A model of expectancy motivation for business event tourism: Evidence from China

This research refined the construct of attendee motivation for business event tourism by integrating perspectives from different disciplines, by examining the behavioral consequence of the refined motivation construct, and by investigating the motivation of event travelers solely. An empirical test of the motivation construct was conducted with 395 travelers attending exhibitions in China. Results showed that motivation consists of three levels: cognitive benefits sought, psychological fulfillment, and touristic desire. Cognitive and touristic motives had an effect on attendees' satisfaction and future intentions toward events. This research also provided a better understanding of the motivation of Chinese business event travelers and market segmentations. Results showed that Chinese attendees can be classified into two clusters (i.e., passionate vs. rational) based on their attendance motivations. Theoretical and practical implications are discussed regarding the refined motivation model, its influences on subsequent behavior of attendees, and characteristics of Chinese attendees for business event tourism.