Consumer Behavior Research in the <i>Event Management</i> Journal: Past Insights and Future Research Directions

This study explores consumer behavior research published in the Event Management journal from 2006 to 2023, employing bibliometric analysis to explore key themes, influential authors, publication patterns, and contributing countries. Analyzing 197 articles retrieved from the Scopus database, the study identifies significant publication patterns and tracks the thematic evolution within the consumer behavior domain in the Event Management journal. The results consistently focus on attendee satisfaction, motivation, and event management. Recent developments also highlight the growing influence of social media, the importance of delivering experiential value, and the increasing prominence of sports and mega-events. The result also highlights the predominant contribution of the US in this research domain and the growing relevance of China’s event market. By mapping the evolution of consumer behavior research themes, this study provides critical insights for scholars and practitioners, emphasizing the necessity for innovative strategies to address the shifting expectations of event attendees. The study concludes with recommendations for future research to explore the evolving consumer behavior in event management.