Festival quality,self-connection,and bragging

Festivals provide opportunities for experiential consumption, attracting both first-time and repeat visitors. However, current understanding of the perceptual and behavioural differences between these groups remains incomplete. This study investigates how experiential purchase quality influences experience self-connection and braggart word-of-mouth, for both first-time and repeat visitors, using a mixed-method approach. The qualitative (n = 32) and quantitative (n = 909) results together reveal that the combinations of experiential purchase quality dimensions stimulating experience self-connection and braggart word-of-mouth in repeat visitors differ significantly from those for first-time visitors, emphasising the need for festival managers to pay close attention to how different visitor groups perceive and prioritise experiential purchase quality dimensions. The findings thus extend current understanding of how braggart word-of-mouth emerges in an experiential consumption context.     

Examining Relationships among Expo Experiences,Service Quality,Satisfaction, and the Effect of the Expo: The Case of the Expo 2012 Yeosu Korea

The enduring legacy of a mega-event can be the unique opportunities it provides for visitors. Thus, focusing on the visitors’ experiences should be a priority for the tourism industry. Festivals and mega-events are typical experiential products that provide high-quality experiences in the field of tourism. This study examines Pine and Gilmore's concept of the experience economy in the context of a mega-event. Specifically, the relationships among Expo experience, quality, satisfaction, and the effect of the Expo 2012 Yeosu Korea are examined. This study empirically tests whether the Expo experience and Expo quality influence visitor satisfaction. It also investigates whether visitor satisfaction influences the effect of the Expo. A self-administered survey was conducted for visitors (N?=?377) of the Expo. The results of testing Pine and Gilmore's concept of the experience economy reveal that among four dimensions, esthetic experience followed by entertainment experience were the most important experiences influencing visitor satisfaction. The results also show that the effect of the Yeosu Expo was determined by Expo satisfaction. However, the findings indicate that educational and escape experiences were not closely related to satisfaction for Expo visitors.     

Satisfaction or Quality Comes First: An Empirical Analysis

This article assesses and compares two different models that include (a) the relationships of quality dimensions with satisfaction and associated intended future behavior and (b) the relationships of satisfaction with quality dimensions and associated intended future behavior for visitors who attended entertainment events/shows at two venues. A structural analysis of 8,446 responses provided by the Charlotte Regional Visitors Authority in Charlotte, North Carolina, suggests that both models are statistically acceptable and some significant relationships are found among satisfaction, three quality dimensions (the entertainment show offered, the services associated with the venue, and the treatment by staff), and intended future behavior. A brief comparison of the two models is discussed in terms of the structural relationships, the strengths, and the values of goodness-of-fit indices. The findings may contribute to the conceptual development of the existing literature as one of the first few works to study satisfaction, quality, and future behavior intentions in the entertainment and event area. The article ends by providing practical facilitation of related managerial directions in the entertainment industry and suggests directions for future research.     

Experiencing culture in attractions,events and tour settings

This paper develops a measurement scale for cultural experiences across different contexts, including attractions, events and tours, in Hong Kong. Four dimensions of experience (cognitive, conative, affective and novelty) are identified through structural equation modelling. The scale is applied to compare visitor- and context-related influences on the experience and on subsequent behavioural intentions. We find that the conative dimension of experience elicits the highest experience scores from visitors, but affective experiences are more significant in distinguishing between different experience contexts and visitor groups. The strongest experiences were attributed to event contexts, followed by tours, and finally permanent attractions. The experience is also enhanced when various sites are combined by visitors to provide a ‘destination journey’.     

INVESTIGATING DIFFERENCES IN ANTECEDENTS TO VALUE BETWEEN FIRST‐TIME AND REPEAT FESTIVAL‐GOERS

This study aimed to capture the underlying quality dimensions (value antecedents) that distinguish between first‐timers and repeaters and that cultivate festival loyalty. Structural relationships were analyzed across the quality dimensions, value, and loyalty for first‐time and repeat visitors. Structural equation modeling revealed that program and convenient facilities alone were antecedents to value for repeaters, whereas food and souvenir, as well as program and convenient facilities, were value antecedents for first‐timers. Specifically, repeat visitors showed stronger relationships on program value and convenient facility value than did first‐time visitors. On the other hand, first‐time visitors associated more strongly with relationships on food value and souvenir value than did repeat visitors. This distinction resulted in a stronger value‐loyalty relationship for repeat visitors than for first‐time visitors. These findings contribute to the understanding of festival‐attendee behavior and thus, provide researchers and practitioners with insights into how to design a festival in such a way that promotes repeat visitors.     

