The Effects of Quality and Satisfaction on Awareness and Behavioral Intentions: Exploring the Role of a Wine Festival

This study examines how festivals can promote wine products and wineries and influence customer behavioral intentions. Specifically, this research proposes a theoretical model, focusing on the relationships among (1) perceived festival quality, (2) satisfaction with the wine festival, (3) subsequent...

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Bibliographic Details
Published in:Journal of travel research 2008-02, Vol.46 (3), p.279-288
Main Authors: Yuan, Jingxue (Jessica), Jang, SooCheong (Shawn)
Format: Article
Language:English
Subjects:
Consumer behavior
Festivals
Perceptions
Quality of service
Studies
Tourism
Wineries & vineyards
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Summary:This study examines how festivals can promote wine products and wineries and influence customer behavioral intentions. Specifically, this research proposes a theoretical model, focusing on the relationships among (1) perceived festival quality, (2) satisfaction with the wine festival, (3) subsequent awareness of local wines and wineries, and (4) future intentions to buy local wine products and to visit wineries. A structural equation modeling analysis reveals that attendee evaluation of festival quality positively influences satisfaction with the festival, and that satisfaction exerts a positive and direct influence on awareness of local wines and wineries. Festival quality appears not to directly affect behavioral intentions, whereas satisfaction and awareness have positive and direct relationships with intentions. Mediator functions of satisfaction and awareness are also discussed. This study extends previous research by specifically considering ways in which service quality and satisfaction with a wine festival bring about product awareness and behavioral intentions.
ISSN:0047-2875
1552-6763
DOI:10.1177/0047287507308322