Get 20M+ Full-Text Papers For Less Than $1.50/day. Subscribe now for You or Your Team.

Learn More →

The Hedonic and Utilitarian Dimensions of Attendees' Attitudes Toward Festivals

The Hedonic and Utilitarian Dimensions of Attendees' Attitudes Toward Festivals This study examined the attendees'attitudes toward festivals by utilizing a two-dimensional consumer attitude scale, the Hedonic/Utilitarian (HED/UT) Scale, developed by Voss, Spangenberg, and Grohmann. The HED/UT Scale was originally developed to measure the hedonic and utilitarian dimensions of consumer attitudes toward product categories and different brands within categories. Findings suggested the scale has good reliability and validity and can be used successfully to measure attendees' attitudes toward festivals or other events and services. Results indicated that people attend festivals and other social events for both hedonic and utilitarian reasons. However, their hedonic attitudes have a stronger impact on attending the festival and other special events than their utilitarian attitude. Marketing and theoretical implications are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Hospitality & Tourism Research: The Professional Journal of the Council on Hotel, Restaurant, and Institutional Education SAGE

Loading next page...
 
/lp/sage/the-hedonic-and-utilitarian-dimensions-of-attendees-attitudes-toward-a5ch85dAHZ

References (56)

Publisher
SAGE
Copyright
Copyright © by SAGE Publications
ISSN
1096-3480
eISSN
1557-7554
DOI
10.1177/1096348006287162
Publisher site
See Article on Publisher Site

Abstract

This study examined the attendees'attitudes toward festivals by utilizing a two-dimensional consumer attitude scale, the Hedonic/Utilitarian (HED/UT) Scale, developed by Voss, Spangenberg, and Grohmann. The HED/UT Scale was originally developed to measure the hedonic and utilitarian dimensions of consumer attitudes toward product categories and different brands within categories. Findings suggested the scale has good reliability and validity and can be used successfully to measure attendees' attitudes toward festivals or other events and services. Results indicated that people attend festivals and other social events for both hedonic and utilitarian reasons. However, their hedonic attitudes have a stronger impact on attending the festival and other special events than their utilitarian attitude. Marketing and theoretical implications are discussed.

Journal

Journal of Hospitality & Tourism Research: The Professional Journal of the Council on Hotel, Restaurant, and Institutional EducationSAGE

Published: Aug 1, 2006

There are no references for this article.