--

10 (1) 2020 - The 30th Anniversary of Ho Chi Minh City Open University

Motivations for attracting customers and their intention to participate in tourism events in Ho Chi Minh City


Author - Affiliation:
Trinh Thuy Anh - Ho Chi Minh City Open University , Vietnam
Tran Kiem Viet Thang - Ho Chi Minh City Open University , Vietnam
Corresponding author: Trinh Thuy Anh - thuyanh@ou.edu.vn

Abstract
The study examines the impact of factors influencing customers’ intention to attend a tourism event, by considering the motivation to attract customers to such an event. The authors collected 230 interview samples from different subjects, then conducted a quantitative method through factor, correlation, and regression analysis. The results show that the motivation to attract customers to tourism events has a great influence on their participating intention. In particular, factors affecting the motivation to take part in the event include influence group, communications, convenience, and content. The analysis results give several suggestions for event organizers to be able to gain more customer engagement.

Keywords
tourism events; intention to participate; motivations to attract customers

Full Text:
PDF

Cite this paper as:

Trinh, T. A., & Tran, K. V. T. (2020). Motivations for attracting customers and their intention to participate in tourism events in Ho Chi Minh City. Ho Chi Minh City Open University Journal of Science – Economics and Business Administration, 10(2), 37-51. doi:10.46223/HCMCOUJS.econ.en.10.1.218.2020


References

Alderfer, C. P. (1969). An empirical test of a new theory of human needs. Organizational Behavior and Human Performance, 4(2), 142-175. doi:10.1016/0030-5073(69)90004-X


Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(1), 411-423. doi:10.1037/0033-2909.103.3.411


Aziz, A. (2002). An evaluation of the attractiveness of Langkawi island as a domestic tourist destination based on the importance and perceptions of different types of attractions (Doctoral Dissertation, Michigan State University). Retrieved February 11, 2020, from https://d.lib.msu.edu/etd/31817


Ban Chuyên đề. (2019). 10 sự kiện văn hóa, thể thao, du lịch nổi bật năm 2019 [10 outstanding cultural, sports and travel events in 2019]. Retrieved February 12, 2020, from Communist Party of Vietnam Online Newspaper website: http://dangcongsan.vn/thoi-su/10-su-kien-van-hoa-the-thao-du-lich-noi-bat-nam-2019-545741.html


Bauer, T., Law, R., Tse, T., & Weber, K. (2008). Motivation and satisfaction of mega-business event attendees: The case of ITU Telecom World 2006 in Hong Kong. International Journal of Contemporary Hospitality Management, 20(2), 228-234. doi:10.1108/09596110810852195


Bennett, P. D. (1988). Marketing (The McGraw-Hill series in Marketing). New York, NY: McGraw-Hill.


Brown, M. W., & Cudeck, R. (1993). Alternative ways of assessing model fit. In K. A. Bollen & J. S. Long (Eds.), Testing structural equation models (pp. 136-162). Newbury Park, CA: Sage.


Bui, T. T., & Mai, Q. L. (2012). Assessing the ability to attract tourists to Hue destination. Hue University Journal of Science, 72b(3), 295-305.


Crompton, J. L., & McKay, S. L. (1997). Motives of visitors attending festival events. Annals of Tourism Research, 24(2), 425-439. doi:10.1016/S0160-7383(97)80010-2


Crouse, A. J. (2013). Factors affecting student decisions to attend selected BGSU athletics events. Honors Projects, Ohio: Green State University.


Denaux, Z. S., Denaux, D. A., & Yalcin, Y. (2011). Factors affecting attendance of major league baseball: Revisited. Atlantic Economic Journal, 39(2), 117-127. doi:10.1007/s11293-011-9274-2


Hair, J. F., Anderson, P. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis. Upper Saddle River, NJ: Prentice Hall.


