engleski

Empirical validation of demographic characteristics’ role in visitor experience: the case of Zagreb Christmas market

Abstract Purpose – Christmas Markets have become important contributors to the winter tourism activities.They have become popular events, attracting different types of visitors, from young people and families with children, to work colleagues and senior travelers. The purpose of the present research was to examine the potential differences in visitors’ perceptions of the Christmas Market experience with regard to different demographic groups. Methodology – Data were gathered using an on- site questionnaire. The questionnaire measured the event’s atmospherics (ambience, layout/design, service encounter/social interaction), respondents’ emotions, respondents’ event satisfaction, respondents’ event loyalty, and demographic data. Demographic characteristics included gender, age, number of previous visits, level of education, country of residence, marital status, number of people in group, and length of stay. Descriptive analysis and t-test were conducted using data collected from visitors attending the Zagreb Christmas Market during December 2017 and January 2018. Findings – The research findings reveled, in general, similar perceptions of the Christmas Market experience between male and female visitors, as well as between domestic and foreign ones. Contribution – The findings generated from this research can contribute to enabling event and festival managers and marketing organizations to better understand specific groups of visitors as well as to establish efficient marketing and promotion strategies

event experience ; experience measurement ; satisfaction ; loyalty ; demographic characteristics

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