Holding or not holding a mega-event: case of the F1 Korea Grand Prix

This study aims to estimate visitors’ consumption benefits using the double-bounded dichotomous choice contingent valuation method. The results of this study show that the per capita consumption benefit of the F1 Korea Grand Prix, a study context used in this study, were approximately US$307 and then, the total aggregated economic value generated by the event was US$49,262,301 in 2011. These results indicate that visitors of the F1 Korea Grand Prix perceive huge economic benefits from their visitation and activities during the event. In addition, the results show that prior visit experience and a sport identification are significantly associated with visitors’ perceived consumption benefits while other variables (e.g. age, gender, nationality, automotive club membership) are not. Several theoretical, practical, and methodological implications of this study are discussed.     

An Empirical Study of Behavioral Intentions in the Food Festival: The Case of Macau

The behavioral intentions of visitors play an important role in predicting future profits in the food festival. The purpose of this study is to identify the dimensions of festival quality and examine the interrelationships between behavioral intentions and the other constructs related to behavioral intentions as perceived by visitors to the food festival using structural equation modeling (SEM). The dimensions of festival quality are built and a multi-dimensional and hierarchical model is used as a framework to synthesize the effects of festival quality and visitor satisfaction on behavioral intentions of visitors to the Macau Food Festival (MFF). The findings of this study are based on SEM analysis of a convenience sample of 428 respondents. The findings reveal that there are four primary dimensions and 11 sub-dimensions of festival quality in the MFF.     

The Influence of Travel Motives on Visitor Happiness Attending a Wedding Expo

Events are an important motivator in travel and tourism, therefore contributing to related benefits at the tourism destination. This study presents the findings of a structural equation model used to investigate the factors that motivate visitors attending a Wedding Expo and how these travel motives influence their happiness. A self-administered questionnaire was distributed to visitors attending the Wedding Expo in Johannesburg, South Africa. The data from 375 (N) eligible questionnaires was captured and analyzed using SPSS. From the study’s findings, managerial recommendations were made with the aim of maximising the happiness of visitors attending the Wedding Expo. The study found that satisfaction with life and happiness of visitors attending a Wedding Expo is enhanced more by the event’s attributes/attractiveness and enhancement of kinship/relationship than by the event’s novelty. The research contributes to the literature related to events management, happiness, and marketing management in tourism.     

The Impact of a Mega Event on Visitors’ Attitude Toward Hosting Destination: Using Trust Transfer Theory

Despite the popularity of festivals and events, event managers and the hosting countries are not certain whether a successful event leads to favorable attitudes toward the hosting country. This study based on trust transfer theory considers the impact of attitude toward a mega event on attitude toward the hosting country. The study also examines two dimensions of perceived value related to the Shanghai Expo and their influences on attitude toward the event. The study finds that both emotional and functional dimensions of value offered by the Expo are important for evaluation of the event, although functional value is considered more important than emotional value. Supporting trust transfer theory, the study shows that attitude toward a mega event influences attitude toward the hosting country. The study also finds that both attitude toward a mega event and attitude toward the hosting country have a positive impact on visitors’ intentions to revisit China.     

An examination of the effects of motivation on visitors' loyalty: case study of the Golestan Palace,Tehran

This study investigates a causal relationship between three motivational dimensions, three evaluative constructs (perceived value, experience quality and satisfaction) and destination loyalty. A total of 389 respondents completed a survey conducted at a main World Heritage Site - Golestan Palace- in Tehran. Using structural equation modeling (SEM) technique, the results show that the effect of motivation on loyalty occurs by its certain dimension(s), through mediating evaluative variables. That is, the quality of experience has a direct effect on perceived value and perceived value has a direct effect on satisfaction and an indirect effect on loyalty. Satisfaction also has a direct effect on loyalty. The findings are expected to help heritage managers understand heritage visitors and adopt effective marketing strategies for target segments.     

