Estimating the intention–behavior gap associated with a mega event: The case of the Expo 2012 Yeosu Korea

Demand (attendance) forecasts are often based on respondents' intentions to attend an event or purchase a product. People, however, do not always act on their intentions; an intention–behavior gap exists. Limited research to date in the tourism realm has addressed this gap; that is, what proportion of visit intentions is actually realized. In this respect, this study investigates the intention–behavior gap based on a national survey using a quota sampling method (N = 2015) in the realm of visiting the 2012 Yeosu Expo.