Measuring the impact of events’ impression management in foreign destinations and its impact on behavioral intentions

Abstract

This study measured the impact of events’ impression management, which stimulates positive behavior intentions towards a country. The research objectives of this study was: to recognize the impression management factors; to measure the impact of events impression on stimulating tourism behavior intentions; and to identify the significant impression management factors in the event tourism industry. Prior studies indicated that impression management is made up of several factors: (1) self-promotion (2) ingratiation (3) exemplification (4) intimidation (5) supplication. Thus, the researchers hypothesized that each factor impacts visitors’ tourism behavior intentions (re/visit the destination, recommend to others, and intention to attend event). This research used the quantitative approach, with a positivist perspective. Data was collected through administrated questionnaires. 700 questionnaires were distributed during September 2018, but only 384 were returned complete, creating a 55% response rate. Results supported that events’ impression management stimulate intentions. Exemplification and Intimidation were the significant impression factors that impact visitors’ intentions to (re) visit the destination, recommend to others, and intention to attend event. This study contributed academically by widening the breadth of impression management taxonomy and scale development. It enhanced the understanding of impression management in relation to tourism and events management, disclosing the various strategies needed for image building.