20405* 2.01784 .012 .9929 11.4152 Secondary School Up to Graduation 2.18892 1.49817 .462 -1.6802 6.0580 Post Graduate & 2.54006 1.51962 .340 -1.3844 6.4646 A bove Up to Graduation Up to High School 4 .0 1 5 1 3 ’ 1.42485 .026 .3354 7.6949 Up to Higher -2.18892 1.49817 .462 -6.0580 1.6802 Secondary School Post Graduate & .35114 .51747 .905 -.9852 1.6875 A bove Post Graduate & Up to High School 3.66398 1.44740 .057 -.0740 7.4019 Above Up to Higher -2.54006 1.51962 .340 -6.4646 1.3844 Secondary School Up to Graduation -.35114 .51747 .905 -1.6875 .9852 *. The mean difference is significant at the 0.05 level.
Table No. 8.24 Difference in the perception of Event Image b y , Occupation (ANOVA)
Sum o f Squares D f Mean Square F Sig. Between Groups 101.575 4 25.394 1.291 .274 Within Groups 6296.642 320 19.677 Total 6398.217 324
Table No.8.25 Difference in the perception of Event Image as per the number of visits ANOVA
Sum o f Squares D f Mean Square F S& ______Between Groups 109.124 2 54.562 2.794 .063 Within Groups 6289.093 322 19.531 Total 6398.217 324
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Table No.8.26 Difference in Event Reparticipating Intention based on their Gender ANOVA
Sum o f Squares D f Mean Square F Sig. Between Groups .735 1 .735 .356 .551 Within Groups 667.492 323 2.067 Total 668.228 324
Table No.8.27 Difference in Event Reparticipating Intention by Age (ANOVA)
Sum o f Squares D f Mean Square F Sig. Between Groups 29.822 3 9.941 4.998 .002 Within Groups 638.406 321 1.989 Total 668.228 324
Table No.TukeyHSD Post hock test Multiple Comparisons
Mean 95% Confidence Interval Difference L ow er Upper (I) AGE (J) AGE (I-J) Std. Error Sig. Bound Bound LESS TH AN 2 6 - 4 0 .09666 .23555 .977 -.5117 .7050 25 4 1 - 5 5 -.56959 .25106 .108 -1.2180 .0788 55& A B O V E .17570 .32630 .950 -.6670 1.0184 2 6 - 4 0 LESS TH AN -.09666 .23555 .977 -.7050 .5117 25 41 - 5 5 -.66625* .18409 .002 -1.1417 -.1908 55& A B O V E .07904 .27808 .992 -.6391 .7972 41 - 55 LESS T H A N .56959 .25106 .108 -.0788 1.2180 25 2 6 - 4 0 .66625* .18409 .002 .1908 1.1417 55& A B O V E .74530 .29133 .053 -.0071 1.4977 55& ABO V E LESS T H A N -.17570 .32630 .950 -1.0184 .6670 25 2 6 - 4 0 -.07904 .27808 .992 -.7972 .6391 41 - 5 5 -.74530 .29133 .053 -1.4977 .0071 *. The mean difference is signifies!it at the 0.05 evel. Table No.8.28Difference in Event Reparticipating Intention as per their marital status (ANOVA)
Sum o f M ean Squares D f Square F Sig. Between Groups 14.124 2 7.062 2.584 .077 Within Groups 880.073 322 2.733 Total 894.197 324
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Table No. 8.29 Difference in Event Reparticipating Intention as per level of education ANOVA
Sum o f Squares . D f Mean Square F Sig. Between Groups 24.020 3 8.007 2.954 .033 Within Groups 870.177 321 2.711 Total 894.197 324
Table No.8.30 Difference in Event Reparticipating Intention as per their occupation ANOVA
Sum o f Squares D f Mean Square F Sig. Between Groups 26.033 4 6.508 2.399 .050 Within Groups 868.164 320 2.713 Total 894.197 324
Table No.8.31TukeyHSD Post hock test Multiple Comparisons
M ean 95% Confidence Interval Difference (I- (I) OCC (J) OCC Std. Error Sig. Lower Bound Upper Bound J) i Employed Student .78057' .26728 .030 .0473 1.5138 Business .06706 .28630 .999 -.7184 .8525 H ousew ife .00409 .34139 1.000 -.9325 .9406 Retired .09166 .24226 .996 -.5730 .7563 Student Employed -.78057* .26728 .030 -1.5138 -.0473 Business -.71351 .32776 .191 -1.6127 .1857 H ousew ife -.77648 .37683 .240 -1.8103 .2573 Retired -.68891 .29008 .125 -1.4847 .1069 Business Employed -.06706 .28630 .999 -.8525 .7184 Student .71351 .32776 .191 -.1857 1.6127 H ousew ife -.06297 .39055 1.000 -1.1344 1.0085 Retired .02460 .30769 1.000 -.8195 .8687 Housewife Employed -.00409 .34139 1.000 -.9406 .9325 Student .77648 .37683 .240 -.2573 1.8103 Business .06297 .39055 1.000 -1.0085 1.1344 Retired .08757 .35951 .999 -.8987 1.0739 Retired Employed -.09166 .24226 .996 -.7563 .5730 Student .68891 .29008 .125 -.1069 1.4847 Business -.02460 .30769 1.000 -.8687 .8195 H ousew ife -.08757 .35951 .999 -1.0739 .8987 *. The mean difference is significant at the 0.05 level.
