VISITORS’ SATISFACTION, PERCEIVED QUALITY, AND BEHAVIORAL INTENTIONS: THE CASE STUDY OF EXIT FESTIVAL
DOI:
https://doi.org/10.2298/IJGI1902123PKeywords:
cultural event, music festival, tourist satisfaction, EXIT, EXITSerbiaAbstract
Events organized to promote the cultural values of destinations increase tourism diversity and activities. Over 2000 different events are organized annually in Serbia, and music festivals are the most visited. One of them is EXIT festival. The EXIT festival is one of the biggest cultural and social projects running in Serbia based on the concept of modern European festivals. For the past eighteen years, Novi Sad has been hosting one of the largest, or even the largest international event in Serbia, which has attracted over 200,000 visitors, half of whom are foreign visitors. This study explored the relationships between the perceived quality of festival performance and experience factors (traffic and information, hygiene and safety, culture and art, socialization, infrastructure and products and services), behavioral intention and the overall visitor’s satisfaction intending to test a mediating role of the overall visitor’s satisfaction. For this purpose, data were collected from a sample of 557 EXIT festival visitors in Novi Sad in July 2016.
Article metrics
References
Alegre, J., & Garau, J. (2010). Tourist Satisfaction and Dissatisfaction. Annals of Tourism Research, 37(1), 52–73. https://doi.org/10.1016/j.annals.2009.07.001
Ali, L., Yee, W. F., Imm, N. S., & Akhtar, M. S. (2018). Price fairness, guest emotions, satisfaction, and behavioral intentions in peer to peer accommodation sector. Journal of Global Business Insights, 3(2), 41–51. https://doi.org/10.5038/2640-6489.3.2.1035
Arcodia, C., & Whitford, M. (2007). Festival Attendance and the Development of Social Capital. Journal of Convention & Event Tourism, 8(2), 1–18. https://doi.org/10.1300/J452v08n02_01
Ayazlar, R. A., & Ayazlar, G. (2015). The festival motivation and its consequences: the case of the Fethiye International Culture and Art Festival, Turkey. Journal of Tourism and Hospitality Management, 3(2), 53–75. https://doi.org/10.15640/jthm.v3n2a4
Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785–804. https://doi.org/10.1016/S0160-7383(99)00108-5
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. http://dx.doi.org/10.1037/0022-3514.51.6.1173
Baum, T., & Hagen, L. (1999). Responses to Seasonality: The Experiences of Peripheral Destinations. International Journal of Tourism Research, 1(5), 299–312. https://doi.org/10.1002/(SICI)1522-1970(199909/10)1:5<299::AID-JTR198>3.0.CO;2-L
Besermenji, S., Pivac, T., & Wallrabenstein, K. (2009). Significance of Authentic Ambience of Petrovaradin Fortress on the Attractiveness of EXIT Festival. Geographica Pannonica, 13(2), 66–74. https://doi.org/10.5937/GeoPan0902066B
Bladen, C., Kennell, J., Abson, E., & Wilde, N. (2018). Events Management: An Introduction (2nd ed.). Abingdon, UK: Routledge.
Blešić, I., Pivac, T., Djordjević, J., Stamenković, I., & Janićević, S. (2014). Cultural Events as Part of Cultural Tourism Development. Case Study: Sombor and Apatin (Serbia). Acta Geographica Slovenica, 54(2), 381–390. http://dx.doi.org/10.3986/AGS54406
Blešić, I., Pivac, T., Stamenković, I., Besermenji, S., & Marković, S. (2014). Investigation of Visitor Motivation of the Exit Music Festival (The Republic of Serbia). Revista de turism - studii si cercetari in turism, 18, 8–15. Retrieved from http://revistadeturism.ro/rdt/article/view/145
Bowen, D., & Clarke, J. (2002). Reflection on Tourism Satisfaction Research: Past, Present and Future. Journal of Vacation Marketing, 8(4), 297–308. https://doi.org/10.1177/135676670200800401
Budiarta, S. I., & Fachira, I. (2017). Customer loyalty: the effects of service loyalty and the mediating role of customer satisfaction study case: PT Sabda Alam hotel. Journal of Business and Management, 6(2), 250–261. Retrieved from http://journal.sbm.itb.ac.id/index.php/jbm/article/viewFile/2158/1130
Chang, J. (2006). Segmenting Tourists to Aboriginal Cultural Festivals: An Example in the Rukai Tribal Area, Taiwan. Tourism Management, 27(6), 1224–1234. https://doi.org/10.1016/j.tourman.2005.05.019
Chi, G. Q., & Qu, H. (2008). Examining the Structural Relationships of Destination Image, Tourist Satisfaction and Destination Loyalty: An Integrated Approach. Tourism Management, 29(4), 624–636. http://dx.doi.org/10.1016/j.tourman.2007.06.007
Christou, P., Sharpley, R., & Farmaki, A. (2018). Exploring the Emotional Dimension of Visitors’ Satisfaction at Cultural Events. Event Management, 22(2), 255–269. https://doi.org/10.3727/152599518X15173355843389
