TY  - EJOUR
AB  - 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.
AU  - Ivkov, Milan
AU  - Blešić, Ivana
AU  - Popov Raljić, Jovanka
AU  - Ivkov Džigurski, Anđelija
AU  - Pivac, Tatjana
AU  - Jovanović, Tamara
DA  - 2015-03
DA  - 2015-03
DO  - UDC 338.43:63 CIP 33:63(497.11) ISSN 0352-3462 COBISS.SR-ID 27671
DO  - 10.22004/ag.econ.200509
DO  - Other
DO  - doi
ED  - Cvijanovic,   Drago
ED  - editor
EP  - 28
EP  - 9
ID  - 200509
IS  - 01
JF  - Economics of Agriculture
KW  - Agribusiness
KW  - Marketing
KW  - hybrid event
KW  - visitors’ motives
KW  - consumer exhibition
KW  - trade fair
L1  - https://ageconsearch.umn.edu/record/200509/files/1%20EP%201%202015.pdf
L2  - https://ageconsearch.umn.edu/record/200509/files/1%20EP%201%202015.pdf
L4  - https://ageconsearch.umn.edu/record/200509/files/1%20EP%201%202015.pdf
LA  - eng
LK  - https://ageconsearch.umn.edu/record/200509/files/1%20EP%201%202015.pdf
N1  - Original scientific paper
N2  - 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.
PY  - 2015-03
PY  - 2015-03
SP  - 9
T1  - VISITORS’ MOTIVES FOR ATTENDING A HYBRID EVENT: A CASE STUDY OF AGRICULTURAL FAIR
TI  - VISITORS’ MOTIVES FOR ATTENDING A HYBRID EVENT: A CASE STUDY OF AGRICULTURAL FAIR
TT  - MOTIVI POSETILACA ZA POSETU HIBRIDNOM DOGAĐAJU: PRIMER POLJOPRIVREDNOG SAJMA
UR  - https://ageconsearch.umn.edu/record/200509/files/1%20EP%201%202015.pdf
VL  - 62
Y1  - 2015-03
T2  - Economics of Agriculture
T2  - Economics of Agriculture 1/2015
T2  - UDC: 061.43:631
ER  -