1. Mental accounting and Festival visitors' expenditures: an exploration For new Factors
- Author
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Michelle Y. Mosely and Charles Chancellor
- Subjects
Marketing ,Consumer expenditure ,Mental accounting ,Tourism, Leisure and Hospitality Management ,Advertising ,Business ,Business and International Management - Abstract
The purpose of this study was to examine the theoretical concept of mental accounting to determine if festival visitors' budgeting practices influence expenditures. The exploratory findings from this study suggest that visitors' budgeting practices play a role in their festival expenditures. results revealed that participants did not plan to spend more money at the festival than what they budget to spend on leisure activities in a typical weekend. This study also explored respondents' perspectives of other possible factors that influence their festival expenditures. Several new factors emerged, such as festival prices, supporting community organizations, product quality, and need. recom men da tions are provided for further research.
- Published
- 2012
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