An Analysis of Image and Loyalty in Convention and Exhibition Tourism in China

Abstract

The purpose of this study is to examine image–loyalty relationship in the context of convention and exhibition tourism in China. Drawn on the concept of product levels, the image construct in convention and exhibition tourism is conceptualized as a total package of images at event, venue, and destination levels. Attendees' perceptions of these images were investigated in relationship to their satisfaction and loyalty to events and host destinations. The data collected from 242 attendees at the conventions and exhibitions in China was analyzed through structural equation modeling. The study found that the image package influences attendees' loyalty to events. Among the three levels, venue image is the most influential. Event image does not have an impact on attendees' loyalty to host destinations, while venue and destination images have a significant positive impact. In addition, attendees' satisfactions with events, venues, and destinations influence their overall satisfaction, but have no impact on their loyalty. The findings of the study contribute most to the knowledge of image–loyalty framework by broadening the image concept to include consumers' perceptions and experiences of other related objects. This and other implications were discussed for event planners, organizers, and destination marketers that attempt at Chinese convention and exhibition market.