Service quality perception and satisfaction: Buying behaviour prediction in an Australian Festivalscape

Johan Bruwer

    Research output: Contribution to journalArticle

    38 Citations (Scopus)

    Abstract

    The study was conducted on 358 attendees at a major wine festival in Australia. A positive relationship between quality perception and overall satisfaction constructs exists. New insight to festivalscape knowledge is provided through the first‐time and repeat visitor dynamic as predictor of actual buying behaviour. Higher percentage of repeat visitors correlates with higher likelihood of (wine) buying. Overall satisfaction is a stronger predictor of buying behaviour than any individual service quality dimension and of these quality dimensions overall. Repeat visitors, 35 years and older, are the highest yielding visitor group from a financial viewpoint. First‐time visitors are more short‐term oriented in their planning when making the final decision to attend the event.
    Original languageEnglish
    Pages (from-to)76-86
    Number of pages11
    JournalInternational Journal of Tourism Research
    Volume16
    Early online date27 Jul 2012
    DOIs
    Publication statusPublished - 2014

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