Learning about the real-world in MICE education: The case of exhibition learning from Thailand

Abstract

The use of experiential learning in tourism and hospitality education is well-documented in literature. Experiential learning studies in this field may include, for example, internship experiences, field trip perceptions, conferences, and social events. However, there is still insufficient literature to understand students’ learning and their real-world experience in MICE education, especially in the exhibition sector. This study, therefore, addresses this gap by reporting the experiential learning of graduate students in an event course with the objectives to investigate student perceptions on academic learning experiences and the development of work-related skills by carrying out the exhibition project. Students are challenged to perform a complicated task as a real exhibition organizer, and to deal with other stakeholders of the exhibition industry (e.g., exhibition venue, exhibitors, contractors, and visitors). The experiential learning method is discussed through the Plan-Do-Check-Act (PDCA) process. The results indicate that students not only gained in-depth learning about the exhibition industry, but also developed important work skills (e.g., teamwork, planning, and coordinating skills). Moreover, classroom learning, industry visits, and real-world experience are found to be the important factors contributing to exhibition learning. The current study contributes to the limited exhibition learning literature and provides event educators new insights into the teaching and learning of exhibition-based projects in regard to how students plan, learn and carry out the exhibition event through the case of Thailand. Other similar courses may apply the learning processes and results of this study to develop effective experiential learning in MICE education.     

Segmentation of Mega Event Motivation: The Case of Expo 2010 Shanghai China

The purpose of this study was to examine the motives of Chinese nationals who attended the Expo 2010 in Shanghai, China, and to understand their perceptions about service quality, satisfaction, and behavioral intentions. The results of this study revealed six motivation factors and three mutually exclusive clusters based on their motives. In particular, the “multipurpose experience seekers” showed more favorable service quality perceptions and higher satisfaction than their counterparts. The three segments based on their motivation also demonstrated significant differences in selected sociodemographic variables, which could be used effectively by the event organizers. Marketing implications and suggestions for attracting visitors to a mega event were presented.     

The role of authenticity,experience quality,emotions, and satisfaction in a cultural heritage destination

ABSTRACT

Recent studies have shown the increasing importance of affective and subjective variables, such as experience quality, authenticity, and emotions in the formation of tourist satisfaction. This paper is a pioneer in jointly analysing the influence of authenticity in its double dimension, experience quality, and emotions variables on satisfaction in a cultural context. This study uses the structural equation modelling approach (Partial Least Square) and shows the direct and positive influence of objective and existential authenticity on the quality of the experience, as well as the direct and positive influence of the quality of experience on emotions. It is highly relevant to focus on both cognitive and affective dimensions of authenticity to improve the quality of the tourists’ experience. No previous studies in the literature examine the possible relationships between the different dimensions of authenticity on the quality of the experience and on emotions. The work reveals the importance of such variables in generating greater tourist satisfaction with the visited destination.     

Integrating the tourist gaze with the social servicescape: Implications for creating memorable theme park experiences

This research examines how the social servicescape-directed gaze (i.e., perceptions of similarity, appearance, and behavior of other customers) influences theme park visitors’ affective states and experiences. A quantitative, survey-based research design was adopted with a total of 561 theme park patrons participating in the study. Results of structural equation modeling analyses reveal that similarity and behavior positively affect visitors’ feelings of arousal and curiosity, which in turn contribute to memorable theme park experiences. Other visitors’ appearances, however, are not a significant predictor of affect/experience. From a theory standpoint, this research represents a first attempt to study the tourist gaze at theme parks and makes a unique contribution by integrating the three dimensions of the social servicescape with the theoretical lens of the tourist gaze. Practically, this research provides suggestions for theme park management to create more memorable experiences by leveraging the social servicescape-directed gaze among visitors.     

Visitors' loyalty to religious tourism destinations: Considering place attachment,emotional experience and religious affiliation

This study investigates the influence of visitors' place attachment and emotional experience on destination loyalty. Furthermore, religious affiliation was examined as a moderator within the model. Survey data from Attur Feast attendees (n = 812) were analysed using a series of multiple regression analyses to test proposed hypotheses. Visitors' emotional experiences were found to mediate the effect of place attachment dimensions (i.e., place identity and place dependence) on loyalty. Additionally, visitors' religious affiliation was found to moderate place attachment and emotional experience effects on destination loyalty. Furthermore, visitors' religious affiliation moderates only the indirect effect of place dependence on destination loyalty via emotional experience and this effect was strongest for Christian visitors compared to Hindu or Muslim visitors. In sum, we found that perceived emotional experiences mediate the relationship between place attachment and destination loyalty. Implications, limitations and directions for future research are offered.     

