A study of festival switching intentions, festival satisfaction, festival image, festival affective impacts, and festival quality

Abstract

There is a conceptual gap in the marketing literature, as to date there has been no published empirical research on festival switching intentions, festival satisfaction, festival image, festival affective impacts, and festival quality that have focused in the context of food festivals. This study seeks to fill this conceptual gap by identifying the dimensions of festival quality and empirically examining the interrelationships among festival switching intentions, festival satisfaction, festival image, festival affective impacts, and festival quality. A multidimensional and hierarchical model is used as a framework to synthesize the effects of festival quality, festival affective impacts, festival image, and festival satisfaction on festival switching intentions. Statistical support is found for four primary dimensions and 13 subdimensions of festival quality for food festivals. The hypothesized paths between the higher order constructs-festival quality, festival affective impacts, festival image, festival satisfaction, and festival switching intentions-are confirmed. The results of this analysis contribute to the services marketing theory by providing additional insights into festival switching intentions, festival satisfaction, festival image, festival affective impacts, festival quality, and the dimensions of festival quality. The results of this study will also assist festival management in developing and implementing marketorientated service strategies to increase festival quality and festival affective impacts, enhance festival image and festival satisfaction, and decreasing attendees' switching intentions to other food festivals.

Motivation and Tourists’ Loyalty in Performing Arts Festivals: The Mediator Role of Quality and Satisfaction

“…To develop satisfaction items, a number of authors were considered (Albayraka & Caberb, 2018;Son & Lee, 2011;Wan & Chan, 2013;Wu & Ai, 2016;Wu et al, 2014;Yoon et al;2010). The service satisfaction was evaluated by 11 items, among them, Table 1.…”

“…In Portugal and Spain, many regions have become part of many tourist's itinerary because they host cultural events of performing arts, such as music and dance Several studies about festivals (Baker & Crompton, 2000;McDowall, 2011;Son & Lee, 2011;Stankova & Vassenska, 2015;Wan & Chan, 2013;Wu & Ai, 2016;Yoon et al, 2010), showed that festival participants' experience is commonly assessed through perceived quality and satisfaction, factors that may influence future behavioural intentions (revisit intention and intention to recommend). In addition, since motivation is the basis of the desire to experience something, motivation can be considered as one of the fundamental elements of the entire tourism process, the starting point of the entire touristic and experiential journey of the individual.…”

“…By the concept of the festival; Opportunity to know and experience a diverse range of promoted workshops; For the knowledge that I acquire and live in the place where the festival is held. Cronbach's alpha obtained in this study for motivation was .91.To assess quality, 17 items used in other quality studies were selected(Son & Lee, 2011;Wan & Chan, 2013;Wu & Ai, 2016;Wu et al, 2014;Yoon et al;2010), such as: The physical facilities of the venue where the festival is held are in good condition;…”

“…Son & Lee (2011),Wan & Chan (2013),Wu & Ai (2016),Wu et al (2014), andYoon et al (2010) Quality: Tangibility, security, e empathy The physical structures of the place are in well shape. The festival staff has a clean and neat appearance.…”

Festival Anahtar Başarı Faktörlerinin Festival Sadakati Üzerine Etkisi: Portakal Çiçeği Festivali Örneği (The Effect of Festival Key Success Factors on Festival Loyalty: The Case of Orange Flower Festival)

“…Sistemler teorisine göre, girdi sürecinde yer alan gerekli kaynakların başarı algısını oluşturacağı, çıktı sürecinde ise sadakatin meydana geleceği ileri sürülmektedir. Festival sadakatinin, başarı faktörleri tarafından gerçekleşebileceği belirtilebilir (Anil, 2012;Wu ve Ai, 2016;Lee ve Chang, 2017). Bu bağlamda bu çalışmada, festival anahtar başarı faktörlerinin festival sadakati üzerindeki etkisi araştırılmıştır.…”