Cole, S. T., & Illum, S. F. (2006). Examining the mediating role of festival visitors’ satisfaction in the relationship between service quality and behavioral intentions. Journal of Vacation Marketing, 12(2), 160–173. https://doi.org/10.1177/1356766706062156
Crotts, J. C., & Erdmann, R. (2000). Does National Culture Influence Consumers’ Evaluation of Travel Services? A Test of Hofstede’s model of Cross-Cultural Differences. Managing Service Quality, 10(6), 410–419. https://doi.org/10.1108/09604520010351167
Dolnicar, S., Coltman, T., & Sharma, R. (2013). Do satisfied tourists really intend to come back? Three concerns with empirical studies of the link between satisfaction and behavioral intention. Journal of Travel Research, 54(2), 152–178. https://doi.org/10.1177/0047287513513167
Felsenstein, D., & Fleischer, A. (2003). Local Festivals and Tourism Promotion: The Role of Public Assistance and Visitor Expenditure. Journal of Travel Research, 41(4), 385–392. https://doi.org/10.1177/0047287503041004007
Getz, D. (2008). Event tourism: Definition, evolution, and research. Tourism Management, 29(3), 403–428. http://dx.doi.org/10.1016/j.tourman.2007.07.017
Gursoy, D., Kim, K., & Uysal, M. (2004). Perceived Impacts of Festivals and Special Events by Organizers: An Extension and Validation. Tourism Management, 25(2), 171–181. http://dx.doi.org/10.1016/S0261-5177(03)00092-X
Hadžić, O., Nedeljković Knežević, M., & Pivac, T. (2018). Menadžment održivog razvoja kulturnog turizma-stejkholderski pristup [Management of the sustainable development of cultural tourism – stakeholder approach]. Novi Sad, Serbia: University of Novi Sad, Faculty of Sciences, Department of Geography, Tourism and Hotel Management.
Kim, B. (2015). What facilitates a festival tourist? Investigating tourists’ experiences at a local community festival. Asia Pacific Journal of Tourism Research, 20(5), 1005-1020. https://doi.org/10.1080/10941665.2014.957222
Kovačević: Exit privredi doneo 13,94 miliona evra [Kovacevic: Exit to the economy brought 13.94 million euros] (2016, August). Radio-televizija Vojvodina. Retrieved from http://www.rtv.rs/sr_lat/vojvodina/novi-sad/kovacevic-exit-privredi-doneo-13-94-miliona-evra_743078.html
Kozak, M. (2001). Comparative Assessment of Tourist Satisfaction with Destinations Across Two Nationalities. Tourism Management, 22(4), 391–401. http://dx.doi.org/10.1016/s0261-5177(00)00064-9
Laing, J., & Mair, J. (2015). Music Festivals and Social Inclusion – The Festival Organizers’ Perspective. Leisure Sciences, 37(3), 252–268. https://doi.org/10.1080/01490400.2014.991009
Lee, T. H., & Hsu, F. Y. (2011). Examining How Attending Motivation and Satisfaction Affects the Loyalty for Attendees at Aboriginal Festivals. International Journal of Tourism Research, 15(1), 18–34. https://doi.org/10.1002/jtr.867
Liang, Y., Illum S. F., & Cole S. T. (2008). Benefits Received and Behavioural Intentions of Festival Visitors in Relation to Distance Travelled and Their Origins. International Journal of Event Management Research, 4(1), 12–23. Retrieved from http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.558.6589
Maneenetr, T., & Ha Tran, T. (2014). Developing Cultural Tourism through Local Festivals a Case Study of the Naga Fireball Festival, Nong Khai Province, Thailand. Mediterranean Journal of Social Sciences, 5(23), 734–741. https://doi.org/10.5901/mjss.2014.v5n23p734
Nunnally, J. C. (1978). Psychometric theory. New York, NY: McGraw-Hill.
Oklobdžija, S. (2015). The Role of Events in Tourism Development. BizInfo Journal, 6(2), 83-97. https://doi.org/10.5937/BIZINFO1502083O
O’Sullivan, D. (2012). Public events, personal leisure. In S. Page & J. Connell (Eds.), The Routledge handbook of events (pp. 87–103). Abingdon, UK: Routledge.
Özdemir, G., & Çulha, O. (2009). Satisfaction and loyalty of festival visitors. Anatolia, 20(2), 359–373. https://doi.org/10.1080/13032917.2009.10518914
Pavluković, V., Armenski, T., & Alcántara-Pilar, J. M. (2017). Social impacts of music festivals: Does culture impact locals' attitude toward events in Serbia and Hungary? Tourism Management, 63, 42-53. https://doi.org/10.1016/j.tourman.2017.06.006
Pike, S., Bianchi, C., Kerr, G., & Patti, C. (2010). Consumer-based brand equity for Australia as a long-haul tourism destination in an emerging market. International Marketing Review, 27(4), 434–449. https://doi.org/10.1108/02651331011058590
Pivac, T., Kovačević, D., & Garača, V. (2007). The Role of the Music Festival Exit on the Social and Cultural Life in the Balkan Region in the Post-war Period. In S-C. Jung (Ed.), Proceedings of the 8th International Joint World Cultural Tourism Conference (pp. 217–222).
