Motivation and Tourists’ Loyalty in Performing Arts Festivals: The Mediator Role of Quality and Satisfaction (original) (raw)
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Tourism & Management Studies
The festivals have had a very positive impact on tourism development, and on the promotion of destinations, they are positioned as important attractive elements that boost tourism in the several regions, as well as its economic and cultural development. This study aimed to analyse the motivation, quality, satisfaction and loyalty of two performing arts festivals participants (Andanças, Portugal and La Sierra, Spain). It followed a quantitative methodology, and questionnaires were applied to the participants of the events under analysis. The results of the test-t indicate that La Sierra festival participants (n=235), compared to Andanças festival participants (n=297), perceive the festival as having more quality (catering, hotel, information and transport), and are more faithful to the festival (even if prices increase). The results obtained contribute to a better understanding of the needs and perceptions of participants who practice festival tourism, particularly in performing arts...
Turizam Znanstveno Strucni Casopis, 2012
Festivals have been proliferating worldwide, and local authorities are either supporting, or organizing small, local festivals to enhance the attractiveness of the destination for non-local visitors. Festivals are also very effective tools for developing destination image, revitalizing economy, culture, traditions, building civic pride, raising funds for special, civic or charitable projects, and providing opportunities for the community to deal with fi ne arts. Th is situation increases the importance of factors related to the satisfaction and loyalty of festival visitors, especially for small and local festivals. Th erefore, drawing on the existing literature and an assumption that festivalscape is the most important contributor to visitors' satisfaction and loyalty in the context of a small, local and municipality organized annual festivals, the present study aims to identify factors related to the festivalscape that determine visitors' satisfaction and loyalty by using a structural equation modeling. Th e study examines several variables as the antecedents of the festival visitors' satisfaction and loyalty such as staff , festival area, food, souvenir, informational adequacy and convenience. As a result of the analysis, the study reveals three dimensions related to the festivalscape environmental factors which are food, festival area, and convenience and examines how these factors aff ect the visitors' satisfaction and, in turn, their loyalty.
PLOS ONE, 2021
This research explains how attributes perceived during the festival celebration generate loyalty in terms of satisfaction. As regard, tangible aspects (festival entertainment and aesthetics) and intangible aspects (escapism and education) shall be differentiated. A theoretical model is proposed, which explains the effects of festival attributes on satisfaction and loyalty through structural equation modelling. The model was estimated with a sample of 440 people attending Weekend Beach Festival in Spain. The research proves the relationship between attributes and loyalty through satisfaction as a moderating variable; likewise, tangible attributes are deemed to have a greater influence on loyalty, specifically, the aesthetic/environment experience.
Journal of the Geographical Institute Jovan Cvijic, SASA, 2019
Events organized to promote the cultural values of destinations increase tourism diversity and activities. Over 2000 different events are organized annually in Serbia, and music festivals are the most visited. One of them is EXIT festival. The EXIT festival is one of the biggest cultural and social projects running in Serbia based on the concept of modern European festivals. For the past eighteen years, Novi Sad has been hosting one of the largest, or even the largest international event in Serbia, which has attracted over 200,000 visitors, half of whom are foreign visitors. This study explored the relationships between the perceived quality of festival performance and experience factors (traffic and information, hygiene and safety, culture and art, socialization, infrastructure and products and services), behavioral intention and the overall visitor's satisfaction intending to test a mediating role of the overall visitor's satisfaction. For this purpose, data were collected from a sample of 557 EXIT festival visitors in Novi Sad in July 2016.
