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Macau wine festivalscape: Attendees’ satisfaction and behavioural intentions

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This article explores festivalscape factors at an international wine and dine festival in Macau, a Special Administrative Region (SAR) of the People’s Republic of China. The main goal of this study is to assess satisfaction with various festivalscape factors and identify the relations between the festivalscape construct and behavioural intention. The article also explores whether festivalscape factors are influenced by attendee attributes. The study found that festivalscape scores had significant positive effects on perceived value for money, overall satisfaction and intention to revisit. Perceived value for money and overall satisfaction had significantly positive effect on intention to revisit and becoming a repeat visitor. The findings provide valuable insights into the festivalscape factors that influence repeat visitation to an emergent cultural-type event in greater China. We also present recommendations for the growth of the city wine and dine festival, so as to help promote and diversify Macau as a world tourism and leisure centre.
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Keywords: China; Macau; festivalscapes; servicescapes; tourism; wine

Document Type: Research Article

Affiliations: 1: Bournemouth University 2: University of Minnesota Tourism Center 3: University of Macau

Publication date: 01 September 2018

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  • Hospitality & Society is an international multidisciplinary social sciences journal focusing upon hospitality and exploring its connections with wider social and cultural processes and structures. The journal welcomes submissions from various disciplines and aims to be an interactive forum expanding frontiers of knowledge and contributing to the literature on hospitality social science. Articles that stimulate debate, discussion and exchange across disciplines are welcomed, as well as review essays or short topical pieces that are provocative and problematic in nature.
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