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Table No.832 Difference in Event Reparticipating Intention as per number of visits to the event ANOVA
Sum o f Squares D f Mean Square F Sig. Between Groups 21.727 2 10.863 4.009 .019 Within Groups 872.470 322 2.710 Total 894.197 324
Table No.8.33TukeyHSD Post hock test Multiple Comparisons
M ean 95% Confidence Interval Difference (I- (I)NVG (J)NVG J) Std. Error Sig. Lower Bound Upper Bound First time Repeater -.16721 .24023 .766 -.7329 .3984 Regular -.59381* .22260 .022 -1.1180 -.0697 Repeater First time .16721 .24023 .766 -.3984 .7329 Regular -.42659 .21843 .126 -.9409 .0877 Regular First time .59381* .22260 .022 .0697 1.1180 Repeater .42659 .21843 .126 -.0877 .9409 *. The mean difference is significant at the 0.05 level.
Table No.8.34 Difference in Event Recommendation Intention by Gender ANOVA
Sum o f Squares D f Mean Square F Sig. Between Groups 14.809 1 14.809 5.439 .020 Within Groups 879.388 323 2.723 Total 894.197 324
Descriptive Statistics Table No.8.35 Difference in Event Recommendation Intention by Gender
95% Confidence Interval for Mean Std. Std. Low er Upper N Mean Deviation Error Bound Bound M inim um M axim um MALE 281 3.5125 1.72814 .10309 3.3095 3.7154 .00 5.00 FEMALE 44 4.1364 1.00211 .15107 3.8317 4.4410 .00 5.00 Total 325 3.5969 1.66128 .09215 3.4156 3.7782 .00 5.00
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Table No.8.36 Difference in Event Recommendation Intention by Age
ANOVA
Sum o f Squares D f Mean Square F Sig. Between Groups 18.790 3 6.263 2.297 .078 Within Groups 875.407 321 2.727 Total 894.197 324
Table No.8.37 Difference in Event Recommendation Intention by Marital status ANOVA
Sum o f Squares D f Mean Square F Sig. Between Groups 14.124 2 7.062 2.584 .077 Within Groups 880.073 322 2.733 Total 894.197 324
Table No.8.38 Difference in Event Recommendation Intention by Level of education ANOVA
Sum o f Squares D f Mean Square F Sig. Between Groups 24.020 3 8.007 2.954 .033 Within Groups 870.177 321 2.711 Total 894.197 324
Table No.839 Difference in Event Recommendation Intention by occupation
ANOVA
Sum o f Squares D f Mean Square F ______Between Groups 26.033 4 6.508 2.399 .050 Within Groups 868.164 320 2.713 Total 894.197 324
Page 249 Goa University E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m ______F e s t i v a l o f I n d ia - G o a
Table No. 8.40 TukeyHSD Post hock test Multiple Comparisons
M ean 95% Confid ence Interval (I) OCC (J) o c c D ifference Std. Error Sig. L ow er Upper (I-J) B ound Bound Employed Student .78057' .26728 .030 .0473 1.5138 Business .06706 .28630 .999 -.7184 .8525 H ousew ife .00409 .34139 1.000 -.9325 .9406 Retired .09166 .24226 .996 -.5730 .7563 Student Employed "-.78057* .26728 .030 -1.5138 -.0473 Business -.71351 .32776 .191 -1.6127 .1857 H ousew ife -.77648 .37683 .240 -1.8103 .2573 Retired -.68891 .29008 .125 -1.4847 .1069 Business Employed -.06706 .28630 .999 -.8525 .7184 Student .71351 .32776 .191 -.1857 1.6127 H ousew ife -.06297 .39055 1.000 -1.1344 1.0085 Retired .02460 .30769 1.000 -.8195 .8687 Housewife Employed -.00409 .34139 1.000 -.9406 .9325 Student .77648 .37683 .240 -.2573 1.8103 Business .06297 .39055 1.000 -1.0085 1.1344 Retired .08757 .35951 .999 -.8987 1.0739 Retired Employed -.09166 .24226 .996 -.7563 .5730 Student .68891 .29008 .125 -.1069 1.4847 Business -.02460 .30769 1.000 -.8687 .8195 H ousew ife -.08757 .35951 .999 -1.0739 .8987 *. The mean difference is significant at the 0.05 level.
