Service Quality Perception and Satisfaction in a New Zealand Festivalscape: Buying Behavioural Effects

Johan Bruwer

Research output: Contribution to journalArticle

19 Citations (Scopus)
14 Downloads (Pure)

Abstract

This study identified three festival scape dimensions, namely generic festival features, specific events and comfort amenities, and entertainment features, as indicators of quality perception. A strong relationship between the quality perception and satisfaction constructs could not be found, similar to other studies. The study was conducted on 389 attendees at a major wine festival in the Hawke's Bay Region of New Zealand. The research provides new insight to festivalscape knowledge in that it identifies the first-time and repeat visitor dynamic as a predictor of actual buying behavior at a festival. The higher the percentage of repeat visitors, the higher the likelihood of (wine) buying. The festival's entertainment features are a stronger predictor of buying behavior than generic festival features or specific events and comfort amenities. Repeat visitors, 35 years and older in age, are the highest yielding visitor group from a financial viewpoint. First-time visitors are far more short-term oriented than repeat visitors in their planning when making the final decision to attend the festival event.
Original languageEnglish
Pages (from-to)61-77
Number of pages17
JournalTourism Analysis
Volume18
Issue number1
DOIs
Publication statusPublished - Jan 2013

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