Search results
1 – 3 of 3L. Taylor Damonte, Michael D. Collins and Carol M. Megehee
The purpose of this paper is to develop a method for estimating new direct tourism spending resulting from a new event in an existing destination.
Abstract
Purpose
The purpose of this paper is to develop a method for estimating new direct tourism spending resulting from a new event in an existing destination.
Design/methodology/approach
Intercept surveys were conducted on site at six of nine festival locations. Of the 308 festival participants approached at random and asked to participate, 264 agreed to participate (86 percent response rate). Upon further inquiry, only 47 percent of those agreeing to participate were found to be from zip codes outside of the Horry/Georgetown County “Grand Strand” tourist area. These 145 festival participants were administered surveys.
Findings
Less than 30 percent of total tourist spending at the festival is attributable to new tourists – those who specifically traveled to the destination primarily for the event and have historically attended Myrtle Beach less than one time per year. Consequently, the economic impact of the festival, in terms of new spending, was relatively small compared to the total amount of tourist spending by all tourists at the festival.
Originality/value
The study provides an example of an event for which new tourist spending could have been overestimated if all tourist spending had been considered to be new spending.
Details
Keywords
L. Taylor Damonte, Michael D. Collins and Carol M. Megehee
The purpose of this paper is to develop a method for estimating new direct tourism spending resulting from a new event in an existing destination.
Abstract
Purpose
The purpose of this paper is to develop a method for estimating new direct tourism spending resulting from a new event in an existing destination.
Design/methodology/approach
Intercept surveys were conducted on site at six of nine festival locations. Of the 308 festival participants approached at random and asked to participate, 264 agreed to participate (86 percent response rate). On further inquiry, only 47 percent of those agreeing to participate were found to be from zip codes outside of the Horry/Georgetown County “Grand Strand” tourist area. These 145 festival participants were administered surveys.
Findings
Less than 30 percent of total tourist spending at the festival is attributable to new tourists – those who specifically travelled to the destination primarily for the event and have historically attended Myrtle Beach less than one time per year. Consequently, the economic impact of the festival, in terms of new spending, was relatively small compared with the total amount of tourist spending by all tourists at the festival.
Originality/value
The study provides an example of an event for which new tourist spending could have been overestimated if all tourist spending had been considered to be new spending.
Details
Keywords
This paper describes the personal history and intellectual development of Morris B. Holbrook (MBH), a participant in the field of marketing academics in general and consumer…
Abstract
Purpose
This paper describes the personal history and intellectual development of Morris B. Holbrook (MBH), a participant in the field of marketing academics in general and consumer research in particular.
Design/methodology/approach
The paper pursues an approach characterized by historical autoethnographic subjective personal introspection or HASPI.
Findings
The paper reports the personal history of MBH and – via HASPI – interprets various aspects of key participants and major themes that emerged over the course of his career.
Research limitations/implications
The main implication is that every scholar in the field of marketing pursues a different light, follows a unique path, plays by idiosyncratic rules, and deserves individual attention, consideration, and respect … like a cat that carries its own leash.
Originality/value
In the case of MBH, like (say) a jazz musician, whatever value he might have depends on his originality.
Details