Motivations for attracting customers and their intention to participate in tourism events in Ho Chi Minh City

Abstract

The study examines the impact of factors influencing customers’ intention to attend a tourism event, by considering the motivation to attract customers to such an event. The authors collected 230 interview samples from different subjects, then conducted a quantitative method through factor, correlation, and regression analysis. The results show that the motivation to attract customers to tourism events has a great influence on their participating intention. In particular, factors affecting the motivation to take part in the event include influence group, communications, convenience, and content. The analysis results give several suggestions for event organizers to be able to gain more customer engagement.