The effect of community attachment on cultural festival visitors' satisfaction and future intentions

This paper explores the characteristics of multicultural festival visitors on the basis of their attachment to a certain culture or a cultural community, and examines the influences of this attachment on levels of overall satisfaction and future intentions. Two distinctive types of visitors to cultural festivals are recognised based on their attachment to the culture of the festival. A total of 420 valid questionnaires from three multicultural festivals in Korea were collected. This study found that community attachment, defined as an attachment to a certain culture or a cultural community, had significant impacts on intention to revisit and positive word-of-mouth (WOM). Visitors who are attached to an ethnic culture or a cultural community are more likely to revisit and spread positive WOM than people who are not attached. The paper concludes that community attachment influences cultural festival visitors' future intentions, and can be used as a predictor of the relationship between satisfaction and future intentions. From the results of the study, strategic marketing and management implications, based on community attachment, are suggested to increase repeat visitation and attract more visitors through positive WOM.     

Factors that Affect the Levels of Tourists' Satisfaction and Loyalty towards Food Festivals: a Case Study of Macau

The present study investigates the factors that affect tourists' satisfaction towards food festivals and explores whether tourists intend to revisit and/or recommend food festivals to others. Based on personal interviews with 40 study subjects, eight factors that affect their satisfaction levels were identified: location and accessibility, food, venue facility, environment/ambiance, service, entertainment, timing and festival size. The majority of tourists were satisfied with the Macau Food Festival and intended to revisit and recommend it to others. The presented findings have practical implications for food festival organizers to further attract food tourists. Copyright © 2011 John Wiley & Sons, Ltd.     

On commodification: volunteer experiences in festivals†

This paper is about the creation of non-commodified volunteer experiences, for tourists and local volunteers participating in festivals. How is the tourist experience created when most of the traditional tourism demands are not fulfilled? And what are the experiences and how do they relate to different ‘regimes of value’? The experience context includes tourists who work together with locals voluntarily in a festival, where the volunteers pay for their own travel, food, overnight stay, and work for free. To gain more knowledge on the volunteers is important because local cultural life becomes more festivalized, most festivals are reliant on the involvement of volunteers, and the festivals gain an important role in an economy where even small places are engaged in branding [Löfgren, O. 2003. The new economy: A cultural history. Global Networks, 3, 239–254]. This paper uses a qualitative approach. Interviews were conducted (n?=?23) and participants were observed during four festivals in Finnmark, Norway. Nothing in the experiences was facilitated, and the experience creation occurred in the work tasks together with volunteer colleagues. It was like a holiday experience, without a stream of commodified moments. It was a value creation that could be seen as authentic and real, created in the interaction between the local and visiting volunteers.     

Understanding the residents’ social impact perceptions of an African Cultural Festival: the case of Macufe

ABSTRACT

The Macufe is one of the Africa’s largest cultural festivals, and takes place annually in Bloemfontein, South Africa. This 10-day event attracts approximately 140,000 attendees, meaning that the residents have to share facilities and services with tourists. The effects of such interactions can be both positive and negative. Community members are stakeholders in any tourism ventures that take place in their area, meaning that their goodwill is of utmost importance. Therefore, the social impacts of this event should be well managed to foster community support. For this reason, a quantitative study was done to determine residents’ social impact perceptions towards the event. A total of 425 questionnaires were completed by willing residents who lived in proximity to festival activities. From an exploratory factor analysis, four factors were extracted, namely community enhancement, community degradation, tourism growth and increased public spending and interaction. It was found that the event does not generate significant levels of positive social impacts, and that the negative social impacts are viewed almost equal to the positive social impacts. This was one of the first social impact perception studies done on an African arts festival, which contributes to the sustainable management of such crucial events.     

The cooperation model between tourism development and traditional culture: new perspectives on regional context

This study provides new insights on regional context that culminate in a proposed model of the elements determining the development stage of regional cultural tourism. In-depth interviews were conducted with 25 regional participants, collecting data on tourist arrivals, investors, and residents' attitudes in the Sanyi region, Taiwan. Responses, especially those who are not economically dependent on the tourism industry, had negative attitudes toward the increase in tourists. Even so, most responses support cultural tourism development and are willing to participate in tourist festivals. Overall, investment responses preferred preserving traditional culture and less commercial activities. Results expressed the sense that developing tourism can also help preserve and allow more visitors a chance to experience the traditional culture. It is shown that Sanyi is in the third stage, advanced commodification, of the process of creative destruction, with signs that it is moving into the fourth stage, early destruction. The model emphasizes that the increasing number of tourists and positive attitudes of the residents can stimulate the introduction of investors and the development stage of regional cultural tourism. Managerial implications are provided for cultural tourism driven economic development and planning.     

