A study on the influence of the valentine's day special event promotions on guests’ intention to visit, propensity to spend, expectation of service quality and purchase risk in a selected deluxe hotel in relation to the love stages

Special event promotions are particularly one of the popular ways of promoting restaurants in Asia (Sun et al, 2009). The use of special event promotion in full service restaurants have been recognized as an important marketing tool (Cohen, 2008) and it has been found that there is a relationship between the level of promotion and success in restaurants (Stephens, 2008).

This study will investigate if demographic variables affect how guests respond to the offer of a special event (Valentine's Day) with respect to guest's intention to visit the establishment, propensity to spend, expectation of service quality, purchase risk and the love stages.