The Effect of IMC of Golf Product Exhibitions on Customer Behavior and Recommendation Intention

Taeyoung Cho, Taesoo Cho and Hao Zhang
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Taeyoung Cho: Department of Hotel Tourism Management, Dongguk University, Gyeongju 38066, Korea
Taesoo Cho: School of Exercise and Sport Science, University of Ulsan, Ulsan 44610, Korea
Hao Zhang: Key Laboratory of Land Surface Pattern and Simulation, Institute of Geographic Sciences and Natural Resources Research, Chinese Academy of Sciences, Beijing 100101, China

Tourism and Hospitality, 2021, vol. 2, issue 3, 1-14

Abstract: The aim of this study was to present strategic measures for the sustainability of exhibitions and fairs by examining the relationship between integrated marketing communication (IMC) and the customer behavior and recommendation intentions of the participants who attended golf exhibitions and fairs. To achieve this aim, we conducted a literature review of IMC to formulate a hypothesis; next, we administered a questionnaire to 256 participants at the exhibitions and fairs related to golf equipment. The results show that the two-way communication of the exhibition and fair was positive for the customer’s continuous purchase intention, purchase behavior, and long-term relationship orientation, and the purchase behavior and long-term relationship orientation had a positive effect on the continuous recommendation intention.

Keywords: integrated marketing communication; customer behavior; recommendation intention; golf equipment exhibition and fair (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2021
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