While mega events substantially contribute to a hosting community’s economy and marketing appeal, small-scale events might result in more positive effects because they operate within an existing infrastructure, require a smaller budget, create a more manageable level of crowd congestion, and have high-impact regional effects on the community. Despite the positive effects and prevalence of small-scale events, few have examined their conceptual development. The purpose of this study was to investigate the hierarchical relationship among event image, satisfaction, and behavioral intention (i....Read more
