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Assessing Festival Attendees' Behavioral Intentions Through Perceived Service Quality and Visitor Satisfaction

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This study examines the festival attributes with the most significant impact on attendee quality perception, and subsequently the relationship between quality, satisfaction, and the likelihood that attendees would revisit and recommend the festival to others. Data were collected via self-completed questionnaires at Worcester city with particular focus on Worcester festival, which is an annual community festival staged for 2 weeks in the summer. Perceptions of attendees were analyzed and the findings support the view that festival attributes determine perceived quality and that quality has effect on satisfaction and behavioral intentions. This study contributes towards the understanding of festival attendee service quality perception, satisfaction, and subsequent behavioral intentions. The research implications were discussed and recommendations for future research and industry managers were made.
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Keywords: BEHAVIORAL INTENTIONS; FESTIVALS; QUALITY ATTRIBUTES; SERVICE QUALITY

Document Type: Research Article

Publication date: April 1, 2016

More about this publication?
  • Event Management, an International Journal, intends to meet the research and analytic needs of a rapidly growing profession focused on events. This field has developed in size and impact globally to become a major business with numerous dedicated facilities, and a large-scale generator of tourism. The field encompasses meetings, conventions, festivals, expositions, sport and other special events. Event management is also of considerable importance to government agencies and not-for-profit organizations in a pursuit of a variety of goals, including fund-raising, the fostering of causes, and community development.
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