Adapting Herzberg: Predicting Attendees' Motivation, Satisfaction, and Intention to Revisit a Festival in Cameroon Using an Ordered Logit Approach

Abstract

Festivals have, increasingly, become an important research focus in tourism. This study adaptsHerzberg’s two-factor theory to determine the satisfaction levels of attendees at the Festival ofArts and Culture (FESTAC), held in Limbe, Cameroon. Specifically, it investigated how theabove are influenced by their a priori motivations to attend the event, and how their levels ofsatisfaction, in turn, affect their revisit intentions. Using survey data collected from 324participants at the Festival, the study employed various specifications of the ordered logitmodel to predict the odds of attendees’ satisfaction levels and revisit intentions, based on theirmotivation for attending the event. The findings confirm the applicability of the Herzbergtheory in evaluating the relationship between the participants’ motivation factors and theirrelated satisfaction levels. Consistent with the existing literature, their satisfaction levels werealso found to influence their return intentions significantly. The results also emphasise themoderating effect of expenditure considerations on the attendees’ satisfaction levels. Thefindings, which have implications for both the event planners and the festival organisers,highlight the superiority of unique festival ‘motivators’ in predicting satisfaction levels,suggesting that event planners focus on such characteristics if they intend to increase theattendees’ satisfaction levels.

The young tourist's co-creation nexus: market mavens and existential authenticity as driving forces of intentions to revisit and recommend

“…Research suggests that customer loyalty is also measured in terms of intention to purchase. In case of tourism, it is measured in terms of intention to revisit the tourist destination or service provider (Tichaawa and Idahosa, 2020). Service provider plays an extremely important role in co-creating the whole experience for the tourist.…”

“…The service provider that has good communication skills and motivates the consumer to participate actively by creating a unique experience will have a greater revisit intention from customer (Abubakar et al, 2017). From the previous literature, it is known that market mavens are highly informed customers who can influence others based on their referral power (Tichaawa and Idahosa, 2020). Market mavens are motivated to share information with other consumers due to a sense of obligation to share information, if they feel satisfied with a product or service (Verboord, 2021).…”

“…A tourist uses observation, visuals and emotions in learning, exploring and creating the unique experience which gives him perceived authenticity of experience (Stepchenkova and Belyaeva, 2021) which can greatly impact a tourist intention to revisit the service provider. In various countries around the world travel service providers are striving to provide authentic tourist experience including cooking classes with local chefs, storytelling, participation in traditional local dances, festivals and tour guides to increase customer loyalty (Tichaawa and Idahosa, 2020).…”

Determinants of Visitors’ Loyalty to Religious Sacred Event Places: A Multigroup Measurement Invariance Model

“…This framework was later validated in different contexts such as winter tourism (He and Luo 2020) and creative tourism (Dean and Suhartanto 2019), but has not been examined in the context of religious tourism. Other researchers have linked motivation to satisfaction, and hence revisit intentions (Tichaawa and Idahosa 2020). In this space, El-Gohary (2016) claims that religion and spirituality has always been a strong motivator for travel for both pilgrims who wish to seek spiritual attainment and for casual travelers who seek an enriching cultural experience.…”

Local Government Trust, Economic Effectiveness and Satisfaction in a Tourism Event Context: The Case of the Limbe Cultural Arts Festival, Cameroon

“…Government backed repetitive cultural events like the Festival of Arts and Culture (FESTAC) hosted annually in the city of Limbe, Cameroon, have the potential to transform the local economy via job creation and revenue generation (Tichaawa, 2016;Tichaawa and Idahosa, 2020). This cultural event is a form of tourism/leisure public service rendered by the government to the community and, as such, has potentials for influencing citizens' perceptions of the government and their trust levels (Christensen and Laegreid, 2005), as relevant research in tourism development studies have shown (see for example Nunkoo, 2017;Nunkoo and Smith, 2013;Tichaawa et al, 2021;Wong et al, 2021;Wong and Lai, 2022).…”