Pivac, T., Blešić, I., Stamenković, I., & Besermenji, S. (2011). Event management and consumer satisfaction in tourism industry. African Journal of Business Management, 5(34), 13240–13248. https://doi.org/10.5897/AJBM11.1641
Raj, R., & Vignali, C. (2010). Creating Local Experiences of Cultural Tourism Through Sustainable Festivals. European Journal of Tourism, Hospitality and Recreation, 1(1), 51–67. Retrieved from https://iconline.ipleiria.pt/bitstream/10400.8/426/1/7_ejthr_vol1_issue1_creating_local_experiences.pdf
Rittichainuwat, B. N., Qu, H. L., & Mongknonvanit, C. (2002). A Study of the Impact of Travel Satisfaction on the Likelihood of Travelers to Revisit Thailand. Journal of Travel and Tourism Marketing, 12(2/3), 19–43. https://doi.org/10.1300/J073v12n02_03
Robinson, M., Picard, D., & Long, P. (2004). Introduction – Festival tourism: Producing, Translating a Consuming Expressions of Culture(s). Event Management, 8(4), 187–189. https://doi.org/10.3727/1525995031436836
Saha, P., & Nath, A. (2017). A Conceptual Framework of Festival Visitors’ Behavioral Intentions. Proceedings of the Management International Conference, Italy, 275–284. Retrieved from http://www.hippocampus.si/ISBN/978-961-7023-71-8/27.pdf
Simon, A., Parker, A., & Stockport, G. (2018). The Relationship of Hygiene, Motivator, and Professional Strategic Capabilities to the Performance of Australian Music Festival Event Management Organizations. Event Management, 22(5), 767–783. https://doi.org/10.3727/152599518X15299559637680
Song, H., Li, G., van der Veen, R., & Chen, J. L. (2011). Assessing mainland Chinese tourists' satisfaction with Hong Kong using tourist satisfaction index. International Journal of Tourism Research, 13, 82–96. https://doi.org/10.1002/jtr.801
Szmigin, I., Bengry-Howell, A., Morey, Y., Griffin, C., & Riley, S. (2017). Socio-spatial authenticity at co-created music festivals. Annals of Tourism Research, 63, 1–11. https://doi.org/10.1016/j.annals.2016.12.007
Sotiriadis, M. (2017). Experiential Dimensions and Their Influence on Behavioral Intentions Within the Context of Nature-Based Tourism. Tourism and Hospitality Management, 23(1), 35–50. https://doi.org/10.20867/thm.23.1.7
Tian-Cole, S., Crompton, J. L., & Wilson, V. L. (2002). An empirical investigation of the relationships between service quality, satisfaction and behavioral intentions among visitors to a wildlife refuge. Journal of Leisure Research, 34(1), 1–24. https://doi.org/10.1080/00222216.2002.11949957
Qu, K. (2017). The impact of experience on satisfaction and revisit intention in theme parks: An application of the experience economy (Graduate Theses and Dissertations). Retrieved from https://lib.dr.iastate.edu/cgi/viewcontent.cgi?article=6616&context=etd
Veloso, C. M., Magueta, D. M., Fernandes, P. O., & Ribeiro, H. (2017). The effects of customer satisfaction, service quality and perceived value on behavioural intentions in retail industry. Proceedings of the Economic and Social Development, Croatia, 330–342. Retrieved from https://search.proquest.com/openview/931fbe01f4df598774edd018a43a1e5e/1?pq-origsite=gscholar&cbl=2033472
Wong, J. & Law, R. (2003). Difference in shopping satisfaction levels: a study of tourists in Hong Kong. Tourism Management, 24(4), 401–410. https://doi.org/10.1016/S0261-5177(02)00114-0
Wu, H-C., Wong, J. W-C., & Cheng, C-C. (2014). An empirical study of behavioral intentions in the food festival: The Case of Macau. Asia Pacific Journal of Tourism Research, 19(11), 1278–1305. https://doi.org/10.1080/10941665.2013.844182
Yeoman, I., Robertson, M., Ali-Knight, J., Drummond, S., & McMahon-Beattie, U. (Eds.). (2004). Festival and Events Management: An International Arts and Culture Perspective. Retrieved from https://www.sciencedirect.com/book/9780750658720/festival-and-events-management
Yoon, Y., & Uysal, M. (2005). An Examination of the Effects of Motivation and Satisfaction on Destination Loyalty: A Structural Model. Tourism Management, 26(1), 45–56. https://doi.org/10.1016/j.tourman.2003.08.016
Yuksel, A., Yuksel, F., & Bilim, Y. (2010). Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty. Tourism Management, 31(2), 274–284. https://doi.org/10.1016/j.tourman.2009.03.007
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2019 Journal of the Geographical Institute “Jovan Cvijić” SASA
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
