Developing A Measurement Scale for Event Image

Claire Qian Deng, Mimi Li, Han Shen

Research output: Journal article publicationJournal articleAcademic researchpeer-review

15 Citations (Scopus)

Abstract

The main purpose of this study is to measure and explore the dimensionality of the event image by using the case of 2010 Shanghai World Expo. After literature review, this study used Keller’s framework of brand image as the conceptual base, followed the free associations method to identify the preliminary items, adopted expert opinions to further revise the items, used the exploratory factor analysis to explore the underlying structure of the event image, and adopted the confirmatory factor analysis to further validate the measurement scale. Finally, five dimensions including 17 items were extracted. They are labeled as Benefit, Facility, Service, Theme, and Event Content. The results of the current study were relatively consistent with some conceptual frameworks and to some extent confirmed previous empirical studies, which could provide useful implications for both future research and industry practice.
Original languageEnglish
Pages (from-to)245-270
Number of pages26
JournalJournal of Hospitality and Tourism Research
Volume39
Issue number2
DOIs
Publication statusPublished - 1 Jan 2015

Keywords

  • CFA
  • confirmatory factor analysis
  • EFA
  • event image
  • exploratory factor analysis
  • mega event
  • scale development
  • World Expo

ASJC Scopus subject areas

  • Education
  • Tourism, Leisure and Hospitality Management

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