Table No.8.41 Difference in the participants’ willingness to recommend the events by number of visits (ANOVA)
Sum o f Squares D f Mean Square F Sig. Between Groups 21.727 2 10.863 4.009 .019 Within Groups 872.470 322 2.710 Total 894.197 324
Table No.8.42TukeyHSD Post hock test Multiple Comparisons
M ean 95% Confidence Interval D ifference Upper Bound (I)NVG (J)NVG (I-J) Std. Error Sig. Lower Bound First tim e Repeater -.16721 .24023 .766 -.7329 .3984 Regular -.59381* .22260 .022 -1.1180 -.0697 Repeater First time .16721 .24023 .766 -.3984 .7329 Regular -.42659 .21843 .126 -.9409 .0877 Regular First time .59381* .22260 .022 .0697 1.1180 Repeater .42659 .21843 .126 -.0877 .9409 *. The mean difference is significant at the 0.05 level.
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Table No.8.43 Difference in Event Participants perception of Destination Image as per gender ANOVA
Sum o f Squares D f Mean Square F Sig. Between Groups 15.553 2 7.777 .668 .513 Within Groups 3746.396 322 11.635 Total 37 6 1 .9 5 0 324
Table No.8.44 Difference in Event Participants perception of Destination Image across age groups ANOVA
Sum o f Squares D f Mean Square F Sig. Between Groups 38.359 3 12.786 1.102 .348 Within Groups 3723.591 321 11.600 Total 3761.950 324
Table No. 8.45 Difference in Event Participants perception of Destination Image as per marital status ANOVA
Sum o f Squares D f Mean Square F Sig. Between Groups 67.128 4 16.782 1.453 .216 Within Groups 3694.822 320 11.546 Total 3761.950 324
Table No.8.46 Difference in Event Participants perception of Destination Image by, level of education ANOVA
Sum o f Squares D f Mean Square F ______Between Groups 14.429 2 7.214 .620 .539 Within Groups 3747.521 322 11.638 Total 3761.950 324
mammasmaamBm Page 251 Goa University E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i v a l o f I n d ia - G o a
Table No. 8.47 Difference in Event Participants perception of Destination Image by, occupation ANOVA
Sum o f Squares D f Mean Square F Sig.
Between Groups 87 125 6 Within Groups 14.521 3621.283 308 1.235 .288 Total 11.757 3708.409 314
Table No.8.48 Difference in the event participant’s perception of Destination Image by ______Number of visits (ANOVA) ______Betw een Groups 14.429 2 7.214 Within Groups 3747.521 322 .620 .539 11.638 Total 3761.950 324
Table No.8.49 Difference in Destination Revisit Intention by, gender ANOVA
Sum o f Squares D f Mean Square F Sig. Between Groups 1.084 1 1.084 .394 .530 Within Groups 887.827 323 2.749 Total 888.911 324
Table No.8.50 Difference in destination revisit intention by, age(ANOVA)
Sum o f Squares D f Mean Square F Sig. Between Groups 25.134 3 8.378 3.113 .026 Within Groups 863.777 321 2.691 Total 888.911 324
Goa University Page 252 E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m ______F e s t i v a l o f I n d ia - G o a
Table No.8.51TukeyHSD Post hock test Multiple Comparisons
95% Confidence Interval Mean Std. Lower Upper (I) AGE (J) AGE Difference (I-J) Error Sig. Bound Bound LESS THAN 26-40 -.00155 .27400 1.000 -.7092 .7061 25 41-55 -.61924 .29203 .149 -1.3734 .1349 55& ABOVE -.07824 .37955 .997 -1.0584 .9020 26-40 LESS THAN 25 .00155 .27400 1.000 -.7061 .7092 41-55 -.61769’ .21413 .022 -1.1707 -.0647 55& ABOVE -.07669 .32346 .995 -.9120 .7586 41-55 LESS THAN 25 .61924 .29203 .149 -.1349 1.3734 26-40 .61769’ .21413 .022 .0647 1.1707 55& ABOVE .54099 .33887 .382 -.3342 1.4161 55& ABOVE LESS THAN 25 .07824 .37955 .997 -.9020 1.0584 26-40 .07669 .32346 .995 -.7586 .9120 41-55 -.54099 .33887 .382 -1.4161 .3342 *. The mean difference is significant at the 0.05 level.
