Place attachment and attendees’ experiences of homecoming event

This study explores the complex of attendees’ experiences in the context of homecoming events that overlap sport activities, event, and tourism elements during a weekend. Focusing on alumni attendees who travel to the college town for the event, the present research argues that these attendees have multiple identities such as event attendees, university alumni, and destination tourists. Derived from this notion, this study proposes and examines two dimensions of attendees’ whole event experiences: event program-related experiences and destination tourism experiences. In addition, relationships between the whole event experiences, place attachment, and satisfaction are empirically tested. The results indicate that place attachment and satisfaction are significantly enhanced by attendees’ experiences of Event Programs & Information, Destination Products, and Natural Environment. Alumni attendees tend to evaluate their experiences more positively when they have a unique perception of the college town and a strong emotional bonding with their Alma Mater. Theoretical contributions and practical implications are also discussed.