Research Output

Event venue satisfaction and its impact on sponsorship outcomes

  The importance of sponsorship as a marketing communications tool is well recognized in the event literature. Despite the growth in event sponsorship investments and the increasing importance of the role of the venue in event planning, there is still a lack of research on the impact of event venue satisfaction on sponsorship outcomes. Thus, the objective of the present study is to analyze the effect of event venue satisfaction on sponsor image, and, in particular, to verify if attendee satisfaction with the venue has a positive effect on sponsor recall, attitude, and purchase intention. The article presents the results of a survey conducted during the International Rome Film Festival, which takes place annually at the Rome Auditorium. Results suggest that attendee satisfaction with venues affects
attitudes toward the sponsors and sponsor-related purchase intention, while sponsor awareness is not affected. The main contribution of the article is the development of a comprehensive model of event sponsorship evaluation, in which traditional sponsorship outcomes are considered in light of attendee
satisfaction and quality of services in the sponsor-related exclusive venue zones.

  • Type:

    Article

  • Date:

    05 April 2016

  • Publication Status:

    Accepted

  • DOI:

    10.3727/152599517X14942648527536

  • ISSN:

    1525-9951

  • Library of Congress:

    GV Recreation Leisure

  • Dewey Decimal Classification:

    394 Events Management

  • Funders:

    Edinburgh Napier Funded

Citation

Michelini, L., Iasevoli, G. & Theodoraki, E. (in press). Event venue satisfaction and its impact on sponsorship outcomes. Event Management. doi:10.3727/152599517X14942648527536. ISSN 1525-9951

Authors

Keywords

Event sponsorship, event satisfaction, event venue, sponsorship outcomes

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