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How Festival Experience Quality Influence Visitor Satisfaction? A Quantitative Approach

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  • Marković Suzana

    (University of Rijeka, Faculty of Tourism and Hospitality ManagementOpatija, Croatia)

Abstract

The purpose of research presented in this paper is to determine how selected characteristics of a city event affect the satisfaction of visitors. In particular, the aim is to identify factors related to event atmospherics that determine visitor satisfaction in the city destination in continental part of Croatia. For this purpose, questionnaire was created based on previously conducted research by Bitner (1992), Oliver (1980, 1997), Baker and Crompton (2000), and Lee, Lee, Lee, and Babin (2008). It comprised measures for assessing event atmospherics, visitor satisfaction, and demographic characteristics of the respondents. The research was conducted among visitors of a city event that takes place every year during December 2018. A total of 191 questionnaires were obtained during the one-month period. Principal component analysis was utilised to determine the factor structure of city event atmospherics. In addition, multiple regression analysis was conducted to determine which factors may serve as predictors of visitor satisfaction in city event context. As a result, the analyses revealed four factors related to city event atmospherics. In addition, these factors positively and significantly affected visitor satisfaction, indicating that they have important role in determining visitor satisfaction in a city event context. These findings can contribute to the knowledge advancement of the city events, their influence on tourist satisfaction, and consequently, to better understand specific groups of visitors as well as establish efficient marketing and promotion strategies.

Suggested Citation

  • Marković Suzana, 2019. "How Festival Experience Quality Influence Visitor Satisfaction? A Quantitative Approach," Naše gospodarstvo/Our economy, Sciendo, vol. 65(4), pages 47-56, December.
    • Handle: RePEc:vrs:ngooec:v:65:y:2019:i:4:p:47-56:n:5
    DOI: 10.2478/ngoe-2019-0019
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    References listed on IDEAS

    as
    1. Verhoef, Peter C. & Lemon, Katherine N. & Parasuraman, A. & Roggeveen, Anne & Tsiros, Michael & Schlesinger, Leonard A., 2009. "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, Elsevier, vol. 85(1), pages 31-41.
    2. Gentile, Chiara & Spiller, Nicola & Noci, Giuliano, 2007. "How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer," European Management Journal, Elsevier, vol. 25(5), pages 395-410, October.
    3. Hamed Taherdoost, 2016. "Validity and Reliability of the Research Instrument; How to Test the Validation of a Questionnaire/Survey in a Research," Post-Print hal-02546799, HAL.
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    experience; event experience; visitor satisfaction; multivariate statistical analysis; event tourism;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development

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