Table No.8.52 Difference in destination revisit intention by, marital status ANOVA
Sum o f Squares D f Mean Square F Sig. Between Groups 9.253 2 4.627 1.694 .185 Within Groups 879.658 322 2.732 Total 888.911 324
Table No.8.53 Difference in destination revisit intention by, level of education ANOVA
Sum o f Squares D f Mean Square F Sig. Between Groups 47.320 3 15.773 6.016 .001 Within Groups 841.591 321 2.622 Total 888.911 324
Page 253 Goa University E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m ______F e s t i v a l o f I n d ia - G o a
Table No. 8.54 TukeyHSD Post hock test Multiple Comparisons
95% Confidence M ean Interval D ifference Std. L ow er Upper (I)EDU (J) ED U i W ) Error Sig. Bound Bound Up to High School Up to Higher -2.71111* .74397 .002 Secondary School -4.6324 -.7898 Up to Graduation -2.13158* .52533 .000 -3.4883 -.7749 Post Graduate & -2.09138 .53365 .001 -3.4695 A bove -.7132 Up to Higher Up to High School 2 .7 1 1 1 1 ’ .74397 .002 .7898 4.6324 Secondary School Up to Graduation .57953 .55237 .721 -.8470 2.0060 Post Graduate & .61973 .56028 .686 -.8272 2.0667 A bove Up to Graduation Up to High School 2.13158* .52533 .000 .7749 3.4883 Up to Higher -.57953 .55237 .721 -2.0060 .8470 Secondary School Post Graduate & .04020 .19079 .997 -.4525 .5329 A bove Post Graduate & Up to High School 2.09138* .53365 .001 .7132 3.4695 A bove Up to Higher -.61973 .56028 .686 -2.0667 .8272 Secondary School Up to Graduation -.04020 .19079 .997 -.5329 .4525 *. The mean difference is significant at the 0.05 leve .
Table No.8.55 Difference in destination revisit intention by, Occupation ANOVA
Sum o f Squares D f Mean Square F Sig- ... Between Groups 15.661 4 3.915 1.435 .222 Within Groups 873.250 320 2.729 Total 888.911 324
Table No.8.56 Difference in destination revisit intention among First time, Repeat and Regular Visitor (ANOVA)
Sum o f Squares d f Mean Square F Sig. Between Groups 7.287 2 3.643 1.331 .266 Within Groups 881.624 322 2.738 Total 888.911 324
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Table No.8.57 Difference in willingness to recommend the destination to others by. gender ANOVA
Sum o f Squares D f Mean Square F Sig. Between Groups 18.552 1 18.552 6.056 .014 Within Groups 989.461 323 3.063 Total 1008.012 324
Table No. 8.58 Descriptive Statistics
95% Confidence Interval for Mean Std. Std. L ow er Upper N M ean Deviation Error Bound Bound M inim um M axim um MALE 281 3.2562 1.82008 .10858 3.0425 3.4700 .00 5.00 FEMALE 44 3.9545 1.19989 .18089 3.5897 4.3193 .00 5.00 Total 325 3.3508 1.76384 .09784 3.1583 3.5433 .00 5.00
Table No. 8.59 Difference in willingness to recommend the destination to others by, age(ANOVA) ______Sum o f Squares D f Mean Square F Sig. Between Groups 14.925 3 4.975 1.608 .187 Within Groups 993.087 321 3.094 Total 1008.012 324
Table No. 8.60 Difference in willingness to recommend the destination to others by, marital status (ANOVA)
Sum o f Squares d f Mean Square F Sig. Between Groups 14.624 2 7.312 2.370 .095 Within Groups 993.388 322 3.085 Total 1008.012 324
Table No. 8.61 Difference in willingness to recommend the destination to others by, level of education (ANOVA)
Sum o f Squares d f Mean Square F £ i& ______Between Groups 99.704 3 33.235 11.745 .000 Within Groups 908.309 321 2.830 Total 1008.012 324
