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Analysis of the effect of festival quality on visitors’ satisfaction and behavioral intentions of the local food festiva (CROSBI ID 630784)

Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija

Marković, Suzana ; Dorčić, Jelena ; Pudić, Maria Analysis of the effect of festival quality on visitors’ satisfaction and behavioral intentions of the local food festiva // Proceedings of 6th Global Business Conference / Hair, Joe ; Krupka, Zoran, Vlašić, Goran (ur.). Zagreb: Institut za inovacije, 2015. str. 136-146

Podaci o odgovornosti

Marković, Suzana ; Dorčić, Jelena ; Pudić, Maria

engleski

Analysis of the effect of festival quality on visitors’ satisfaction and behavioral intentions of the local food festiva

Local food festivals are interesting tourism attractions that have a significant impact on creating a destination image. There has been much research regarding the relationship between service quality, satisfaction and behavioral intentions in different service fields. However, compared to other fields, there is a lack of studies that investigate these relationships in the event management area. This paper aims to: (a) assess the perceived festival service quality attributes ; (b) identify factor structure of perceived festival service quality ; (c) determine the relationship between festival service quality dimensions, overall visitors’ satisfaction and behavioral intentions ; (d) access impact of overall visitors’ satisfaction on behavioral intentions. Data was collected from a sample of 94 visitors of “15th Festival of asparagus” held as a 1-day event in April 2015 in Lovran (Croatia). In order to achieve the study goals, data was analyzed using descriptive and multivariate statistical analysis. Four festival quality factors of “information adequacy and program”, “food”, “staff” and “facilities” were identified. The results showed that among four factors, only the value of “facilities” significantly influenced on visitor satisfaction. The best predictors of behavioral intentions were “information adequacy and program” and “facilities”. As expected, and as seen in previous studies, the impact of visitors’ satisfaction on behavioral intentions is confirmed. This study provides interesting findings that could help organizers to provide high level of festival quality, enhance visitors’ satisfaction and influence on their positive behavioral intention.

food festival; festival satisfaction; behavioral intentions; factor analysis; multiple regression analysis

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Podaci o prilogu

136-146.

2015.

objavljeno

Podaci o matičnoj publikaciji

Proceedings of 6th Global Business Conference

Hair, Joe ; Krupka, Zoran, Vlašić, Goran

Zagreb: Institut za inovacije

1848-5152

Podaci o skupu

6th Global Business Conference

predavanje

30.09.2015-03.10.2015

Šibenik, Hrvatska

Povezanost rada

Ekonomija