Investigating the Effect of Event Advertisement on Attitudes and Purposes of Visitation (the event under investigation: Qamsar-e-Kashan Rose water Festival)

Events such as artistic cultural festivals and ritual festivals are among the most important factors for attracting tourists. Every year in spring, in the mountainous areas of Kashan, cultural and ritual festivals of flowers and rose water attract thousands of tourists. Therefore, the festival will be held as an effective event in the development of tourism every year in the tourism areas of Kashan and this attracts many tourists. The purpose of this study is to investigate the effects of event advertising on visitor's attitudes toward the city as well as their purposes for visiting the host city. The present research is applied in terms of purpose and is descriptive in terms of method. Questionnaire has been the main tool for collecting data. The statistical population of this research includes all inner and foreign tourists of Qamsar city of Kashan who participated in the festival of rose water in May, 2018 and 384 people were selected for sample size by sampling method. Data were analysed using SPSS and LISREL software. The results of the research show that the high image matching between the special event and the host city in event advertising has a significant effect on the attitude toward the host city, the intention to visit it and selection of it as a famous city.