Resumen de A comparative analysis of event attendees' s spending behaviors, satisfaction, and information search patterns by event types at a Midwestern college town.

Wei Wang, Shu Cole

• The purpose of this study is to compare differences on information search patterns, spending behaviors, and satisfaction levels among visitors attending three event types. The existing literature has by and large addressed visitor behaviors based on visitor characteristics. This study, however, takes an approach from the supply side and distinguishes visitor behaviors against three event types at the same destination. The study was conducted in a Midwestern college town where 536 usable surveys were collected through onsite interceptions. One-way ANOVA test were employed to test the behavioral differences at three experiences stages (preevents, during, and postevents). The ANOVA test indicate that festival attendees relied heavily on past experiences and had the highest satisfaction level among all event attendees. Conferences attendees tended to stay the longest and sporting event goers spent the most during the event. Implications and future directions of research are provided on this topic.