Visitors’ Expenditure Behaviour at Cultural Events

29 Pages Posted: 8 Oct 2011

See all articles by Juan Gabriel Brida

Juan Gabriel Brida

Universidad de la República

Marta Disegna

Bournemouth University AFE Department

Linda Osti

Free University of Bozen-Bolzano - Faculty of Economics and Management

Date Written: June 13, 2011

Abstract

This paper aims to examine the determinants of the visitors’ expenditure behavior at Christmas Markets. We have analyzed the visitors’ expenditure at micro-level, dividing them into spending on accommodation and on food and beverage. The explicative variables taken into account are socio-demographic, economic, psychological, and trip-related attributes. An ad-hoc survey was conducted in the three most famous Christmas Markets in the North of Italy in December 2008 and 2009. To reach our aim we have adopted the robust double-hurdle model. Results indicate that travel purpose, region of origin, perception of the event, length of stay and age are significant factors influencing both the propensity to spend and the amount of money that visitors spend during their visit. The findings offer destination and private tourism businesses practical knowledge useful for destination marketing, event development and customer service.

Keywords: Tourist expenditure, cultural event, double-hurdle model, spending behaviour

JEL Classification: C19, D12, L83

Suggested Citation

Brida, Juan Gabriel and Disegna, Marta and Osti, Linda, Visitors’ Expenditure Behaviour at Cultural Events (June 13, 2011). Available at SSRN: https://ssrn.com/abstract=1863852 or http://dx.doi.org/10.2139/ssrn.1863852

Juan Gabriel Brida

Universidad de la República ( email )

Av. 18 de Julio
Montevideo, 1968
Uruguay

Marta Disegna (Contact Author)

Bournemouth University AFE Department ( email )

Executive Business Centre, 89 Holdenhurst Road,
Bournemouth, BH8 8EB
United Kingdom

Linda Osti

Free University of Bozen-Bolzano - Faculty of Economics and Management ( email )

Via Sernesi 1
39100 Bozen-Bolzano (BZ), Bozen 39100
Italy

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