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Modelling wedding marketing strategies: An fsQCA Analysis

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  • Fotiadis, Anestis

Abstract

Aim of the study is to develop a model delineating customer perceptions on wedding marketing strategies in Kaohsiung, Taiwan. Main objective of this paper is to analyse a category of special events: the wedding market sector in Kaohsiung, Taiwan by examining how they attract consumers regarding their marketing strategies using the method of fuzzy-set Qualitative Comparative Analysis (fsQCA). Based on a survey to married, in relationship and singles local citizens of Taiwan the relationships between impressions, importance, push factors with decision making was explored. To test the hypotheses of the proposed model a primary research study was conducted employing a mall intercept technique via distribution of a self-administered questionnaire within a cross sectional on-site field research context. A fsQCA modelling approach technique was employed in order to measure, estimate and confirm the different casual paths constructs, as well as to test the significance of the paths between different segments of the wedding industry. Our findings reveal that the presence of importance, push factors and decision making determines the level of consumer perception performance. However, impressions do not show significant impact on consumer perceptions.

Suggested Citation

  • Fotiadis, Anestis, 2018. "Modelling wedding marketing strategies: An fsQCA Analysis," MPRA Paper 88249, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:88249
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    Cited by:

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    3. Scholtz, Marco & De Ridder, Kaat, 2021. "Brace for impact! COVID-19, lockdown and the initial reaction and adaptability of Flemish travel consumers," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7, pages 28-37.
    4. Kankam-Kwarteng, Collins & Sarpong, Appiah & Amofah, Ofosu & Acheampong, Stephen, 2021. "Marketing performance of service firms: Recognizing market sensing capability and customer interaction orientation," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7, pages 8-48.
    5. Gadelrab, Reda & Ekiz, Erdogan, 2019. "An investigation of key success factors for restaurant operations in Saudi Arabia," MPRA Paper 98033, University Library of Munich, Germany.
    6. Yağmur, Yenal & Aksu, Akın, 2022. "Investigation of destination image mediating effect on tourists’ risk assessment, behavioural intentions and satisfaction," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 8(1), pages 27-37.
    7. Sharon, Teitler Regev & Shahrabani, Shosh, 2021. "Health precautions while traveling after COVID-19," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7, pages 68-73.
    8. Reda Gadelrab & Erdogan Ekiz, 2019. "An investigation of key success factors for restaurant operations in Saudi Arabia," Post-Print hal-02454937, HAL.
    9. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2019. "Confidence and loyalty for agrotourism brands: The Lesvos paradigm," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 14(1), pages 151-166.
    10. Magadán-Díaz, Marta & Sotiriadis, Marios & Rivas-García, Jesús, 2019. "Drivers of eco-innovation in the Spanish hospitality industry," MPRA Paper 94090, University Library of Munich, Germany.
    11. Mason, Michela Cesarina & Moretti, Andrea & Raggiotto, Francesco & Paggiaro, Adriano, 2019. "Conceptualizing triathlon sport event travelers’ behavior," MPRA Paper 94187, University Library of Munich, Germany.
    12. Margarida Anjo, Ana & Sousa, Bruno & Santos, Vasco & Lopes Dias, Álvaro & Valeri, Marco, 2021. "Lisbon as a literary tourism site: Εssays of a digital map of Pessoa as a new trigger," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7, pages 58-67.
    13. Nikolaos Misirlis & Marjon Elshof & Maro Vlachopoulou, 2021. "Modeling Facebook users' behavior towards the use of pages related to healthy diet and sport activities," Post-Print hal-03381355, HAL.
    14. Misirlis, Nikolaos & Elshof, Marjon & Vlachopoulou, Maro, 2021. "Modeling Facebook users' behavior towards the use of pages related to healthy diet and sport activities," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7, pages 49-57.
    15. Marco Scholtz & Kaat de Ridder, 2021. "Brace for impact! COVID-19, lockdown and the initial reaction and adaptability of Flemish travel consumers," Post-Print hal-03373987, HAL.
    16. Kankam-Kwarteng, Collins & Osman, Barbara & Acheampong, Stephen, 2020. "Performance of restaurants: Recognizing competitive intensity and differentiation strategies," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(3), pages 25-34.
    17. Fotiadis, Anestis & Williams, Russell Blair, 2017. "“TiCoSa” a 3d matrix conceptual model to investigate visitors’ perceptions in an athletic event," MPRA Paper 90638, University Library of Munich, Germany, revised 17 Apr 2017.
    18. Skapinaki, Athina & Salamoura, Maria, 2020. "Investigating primary school quality using teachers’ self-efficacy and satisfaction," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(1), pages 17-20.
    19. Collins Kankam-Kwarteng & Appiah Sarpong & Ofosu Amofah & Stephen Acheampong, 2021. "Marketing performance of service firms: Recognizing market sensing capability and customer interaction orientation," Post-Print hal-03376959, HAL.
    20. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2017. "Delegate satisfaction from conference service quality and its impact on future behavioural intentions," EconStor Conference Papers 215864, ZBW - Leibniz Information Centre for Economics.
    21. Cristina Franciele & Thays Christina Domareski Ruiz, 2021. "Using sentiment analysis in tourism research: A systematic, bibliometric, and integrative review," Post-Print hal-03373984, HAL.
    22. Chouhan, Vineet, 2022. "Developing a sustainable tribal tourism model vis-a-vis the tribal region of Rajasthan," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 8(1), pages 58-63.
    23. Athina Skapinaki & Maria Salamoura, 2020. "Investigating primary school quality using teachers' self-efficacy and satisfaction," Post-Print hal-02448458, HAL.

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    More about this item

    Keywords

    Wedding marketing; fsQCA; Taiwan; Marketing Strategies;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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