Examining the festival attributes that impact visitor experience, satisfaction and re-visit intention

The purpose of this study was to examine the impacts of a downtown festival’s attributes (programs, amenities and entertainment quality) on visitors’ overall experience, their levels of satisfaction and intentions to return. A theoretical model depicting the relationships among festival attributes,...

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Bibliographic Details
Published in:Journal of vacation marketing 2009-10, Vol.15 (4), p.323-333
Main Authors: Cole, Shu Tian, Chancellor, H. Charles
Format: Article
Language:English
Subjects:
Festivals
Marketing
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Summary:The purpose of this study was to examine the impacts of a downtown festival’s attributes (programs, amenities and entertainment quality) on visitors’ overall experience, their levels of satisfaction and intentions to return. A theoretical model depicting the relationships among festival attributes, experience quality, overall satisfaction and revisit intention was examined using path analysis. The fi nal model suggests entertainment quality of the festival had the strongest impact on visitors’ overall experience at the festival, their satisfaction and intentions to return. All three festival attribute categories studied had direct impacts on visitors’ overall experience, but only entertainment quality directly contributed to visitor satisfaction and re-visit intention. Implications and limitations of the study were also discussed.
ISSN:1356-7667
1479-1870
DOI:10.1177/1356766709335831