Family life cycle and preferences for a mega-sporting event package: The case of the 2018 PyeongChang Winter Olympic Games

• Hyesun Kim ^[1] ; Jooa Baek ^[2] ; Yeongbae Choe ^[3]
  1. [1] Woosong University

     Woosong University

     Corea del Sur

     
  2. [2] Goldey–Beacom College

     Goldey–Beacom College

     Estados Unidos

     
  3. [3] University of Macau

     University of Macau

     RAE de Macao (China)

     

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• Localización: Tourism economics: the business and finance of tourism and recreation, ISSN 1354-8166, Vol. 27, Nº. Extra 3, 2021 (Ejemplar dedicado a: Sports and Tourism: Economic Impacts), págs. 548-568
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • Mega-sporting events often contribute to both financial and nonfinancial aspects of a destination. Nonetheless, several problematic issues (e.g. risk/safety issues, high travel costs, and online broadcasting) require a hosting destination focusing more on marketing and promotion strategies to boost event attendance. As such, this study aims to understand the optimal bundling package strategy for a mega-sporting event by investigating the effect of customers’ life cycle stage on their preferences in purchasing an event-related package. Several event package features used in this study are important determinants of mega-sporting event participation. More important, respondents in different family life cycle stages showed different levels of sensitivity to each package attribute, thereby constructing different preferences. The result of this study would be useful information for designing more attractive mega-sporting event packages and/or target marketing strategies focusing on different life stages.