The preferences of participants in small-scale sport events: A conjoint analysis case study from Taiwan

The primary objective of this study was an investigation of participants\u27 preferences for a cycling orientated sport tourism event using conjoint analysis. Respondents in a survey were presented with a range of different event alternatives related to the characteristics of proposed small-scale cycling events to draw out useful conclusions about the ideal scenario of such a sporting event that would be the most attractive and desirable for those who compete. A questionnaire, in two parts, was developed and distributed to 195 bicyclers during an event in Kaohsiung, Taiwan and the data was analysed using SPSS Conjoint at the aggregate level (pooled data). Based on the preferences expressed by the athletes the three most important factors were: "preferred season to organizing the event", "parallel organised trade shows & exhibitions" and "entertainment & awards". The findings of this study provide event coordinators and sport marketers with practical insights into event planning and possibility of development of effective marketing strategies designed to reach and attract more participants to these types of activities. This investigation is unique since is one of the first to use a full design of seven parameters in the conjoint analysis model to comprehensively examine athlete\u27s preferences

Flying to Quality: Cultural Influences on Online Reviews

Customers increasingly consult opinions expressed online before making their final decisions. However, inherent factors such as culture may moderate the criteria and the weights individuals use to form their expectations and evaluations. Therefore, not all opinions expressed online match customers’ personal preferences, neither can firms use this information to deduce general conclusions. Our study explores this issue in the context of airline services using Hofstede’s framework as a theoretical anchor. We gauge the effect of each dimension as well as that of cultural distance between the passenger and the airline on the overall satisfaction with the flight as well as specific service factors. Using topic modeling, we also capture the effect of culture on review text and identify factors that are not captured by conventional rating scales. Our results provide significant insights for airline managers about service factors that affect more passengers from specific cultures leading to higher satisfaction/dissatisfaction