| Author: | Lee, Man Fung |
| Title: | Event sustainability consumption value and its effects on psychological and behavioral outcomes |
| Advisors: | Kim, Sam (SHTM) |
| Degree: | DHTM |
| Year: | 2024 |
| Subject: | Special events -- Management Special events -- Environmental aspects Hong Kong Polytechnic University -- Dissertations |
| Department: | School of Hotel and Tourism Management |
| Pages: | xvi, 427 pages : color illustrations |
| Language: | English |
| Abstract: | The recognition of sustainability in the event industry has well acknowledged. However, scholars have pointed out a noticeable gap between the recognition of sustainability and the actual efforts made toward sustainability in the event industry, particularly in Asia (Li & Liu, 2020; Liu et al., 2020; Ong et al., 2022). This disparity in perception and behavior highlights the need for a deeper understanding of the ethical behavior exhibited by event attendees. Despite the growing importance of sustainability and the significant role of technology in empowering sustainability efforts within events, there is limited knowledge regarding the consumption values, psychological benefits, and behavioral outcomes associated with sustainable events. To bridge the aforementioned gaps, this study aims to examine the relationship between the event sustainability consumption value and its impact on psychological and behavioral outcomes within the context of music events. The measurement scale of the event sustainability consumption value was developed, further, the measurement scale applies to multiple levels including individual, business, and societal. Multiple cultural values are considered as moderators to test the relationships at different levels. This study employed a mixed-method research methodology. The measurement tools were developed through the process of literature review, in-depth interview, pretest, and pilot test. The main survey was conducted in South Korea via the research company, Macromill Embrain. Data from 500 questionnaires were collected, ultimately, 450 were used for analysis. Exploratory factor analysis (EFA) was assessed by SPSS. Measurement model, structural model, and moderation analysis were conducted the partial least squares-structural equation modeling (PLS-SEM) approach to test hypotheses using SmartPLS 4. The findings of the study shed light on the importance of consumption value in event sustainability and its effects on psychological and behavioral outcomes. The results show that, 12 out of 19 (individual-level), 17 out of 21 (business-level), 7 out of 12 (societal-level) estimated paths specified in the structural model to test direct relationships were found statistically significant. The moderating effect of collectivism orientation, feminism attitude, and environmental activism was found minimal in the structure models. While the moderating effect of environmental identity was found insignificant in the structure models. From the theoretical perspective, this study provides contributions by developing the measurement scale of the event sustainability consumption value. In particular, technology-induced value, namely, technology-induced accessibility value, technology-induced co-creation value, and technology-induced green event value, were introduced to gain deeper understanding of the consumption value of event attendees at technology-mediated sustainable events. In addition, this study contributes expanding the understanding of consumption value dimensions and their impact on various psychological and behavioral outcomes at different levels. From the practical perspective, the study offers insights for event organizers, business corporations, and policymakers on how to design and promote sustainable music events that resonate with attendees and foster positive psychological outcomes and behavior change. To event attendees, it is beneficial to have a deeper understanding of their consumption value, psychological and behavioral outcomes through attending sustainable events. The findings have practical implications for the development of sustainable event strategies that not only benefit individuals and businesses but also contribute to broader societal well-being. Most importantly, the introduction of technology-induced values of contemporary events may inspire industry practitioners to harness technology more effectively. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 7866.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 4.68 MB | Adobe PDF | View/Open |
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