Events as Destination Image Maker: The Role of Event Type and Implications for Event Portfolio Development

Abstract

Destination image influences the decision-making process and conditions the after-decision-making behaviors of tourists. Events can be image maker and branding driver for destinations; and a good portfolio with diversified events benefits the destination image and is a viable form of sustainable tourism development. This study investigates the role of event types in influencing the destination image perceptions among tourists. In particular, event types (sporting events vs. food festivals) are hypothesized to moderate the relationships between perceived event value and destination image. Macao is chosen as the study context, where the destination marketing organization (DMO) relies much on planned events to diversify the image of the world’s gaming center. The findings from a sample of 490 event tourists show that the perceived values of the two studied events have different magnitude of effects on the destination image, which further has a significant effect on tourists’ destination loyalty intention. Results of the study have implications for the strategic planning and management of event portfolio for destinations trying to leverage marketing impacts and tourism gains from different events. The study aims to contribute to event tourism literature, especially in the areas of event leveraging and portfolio management, by providing empirical evidence on regional and local events.