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

Abstract

Festival tourism has been growing considerably over the years, acquiring a prominent position and with strong popularity in society. Festivals and/or events promote a cultural exchange at international, national and local levels, with the opportunity for cultural sharing, from history and tradition, culinary and drinks, music and dance, involving all publics (organization, services, artists, participants and local inhabitants). Festivals are recognized as an effective strategy for host destinations promoting economic, social and cultural development. The present study aims to test the mediator role of quality and satisfaction in the relationship between the motivation in

The impact of performing arts festivals on tourism development: analysis of participants' motivation, quality, satisfaction and loyalty

“…With regard to festivals, specifically performing arts, if the quality of the participant's experience is perceived positively, it will lead to the participant's satisfaction, which in turn will also contribute to their loyalty, the "key ingredient" for the success of this type of event (Amorim et al, 2019). Thus, it is up to the event organisers to analyse and evaluate the performance of the event in order to improve the quality of the service, influencing the whole process of evaluation of the festival by the participant.…”

“…Regarding festivals, specifically performing arts, if participants are motivated to choose this type of festival they perceive the festival as having a higher quality, that is, when participants choose these festivals for their concept, their motivation seems to be more focused on quality and the context of the experience, as well as the interaction with other participants and with the people who provide all the experience (Amorim, Jiménez-Caballero, & Almeida, 2019).…”

“…Several studies have analysed the relationship between quality and satisfaction, noting that the quality perceived by the individual is a precedent of satisfaction (Amorim et al, 2019, Appiah-Adu, Fyall &, Singh, 2000Baker & Crompton, 2000;Chen & Chen, 2010;Chen & Tsai, 2007;Heung & Cheng, 2000;Kozak & Rimmington, 2000;Lee, Graefe, & Burns, 2004;Wu and Ai, 2016). Felsenstein and Fleischer (2003) emphasise that the tourism product is the result of a combination of several factors, in which tangible and intangible aspects overlap, and that is essential for the tourist sector to be aware of the consumers' satisfaction, therefore, a constant development in the industry, and the crucial creativity in this process is needed.…”

“…According to Amorim et al (2019), in the context of performing arts festivals, the participants will only be satisfied with the festival if they realise that it has quality. Oliver (1999) suggested that loyalty could be defined as a hierarchy that evolves from cognition (e.g., perceived quality), from affection (e.g., satisfaction) and from a conative component (intention or commitment to consume) to a concept of behavioural loyalty called action loyalty.…”

“…Concerning festivals, the loyalty of the participants is essential for the success of this type of tourist attraction in the various destinations where they take place (Lee, 2014;Wu et al, 2014;Yang et al, 2011). Concerning performing arts festivals, a study carried out by Amorim et al (2019) on the role of quality mediator and satisfaction between motivation and loyalty, showed that the motivation to choose a performing arts festival will lead to a greater perception of quality by the tourist and, consequently, will lead to greater satisfaction, which, in turn, will also contribute to their loyalty, a crucial element for the success of this type of event.…”