A study of festival switching intentions, festival satisfaction, festival image, festival affective impacts, and festival quality. (October 2016)

• Record Type: Journal Article
• Authors: Wu, Hung-Che; Ai, Chi-Han
• Is Part Of: Tourism and hospitality research. Volume 16:Number 4(2016:Oct.)
• Page Start: 359
• Page End: 384
• Publication Date: 2016-10
• Subjects: Dimensions of festival quality -- festival switching intentions -- festival satisfaction -- multidimensional and hierarchical model -- attendee; Tourism -- Management -- Periodicals; Hospitality industry -- Management -- Periodicals; 338.4791068
• DOI: 10.1177/1467358415610375
• Languages: English
• ISSNs: 1467-3584

Abstract

There is a conceptual gap in the marketing literature, as to date there has been no published empirical research on festival switching intentions, festival satisfaction, festival image, festival affective impacts, and festival quality that have focused in the context of food festivals. This study seeks to fill this conceptual gap by identifying the dimensions of festival quality and empirically examining the interrelationships among festival switching intentions, festival satisfaction, festival image, festival affective impacts, and festival quality. A multidimensional and hierarchical model is used as a framework to synthesize the effects of festival quality, festival affective impacts, festival image, and festival satisfaction on festival switching intentions. Statistical support is found for four primary dimensions and 13 subdimensions of festival quality for food festivals. The hypothesized paths between the higher order constructs—festival quality, festival affective impacts, festival image, festival satisfaction, and festival switching intentions—are confirmed. The results of this analysis contribute to the services marketing theory by providing additional insights into festival switching intentions, festival satisfaction, festival image, festival affective impacts, festival quality, and the dimensions of festival quality. The results of this study will also assist festival management in developing and implementing market-orientated service strategies to increase festival quality and festival affective impacts, enhance festival image and festival satisfaction, and decreasing attendees' switching intentions to other food festivals.