FACTORS AFFECTING GROUP-ORIENTED TRAVEL INTENTION TO MAJOR EVENTS

Large-scale, major social events, such as music and cultural festivals and international sporting events, are an important motivator of tourism activity and an increasingly significant component of destination marketing. Despite the growing consumption trend of group-oriented travel behavior and the economic significance of large-scale, event-based tourism, a theoretical gap exists in understanding what drives potential attendees' desire to attend these events, particularly in groups. A theoretically developed conceptual model is empirically tested using survey data from 170 Australian respondents planning to attend, and travel in a group, to a major social event. The results support the model showing that travel motivations (configured as a Type II multidimensional model), affective destination image, and enduring involvement in the event category influence group-oriented travel behavior to major events. Managerial implications and recommendations for future research are also presented.