Modelling wedding marketing strategies: An fsQCA Analysis

Anestis Fotiadis

MPRA Paper from University Library of Munich, Germany

Abstract: Aim of the study is to develop a model delineating customer perceptions on wedding marketing strategies in Kaohsiung, Taiwan. Main objective of this paper is to analyse a category of special events: the wedding market sector in Kaohsiung, Taiwan by examining how they attract consumers regarding their marketing strategies using the method of fuzzy-set Qualitative Comparative Analysis (fsQCA). Based on a survey to married, in relationship and singles local citizens of Taiwan the relationships between impressions, importance, push factors with decision making was explored. To test the hypotheses of the proposed model a primary research study was conducted employing a mall intercept technique via distribution of a self-administered questionnaire within a cross sectional on-site field research context. A fsQCA modelling approach technique was employed in order to measure, estimate and confirm the different casual paths constructs, as well as to test the significance of the paths between different segments of the wedding industry. Our findings reveal that the presence of importance, push factors and decision making determines the level of consumer perception performance. However, impressions do not show significant impact on consumer perceptions.

Keywords: Wedding marketing; , fsQCA; Taiwan; Marketing Strategies (search for similar items in EconPapers)
JEL-codes: L83 M31 (search for similar items in EconPapers)
Date: 2018-05-15
New Economics Papers: this item is included in nep-mkt
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (24)

Published in Journal of Tourism, Heritage & Services Marketing 1.4(2018): pp. 23-26

Downloads: (external link)
https://mpra.ub.uni-muenchen.de/88249/1/MPRA_paper_88249.pdf original version (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:88249

Access Statistics for this paper

More papers in MPRA Paper from University Library of Munich, Germany Ludwigstraße 33, D-80539 Munich, Germany. Contact information at EDIRC.
Bibliographic data for series maintained by Joachim Winter ().