Memorable Boat Show Experiences: Examining the Mechanisms of Value and Mianzi from the Perspective of High-end Chinese Attendees

ABSTRACT

This study proposes an integrative framework to describe the relationships between memorable boat show experiences, perceived value (utilitarian and hedonic), mianzi (desire to gain and fear of losing), and loyalty intention. A paper questionnaire administrated at a boat show in Xiamen, China. The results of the study indicate that boat shows experience dimensions positively affect the mechanisms of value and mianzi while physiography only positively influences perceived utilitarian value and hedonic value. In addition, quality of service negatively affects fear of losing mianzi. This study further reveals that exhibition activity contributes to the desire to gain mianzi, and then loyalty intention. The findings advance understanding of an emerging market and offer managerial implications for boat show experience marketing and management.

摘要

本研究提出一个综合架构以探讨豪华游艇展览的难忘体验, 感知价值(实用和享乐), 面子(获得面子的渴望和失去面子的担忧)以及忠诚意愿之间的关系。该研究的数据收集是以纸质问卷的形式在中国厦门的游艇展览上进行的。研究结果表明, 游艇展览的体验维度对价值和面子机制产生正向影响, 而地理学只对感知的实用价值和享乐价值产生正向影响。另外, 服务质量也会对失去面子的担忧产生负向影响。本研究进一步揭示, 展览活动可以加强高端消费者对获得面子的渴望, 进而提升他们对游艇展览的忠诚意愿。该研究加深了对豪华游艇这个新兴市场的理解, 并为游艇展览的体验营销和管理提供了现实启示与可行性建议。

KEYWORDS:

• Memorable experiences
• exhibition
• hedonic value
• utilitarian value
• mianzi
• high-end Chinese attendees

关键词:

• 难忘体验
• 展览
• 享乐价值
• 实用价值
• 面子
• 中国高端消费者

Acknowledgments

The authors appreciate Feiyan Song and Yangyong Chen for their participation in implementing data collection for this research.

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Xiaoxiao Fu

Xiaoxiao Fu is Associate Professor in Rosen College of Hospitality Management at University of Central Florida, Orlando, Florida, USA. Her research interests include consumer experience and well-being in hospitality and tourism, as well as culture and emerging markets (E-mail: [email protected]).

Bingna Lin

Bingna Lin is Ph.D. Student in Rosen College of Hospitality Management at University of Central Florida, Orlando, Florida, USA. Her research interests include consumer behavior in hospitality and tourism, tourist-host relationship, destination marketing, and social media marketing (E-mail: [email protected]).

Yao-Chin Wang

Yao-Chin Wang is Assistant Professor of Hospitality Management in the School of Human Environmental Sciences at University of Arkansas, Fayetteville, Arkansas, USA. His research interests include event management and human-environmental interactions, organizational behavior and human resource management, strategic brand management, and consumer behavior in hospitality and tourism (E-mail: [email protected]).

Yanyan Sun

Yanyan Sun is Undergraduate Student in the Department of Tourism and Hotel Management of School of Management at Xiamen University, Xiamen, Fujian, China. Her research interests include Chinese consumer behavior, customer relationship management, hospitality finance and accounting, and big data analysis (E-mail: [email protected]).