Goa University Page 255 E v e n t s a n d D e s t in a t io n I m a g e : A n A n a l y s is o f I nternational F i l m F e s t i v a l o f I n d ia - G o a
Table No.8.62 TukeyHSD Post hock test Multiple Comparisons
95% Confidence M ean Interval D ifference Std. Lower Upper (I) ED U (J) ED U (I-J) Error Sig. Bound Bound Up to High School Up to Higher -1.83333 .77289 .085 -3.8294 .1627 Secondary School Up to Graduation -3.06842* .54576 .000 -4.4779 -1.6590 Post Graduate & -2.81897* .55440 .000 -4.2507 -1.3872 A bove Up to Higher Up to High School 1.83333 .77289 .085 -.1627 3.8294 Secondary School Up to Graduation -1.23509 .57384 .139 -2.7171 .2469 Post Graduate & -.98563 .58206 .329 -2.4888 .5176 A bove Up to Graduation Up to High School 3.06842* .54576 .000 1.6590 4.4779 Up to Higher 1.23509 .57384 .139 -.2469 2.7171 Secondary School Post Graduate & .24946 .19821 .590 -.2624 .7613 A bove Post Graduate & Up to High School 2.81897* .55440 .000 1.3872 4.2507 A bove Up to Higher .98563 .58206 .329 -.5176 2.4888 Secondary School Up to Graduation -.24946 .19821 .590 -.7613 .2624 *. The mean difference is significant at the 0.05 level.
Table No. 8.63 Difference in willingness to recommend the destination to others by, occupation ANOVA
Sum o f Squares d f Mean Square F S 'g- .....- Between Groups 31.547 4 7.887 2.585 .037 Within Groups 976.466 320 3.051 Total 1008.012 324
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Table No. 8.64 TukeyHSD Post hock test Multiple Comparisons
Mean 95% Confidence Interval a ) o c c fu o c c Difference (I-J) Std. Error Sig. Lower Bound Upper Bound Employed Student -.10321 .28346 .996 -.8809 .6744 Business -.84156* .30364 .046 -1.6746 -.0086 Housewife -.01023 .36205 1.000 -1.0035 .9830 Retired -.51204 .25693 .272 -1.2169 .1928 Student Employed .10321 .28346 .996 -.6744 .8809 Business -.73835 .34760 .212 -1.6920 .2153 Housewife .09298 .39964 .999 -1.0034 1.1894 Retired -.40883 .30764 .673 -1.2528 .4351 Business Employed .84156’ .30364 .046 .0086 1.6746 Student .73835 .34760 .212 -.2153 1.6920 Housewife .83133 .41420 .265 -.3050 1.9676 Retired .32952 .32632 .851 -.5657 1.2248 Housewife Employed .01023 .36205 1.000 -.9830 1.0035 Student -.09298 .39964 .999 -1.1894 1.0034 Business -.83133 .41420 .265 -1.9676 .3050 Retired -.50181 .38128 .681 -1.5478 .5442 Retired Employed .51204 .25693 .272 -.1928 1.2169 Student .40883 .30764 .673 -.4351 1.2528 Business -.32952 .32632 .851 -1.2248 .5657 Housewife .50181 .38128 .681 -.5442 1.5478 *. The mean difference is significant at the 0.05 level.
Table No. 8.65 Difference in event participants’ willingness to recommend the destination as per number of visits (ANOVA)
Sum o f Squares d f Mean Square F Sig- ... Between Groups 29.299 2 14.650 4.820 .009 Within Groups 978.713 322 3.039 Total 1008.012 324
Table No. 8.66 TukeyHSD Post hock test Multiple Comparisons
M ean 95% Confidence Interval Difference (I- (I)NVG (J)NVG J) Std. Error Sig- Lower Bound Upper Bound First time Repeater -.07908 .25443 .948 -.6782 .5200 Regular -.64578* .23577 .018 -1.2009 -.0906 Repeater First time .07908 .25443 .948 -.5200 .6782 Regular -.56671* .23135 .039 -1.1114 -.0220 Regular First time .64578* .23577 .018 .0906 1.2009 Repeater .56671* .23135 .039 .0220 1.1114 *. The mean difference is significant at the 0.05 level.
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