Virtual Versus Face-to-face Events: The Effects of Event Type on Attendees' Attitudes and Behavioral Intentions

Keywords

Attitudes; Event management; Face-to-face event; Risk Perceptions; Virtual event; Visit intentions

Abstract

The recent situation with COVID-19 led to significant changes in the event industry and forced event planners to organize virtual events. However, virtual events are lacking social interactions and are characterized by lower levels of engagement. This study aims at exploring relationships between event types and attendees' behavioral intentions using experimental design. The measurement model fit and constructs' validity were assessed with confirmatory factor analysis, while the study hypotheses were tested with the structural equation modeling. The results demonstrate that event types have significant effects on attendees' risk perceptions that influence attendees' visit intentions. The study also revealed significant moderating effects of attendees' age on the relationship between event type and visit intentions. The study provides important theoretical and managerial implications by introducing new factors affecting attendees' behavioral intentions amid the COVID-19 pandemic, describing the relationship between risk perceptions and attendees' behavioral intentions, and providing practical recommendations for event planners.

Publication Date

12-2022

Original Citation

Godovykh, M., Fyall, A., Pizam, A., Hancer, M., & Cassisi, J. (2022). Virtual Versus Face-to-face Events: The Effects of Event Type on Attendees’ Attitudes and Behavioral Intentions. Event Management, 26(8), 1689–1706. https://doi.org/10.3727/152599522X16419948694775

Document Type

Paper

Language

English

Source Title

Event Management

Volume

26

Issue

8

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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