Festival motivation and loyalty factors
Every year hundreds of festivals and host communities around the world face increased competition from both each other and from other entertainment options available to the consumer. It is imperative that festival organizers understand tourist motivations for attending festivals in order to conduct effective festival planning and achieve a more productive festival marketing position and marketing strategy. The purpose of this study is twofold: First, this study attempted to investigate whether festivalscape factors impact attendees’ motivation and loyalty behavior. Additionally, this study attempted to examine whether festivalscape factors are influenced by different types of attendees. Practical implications for festival organizers and marketers include the importance of the customization of operational and marketing strategies depending on their target market (local versus non-local). Academic contributions of this study pertain to the theoretical foundations by validating the impact of festivalscape factors in tourism marketing
Acta Commercii
Post-apartheid South Africa (after 1994) has seen a loss of preferential treatment for Afrikaans by the government in terms of education, social events, media (television and radio) and general status throughout the country because it now shares its place as official language with 10 other languages (News24 2017; SAHO 2018). As a result, the Afrikaans-language festivals came into existence during what could be termed the new 'language struggle' of the 1990s, when the Afrikaans-speaking population began to fear the extinction of its language and culture under the democratic government's 'new South Africa' dispensation and its expressed preference for English (Hauptfleisch 2006; SAHO 2018). Orientation: The escalating number of festivals leads to competition, with festivals finding themselves in the decline phase of their product's lifecycle. In South Africa, many festivals choose to terminate, but in the case of Aardklop, the festivals chose to undergo a rebranding and repositioning process. The question is to what extent did the rebranding process influence visitors' decision to attend the festival? Research purpose: This research determined the key 'festivalscape' and decision-making factors, including the rebranding and repositioning of the festival, and established the relationship between these factors and visitors' loyalty to Aardklop. Motivation for the study: Although Aardklop and its offerings are clearly popular among the public, to date, no research attempts have been made to determine which factors influence visitors' loyalty towards the festival. Research design, approach and method: The research was quantitative, and a survey was conducted in 2017 where 498 completed visitor questionnaires were obtained. Factor analyses identified the main 'festivalscape' and decision-making factors, while structural equation modelling was used to test the relationship between the factors and festival loyalty. Main findings: The results showed that a combination of 'festivalscape' and decision-making factors influence loyalty especially the distinct offerings, festival features and experiences. Practical/managerial implications: Managerial and marketing implications are made outlining how the distinct festival offerings need to be emphasised as they have the most significant influence on festival loyalty. Contribution/value-add: This research contributes to a better understanding of the factors that influence visitor loyalty and how these factors can be managed.
Tourism & Management Studies, 2020
This study, based on systems theory, information processing theory, image theory, stimulus-organism-response theory, and reasoned action theory, was conducted with festival visitors to investigate the effects of key success factors on festival experience, festival image, and festival loyalty. In addition, the effect of key success factors on festival loyalty through the mediator role of festival experience and festival image was investigated. This research developed a model by bringing together festival key success factors, festival experience (emotional and cognitive experience), festival image (emotional and cognitive experience), and festival loyalty. Study data were gathered from participants joining the Orange Blossom Festival in Turkey. Path analysis and structural equation modelling analysis showed that key festival success factors, festival experience, and festival image all significantly increase festival loyalty. Festival experience and festival image both play a mediating role on the effect of key festival success factors on festival loyalty.
Visitor Satisfaction and Loyalty Measurement of a Local Food Festival: Application of FESTPERF Scale
The purpose of this paper is to explore variables and dimensions of festival quality that have significant impact on visitor satisfaction and future behavioral intentions. These issues are addressed within the context of the annual food festival "14 th Festival of Asparagus" held in Lovran, locally known for its seasonal gastronomic offer. To test the FESTPERF scale, a 28-item questionnaire was constructed on conceptual frameworks developed by past research (Yoon et al., 2010; Anil, 2012). In total, 400 questionnaires were distributed and 155 returned, of which 10 were incomplete and omitted from the analysis. In order to achieve the study goals, descriptive and factor analysis was performed. The results of factor and reliability analysis indicate inner consistency of the five extracted factors and the high reliability of the FESTPERF scale. The FESTPERF scale, tested in this study, is suitable for use in local food festivals in gaining easily interpretable and reliable data. The study makes an important contribution to the limited festival service quality, satisfaction and loyalty measurement literature. The study also makes a contribution to practice through the development of the FESTPERF scale for the visitor satisfaction and loyalty measurement of a local food festival which can be used by destination managers to enhance understanding of visitor festival satisfaction and loyalty in the context of a small local food festival.
International Journal of Hospitality Management, 2010
Perceived value is understood to be a precursor of customer satisfaction and loyalty and is itself impacted by product quality. The linkages between quality, value, satisfaction, and loyalty have been gaining increasing attention in the marketing field. Accordingly, this study examines whether quality dimensions have an impact on perceived value, which, in turn, affects satisfaction and loyalty, in the context
Festivalscapes and patrons' emotions, satisfaction, and loyalty
Journal of Business Research, 2008
Despite the enormous impact of major festivals, very little theory exists addressing exactly what makes a festival a marketing success. Linking festivalscapes, patron emotions, satisfaction, and loyalty in a theoretical model, this study employs an on-site survey of more than 500 visitors attending a major international festival to test the theory. The results suggest that controllable environmental characteristics, such as food quality and planned program content, affect patron emotions including consumer satisfaction, and these emotions mediate the impact of the festival environment on loyalty to the festival.