Hu Truc (2019). Những sự kiện văn hóa, du lịch nổi bật năm 2019 [Outstanding cultural and tourism events in 2019]. Du Lich Vietnam Online. Retrieved February 11, 2020, from https://dulichvietnam.com.vn/nhung-su-kien-van-hoa-du-lich-noi-bat-nam-2019.html


Hudson, M. (2010). Factors that influence Cal Poly students’ decision to attend sporting events and theatrical performances. Retrieved February 13, 2020, from https://digitalcommons.calpoly.edu/cgi/viewcontent.cgi?article=1004&context=rptasp


Kim, W., & Malek, K. (2017). Understanding the relationship among motivation to attend, satisfaction, and loyalty of medical convention attendees. Journal of Convention & Event Tourism, 18(4), 282-300. doi:10.1080/15470148.2017.1366384


Kotler, P., Bowen, J. T., Makens, J., & Baloglu, S. (2016). Marketing for hospitality and tourism. Upper Saddle River, NJ: Pearson.


Le, A. T. N., & Tran, K. T. (2014). Đánh giá khả năng thu hút khách du lịch của điểm di tích Đại Nội – Huế [Assessing the capability of attracting tourists of Hue Royal Citadel]. The Magazine for Research and Development, 1(108), 22-29.


Maslow, A. H. (1943). A theory of human motivation. Psychological Review, 50(4), 370-396.


Martensen, A., & Grønholdt, L. (2008). How events work: Understanding consumer responses to event marketing. Innovative Marketing, 4(4), 44-56.


McClelland, D. C., Atkinson, J. W., Clark, R. A., & Lowell, E. L. (1953). The Achievement motive. New York, NY: Appleton-Century-Crofts, Inc.


McClelland, D. C., & Winter, D. G. (1969). Motivating economic achievement. New York, NY: Free Press.


Michael, R. S. (2017). Consumer behavior: Buying, having, and being. Upper Saddle River, NJ: Pearson.


Nguyen, N. T. M., Tran, T. H., & Le, N. V. T. (2017). Factors affecting the attraction of domestic tourism to Hoi An. Hue University Journal of Science, 126(5D), 29-39.


Nohria, N., Groysberg, B., & Lee, L. E. (2008). Employee motivation: A powerful new model. Harvard Business Review, 78(7/8), 78-84.


Pearce, D. G., & Nicholson, R. E. (2001). Why do people attend events: A comparative analysis of visitor motivations at four South Island events. Journal of Travel Research, 39(4), 449-460. doi:10.1177/004728750103900412


Phuong Anh (2019). Tìm hướng đi mới cho ngành du lịch Việt Nam [Finding new directions for Vietnam’s tourism industry]. Retrieved January 11, 2020, from Báo Ảnh Dân Tộc và Miền Núi website: https://dantocmiennui.vn/du-lich/tim-huong-di-moi-cho-nganh-du-lich-viet-nam/281181.html


Stastictics (2019a). Stastictics of international tourist to Vietnam. Retrieved January 12, 2020, from http://vietnamtourism.gov.vn/index.php/statistic/international?txtkey=&year=2019&period=t12


Stastictics (2019b). Stastictics of domestic tourist in 2000-2018. Retrieved from http://vietnamtourism.gov.vn/index.php/statistic/international?txtkey=&year=2019&period=t12


Thompson, K. J. & Schofield, P. (2009). Segmenting and profiling visitor to the Ulaanbaatar Naadam Festival by motivation. Event Management, 13(1), 1-15. doi:10.3727/152599509789130601


Thu Thuy (2019). Giải pháp phát triển du lịch gắn với các sự kiện thể thao tại Việt Nam [Solutions for developing tourism associated with sporting events in Vietnam]. Retrieved January 14, 2020, from http://vietnamtourism.gov.vn/index.php/items/30277


Truyen Phuong (2019). Ấn tượng tăng trưởng Du lịch Việt Nam trong bối cảnh khó khăn chung của thế giới và khu vực [Impressive growth of Vietnam’s tourism in the context of common difficulties of the world and the region]. Retrieved January 15, 2020, from http://vietnamtourism.gov.vn/index.php/items/30873


Vengesayi, S., Mavondo, F., & Reisinger, Y. (2013). Tourism destination competitiveness: The impact of destination resources, support services and human factors. Journal of Tourism, 14(1), 79-108.



DOI: https://doi.org/10.46223/HCMCOUJS.econ.en.10.1.218.2020
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.