Tradeoffs Among Social,Resource, and Management Attributes of the Denali Wilderness Experience: A Contextual Approach to Normative Research

Wilderness experiences are thought to be comprised of three primary dimensions, including social, resource, and management conditions. Decisions about how to manage wilderness recreation in Denali National Park and Preserve involve potential tradeoffs among these conditions. This study extends the normative approach to wilderness research by developing and applying a decision-making model that considers social, resource, and managerial attributes of the wilderness experience within a more holistic context. Specifically, stated choice analysis is used to evaluate the choices overnight wilderness visitors make when faced with hypothetical tradeoffs among the conditions of social, resource, and management attributes of the Denali wilderness. Study findings offer normative, but contextually informed empirical guidance in formulating indicators and standards of quality for the wilderness experience.     

Delighted or Satisfied? Positive Emotional Responses Derived from Theme Park Experiences

This study uses cognitive appraisal theory (CAT) to explain why some visitors may be delighted and others satisfied having had similar experiences, as well as the respective effects of these two outcomes on revisit intentions. A survey (n = 645) of visitors to a theme parks showed that tourists’ different evaluations of their experience on certain appraisal dimensions proposed by CAT, such as the degree of goal realization, goal relevance, and novelty, led to either delight or satisfaction. Tourists’ level of loyalty intentions also varied systematically with their particular emotional response. These findings provide practitioners with an understanding of how to design favorable experiences for their customers.     

A visitor flow management process for touristified archaeological sites

In recent decades the number of visitors to archaeological sites has increased exponentially. This increase has generated both negative and positive impacts. This article proposes a Visitor Flow Management Process (VFMP) that aims to minimize the negative impacts and enhance the benefits visitor flows can have in touristified archaeological sites. Although several proposals for visitor management frameworks exist for natural protected areas, for archaeological sites there are only isolated strategies and actions. Following a review of the literature on the visitor impacts and visitor management strategies implemented in 11 touristified archaeological sites around the world, 96 visitor management measures were identified, classified and synthesized into a three stage-process: (1) Restrict the number of visitors; (2) Redistribute visitor flows in time and space and (3) Interpret the archaeological site considering the mass influx of visitors. VFMP is a useful tool for heritage site managers dealing with mass tourism, whose implementation can contribute to reducing damage to heritage and enhancing the quality of the visitor experience.     

The mediation of information technology on visitors’ experience at a cultural heritage site

This study identifies perceptual differences between the experiences of using an interactive ubiquitous access tourism service (U-tourism service) at a cultural heritage site and on-site participation-driven services. An interactive U-tourism service, “Hwaseong Haenggung Histour”, a smart phone application, was developed and implemented for this study. The study found (a) visitors who experienced the U-tourism service showed higher recognition on such dimensions as education, novelty, entertainment and fellowships, regarded as important components of on-site experiences, than those who joined on-site participation-driven services and (b) young visitors who used the interactive U-tourism service recorded higher in the dimensions of both education and novelty than those who joined on-site participation-driven services and showed higher satisfaction. These findings provide strong justification for the introduction of U-tourism services, particularly for young visitors. This study contributes to the understanding of a fast-growing and influential electronic tool for cultural heritage sites.     

Mortality salience – shedding light on the dark experience

ABSTRACT

Mortality salience, a key term in Terror Management Theory, refers to self-awareness of one’s vulnerability and ultimate mortality. This exploratory study, based on psychology and tourism literature, clarifies the degree to which a visit to a heritage site of death and atrocities evokes mortality salience as well as the relationship between mortality salience and various dimensions of the visit experience. The findings indicate that not only was mortality salience evoked during the visit, it is also an important component in understanding the motivation to visit dark sites, the emotional experience of the visit, and the impact of the visit on visitors. We therefore propose that the conceptualization and management of a death-centered heritage site can be enriched by the integration of sense of mortality salience. Additionally, the high Cronbach’s alpha suggests that the study can provide an initial basis for a scale to quantitatively measure Mortality Salience.