An Empirical Analysis of Synthesizing the Effects of Festival Quality, Emotion, Festival Image and Festival Satisfaction on Festival Loyalty: A Case Study of Macau Food Festival

Abstract

This study aims to examine the interrelationships among the festival quality dimensions, festival quality, emotion, festival image, festival satisfaction and festival loyalty. Analysis of data from 454 attendees in the 12 th Macau Food Festival indicates that the proposed model fits the data. The result of this study will assist festival management in developing and implementing market-orientated service strategies to increase quality and image, and enhance the emotion and satisfaction of attendees in order to attain their loyalty toward food festivals.

Festival Revisiting Intention and Quality: The Case of Taiwan's Lantern Festival

“…Wu et al [29] concluded that festival quality had the significant effect on visitor satisfaction and behavioral intentions. Wong et al [28] found that festival quality affected attendee satisfaction and revisiting intention. Thus, there appears to be recognition of a significant effect from quality to value, satisfaction and revisiting intention in the literature.…”

“…Castéran and Roederer, 2013 and Shen, [21]), festival quality (e.g. Wong et al, [28] and Wu et al, [29]), festival value (e.g. Lee et al, [15] and Yang et al, [30]), and satisfaction with festival (e.g.…”

“…Quality is an important element providing successful tourist experience. Indeed, one of the key strategies for the survival and success of any business is to deliver superior quality to customers (Song et al, [23], Wong et al, [28] and Wu et al, [29]). Improving the quality leads to increased visitations and revenues (Yuan & Jang, [32]).…”

“…Improving the quality leads to increased visitations and revenues (Yuan & Jang, [32]). Quality is also recognized as an underpinning element of competitive advantage (Wong et al, [28] and Wu et al, [29]). Consequently, festivals have to deliver high quality to their attendees to succeed (Lee, [13] and Saleh and Ryan, [19]).…”

The Importance of Image for a Regular Event

“…These studies contend that the more positive image perceived by the customers, then the higher their intention to loyal. In accord to these studies, some studies in the area of tourism have identified the importance of event or festival image (Gibson, Qi, & Zhang, 2008;Kaplanidou & Vogt, 2007;Moon, Ko, Connaughton, & Lee, 2013;Wong, Wu, & Cheng, 2014). These studies indicate that individuals have intention to revisit an event or a festival when they perceive a positive image of the event or festival.…”