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

Autori
Marković, Suzana ; Dorčić, Jelena ; Pudić, Maria

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of 6th Global Business Conference / Hair, Joe ; Krupka, Zoran, Vlašić, Goran - Zagreb : Institut za inovacije, 2015, 136-146

Skup
6th Global Business Conference

Mjesto i datum
Šibenik, Hrvatska, 30.09.2015. - 03.10.2015

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

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

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA