A quality–Value–Attitude Model: The Case of Expo 2010 Shanghai. (September 2016)

• Record Type: Journal Article
• Authors: Kang, Soo K.; Lee, Choong-Ki; Lee, Yong-Ki; Li, Dong-Xin
• Is Part Of: Journal of hospitality & tourism research. Volume 40:Number 6(2016)
• Page Start: 764
• Page End: 771
• Publication Date: 2016-09
• Subjects: mega-event quality -- emotional value -- economic value -- attitude -- Shanghai Expo; Hotel management -- Study and teaching -- Periodicals; Restaurant management -- Study and teaching -- Periodicals; Food service management -- Study and teaching -- Periodicals; 647.068
• DOI: 10.1177/1096348014550874
• Languages: English
• ISSNs: 1096-3480

Abstract

The purpose of this study was to propose and test a quality–value–attitude model by examining the antecedents and relationships among these three constructs at the Shanghai Expo 2010. The results of the structural equation modeling revealed that controllable service quality characteristics, such as program content, staff, and convenience, significantly affected both visitors' emotional and economic values that, in turn, influenced visitors' attitude. The findings of the study render important conceptual insights for understanding mega-event attendees' perceptions and provide practical implications for the event organizers and planners.