Re-examining the roles of experience quality at festivals: a comparative analysis using SEM and fsQCA

• Published in: International journal of contemporary hospitality management 2023-04, Vol.35 (5), p.1802-1823
• Main Authors: Saha, Parmita, Nath, Atanu, Sit, Kokho (Jason)
• Format: Article
• Language: English
• Subjects: Comparative analysis; Consumers; Festivals; Fuzzy sets; Tourism; Tourist attractions; Validity
• ISSN: 0959-6119; 1757-1049; 0959-6119
• DOI: 10.1108/IJCHM-03-2022-0408

Purpose The purpose of this study is to reexamine the dimensionality and role of experience quality (EQ) to explain other related factors, namely, perceived value, satisfaction and behavioral intention. Using dual methodological approaches of fuzzy set qualitative comparative analysis (fsQCA) and structural equations modeling (SEM), it seeks to establish the EQ’s construct and predictive validity. Design/methodology/approach Grounded in cross-sectional and online research design, the present study surveyed 881 attendees of an annual music festival (Malakoff) held in Norway and subjected the quantitative data to SEM and fsQCA. Findings Both SEM and fsQCA confirmed the socializing and enjoyment dimensions of EQ, with good validity and reliability, as well as the functional and emotional value dimensions explaining visitors’ perceived value of attending a festival. Both statistical analyses also showed that perceived value-derived satisfaction leads to behavioral intention regarding festival visits. Practical implications This study provides numerous valuable consequences for festival organizers, or marketers that can aid in developing effective strategies to measure visitors’ perceived quality of experience and numerous practical implications for festival organizers or marketers can help in developing effective strategies to measure visitors’ perceived quality of experience and then increase value perceptions, satisfaction and behavioral intentions toward attending festivals. Originality/value To the best of the authors’ knowledge, this study is among the first to adopt a dual-dimensional framework to measure EQ in festivals and establish its utility with two statistical approaches (SEM and fsQCA). It also shows the utility of perceived value, initially developed for adventure tourists, to study visitors’ experience with festivals.