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One Destination and Two Events: A Comparative Analysis on Perceived Value, Satisfaction, and Intention to Revisit

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Although many previous studies have recognized festivals and special events as an important area in hospitality research, there has been little research attempting to understand attendee's behavior by comparing different themed festivals or events. Traditionally, researchers have focused on a single event or festival rather than understanding and comparing different themed events together. The purposes of this study are threefold: 1) To examine the relationships among three components: perceived value, satisfaction, and intention to revisit, 2) To compare the results of causal relationships among three components from two festivals in the same destination, and 3) To provide any managerial implication. A research model is proposed and tested by causal relationships among those factors. The theoretical background is explained in the literature review. All hypotheses were supported at the significant level (p<0.05) except H7: There are significant differences between the two proposed models of festival (i. e., arts and food). The findings of this study can help stakeholders of destinations better understand attendee's behavior and develop festivals that can attract more business.
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Keywords: AFFECTIVE; ATTENDEES' BEHAVIOR; COGNITIVE; CONATIVE; FESTIVAL; SMART PLS

Document Type: Research Article

Publication date: September 13, 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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