@article{Ivkov:200509,
      recid = {200509},
      author = {Ivkov, Milan and Blešić, Ivana and Popov Raljić, Jovanka  and Ivkov Džigurski, Anđelija and Pivac, Tatjana and  Jovanović, Tamara},
      title = {VISITORS’ MOTIVES FOR ATTENDING A HYBRID EVENT: A CASE  STUDY OF AGRICULTURAL FAIR},
      journal = {Economics of Agriculture},
      address = {2015-03},
      number = {297-2016-3652},
      series = {Economics of Agriculture 1/2015},
      pages = {20},
      year = {2015},
      note = {Original scientific paper},
      abstract = {Management of a complex events such as hybrid ones, relies  on understanding a modern
market trends. The purpose of  this study is to determine visitors’ motives for attending  a
hybrid event, to identify clusters based on those  motives, and to help organizers and exhibitors
to meet  visitors’ expectations. Therefore, authors performed ANOVA  analysis, factor analysis
and hierarchical cluster  analysis. The findings clearly indicate elements of trade  fairs and
consumer exhibitions integrated in hybrid event  and therefore, some of the main motives
for visiting those  two types of events are also present among hybrid event  visitors. However,
hybrid event tends to be more than just  place for business meetings. It is also a venue  for
education and leisure time activities. Moreover, event  organizers and exhibitors need
to pay more attention on  their strategic approach to managing their event  activities. The
paper suggests that hybrid event organizers  should focus on establishing dialogue with both
exhibitors  and visitors.},
      url = {http://ageconsearch.umn.edu/record/200509},
      doi = {https://doi.org/10.22004/ag.econ.200509},
}