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Attitudes of visitors towards christmas lighting at the christmas market in the face of the energy and climate crisis

Bęben Robert, Młynkowiak-Stawarz Anna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2023

z. 175

43--60

Purpose: The main objective of the study conducted was to determine the attitude towards Christmas lightning in the context of an energy crisis. Design/methodology/approach: A regression model developed during the research illustrates the factors that shape the respondents' attitudes towards holiday illuminations. The study utilized theories such as Ajzen’s Theory of Planned Behavior and the Technology Acceptance Model by Davis. Findings: It was found that the respondents have a positive attitude towards the analysed illuminations, which is strongly influenced by their perceived usefulness, including the opportunity to take interesting photos, as well as awareness of the energy-saving solutions used. Research limitations/implications: The study can serve as a starting point for decision-makers on behalf of local governments in researching the attitudes of visitors to local events. However, the possibility of prediction is limited due to the sample selection used. Practical implications: The current energy crisis, climate change, and other factors are prompting people to save energy. However, will rational arguments about the need to reduce energy consumption change the priorities of residents and local community leaders and convince them to give up their traditions and holiday attractions? The energy crisis triggered by Russia's invasion of Ukraine has led many local governments in Poland to forgo traditional city decorations with holiday lights or to cancel Christmas markets. However, some cities, such as Gdańsk, have preserved the holiday traditions while promoting energy-efficient solutions. This created an opportunity to study the attitudes and opinions of visitors to the Gdańsk Christmas Market during a period of wide-ranging debate on the need for energy conservation by local governments. Originality/value: Studying the specific attitudes of event participants, especially in the context of Christmas markets, is a rarely addressed issue. Thanks to the analyses conducted, the significance of factors influencing the investigated attitudes has been presented.