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Comparative Analysis of Travel-Related Characteristics Between Special Event Attendees and Non-Attendees in a Metropolitan City

Special events have received growing attention as a contributing source of economic benefits, as well as being a useful destination marketing component for host cities, regions, and countries. Although many research studies have been conducted related to special events, little research has examined the differences between special event attendees and non-attendees visiting a metropolitan city. The purpose of this study is to explore the different visitor characteristics, perceptions of the host city, spending expenditure patterns, and travel motivations between special event attendees and non-attendees visiting a major metropolitan city. Results revealed that the two groups had significant differences in their perception of the host city, spending expenditure patterns, and their motivation to travel. The key findings lead to implications not only for destination marketers who are willing to use special events as a marketing component of their future marketing strategies, but also for special event planners who are planning events to attract tourists.