An Empirical Analysis of Synthesizing the Effects of Festival Quality,Emotion, Festival Image and Festival Satisfaction on Festival Loyalty: A Case Study of Macau Food Festival

This study aims to examine the interrelationships among the festival quality dimensions, festival quality, emotion, festival image, festival satisfaction and festival loyalty. Analysis of data from 454 attendees in the 12^th Macau Food Festival indicates that the proposed model fits the data. The result of this study will assist festival management in developing and implementing market‐orientated service strategies to increase quality and image, and enhance the emotion and satisfaction of attendees in order to attain their loyalty toward food festivals. Copyright © 2014 John Wiley & Sons, Ltd.     

Who Pays More for a Cultural Festival,Tourists or Locals? A Certainty Analysis of a Contingent Valuation Application

Cultural festivals are one of the most common representations of diversification strategies in tourist demand in cities boasting abundant historical heritage. The goal of this work is to estimate the economic value allocated by tourists and local residents to a classical music festival in the emblematic city of Santiago de Compostela (Spain). The contingent valuation method is used to ascertain whether there are any significant differences between the value declared and to study the sensitivity of the findings in a range of socio‐economic variables. Finally, the problems of hypothetical bias are explored, as are the possible implications for management of pricing policies. Copyright © 2011 John Wiley & Sons, Ltd.     

Producing a sense of meaningful place: evidence from a cultural festival in Hong Kong

Festivals are social and cultural phenomena that represent the living culture of a local community. However, studies on festivals have mainly focused on the economic contributions to the community and place. Relevant studies that probe into the intertwined relationship between festivals and uniqueness of place and locale are lacking. To fill this gap, this study explores the extent to which festivals contribute to the construction of a sense of place and its respective locality. Based on a case study of the Cheung Chau Bun Festival, a community-based local festival in Hong Kong, this study examines place-related conceptions associated with community festivals. In-depth interviews were conducted to investigate local residents' perceptions of festival meanings and the underlying relationships with the construction of place uniqueness. Findings suggest that festivals are among the possible elements that can contribute to the ontological construction of the place. Three underlying themes of festival meanings, namely, religion and heritage, social bonding, and imagined locality, are crucial elements attributing to the sense of place that eventually shape the identification of a unique place. Therefore, festivals are a potential channel through which the history of a community can be narrated and a sense of place uniqueness can be established.     

Exploring tourists' nostalgic experiences during culture festivals: the case of the Sung Chiang Battle Array

This study uses the means-end chain (MEC) approach with fuzzy conceptualization and incorporates Kano's model to elicit perceptions of nostalgic experiences and to explore preferences for Sung Chiang Battle Array (SCBA) cultural festivals. We provide a hierarchical value map that fuses attribute–consequence–value chains and Kano's model to distinguish the relationships between the factors of nostalgic experience and tourist satisfaction. Fuzzy linguistics is adopted to address the ill-defined nature of tourists' linguistic judgements so that they can be interpreted for the proposed MEC. By applying the ‘laddering' technique to interviews with 178 tourists, the resulting linkages strengthen the ability to probe outcomes and values and to derive a cognitive representation of nostalgic meanings. The findings of this research imply that, overall, tourists experience three different dominant perceptual orientations for nostalgic experiences in SCBA cultural festivals: ‘Learning and the challenge of a new experience', ‘Culture and art appreciation', and ‘The link between history and emotion'. The study's findings have implications for researchers and practitioners interested in nostalgic tourism.     

Residents’ attitudes to tourists visiting their mosques: a case study from Istanbul,Turkey

Resident perception of tourism impacts has been one of the most studied areas of tourism. However, there is an extremely limited literature on resident perceptions of religious tourism development, especially in non-Western countries. This study investigated the attitudes of local residents toward tourists visiting four important mosques in Istanbul, Turkey and their perception of religious tourism development. All residents surveyed were practicing Muslims who prayed in a mosque at least once a year. We found that, in general, local residents are supportive of tourists visiting their mosque, but the level of support may differ based on the demographic and cultural background of the residents as well as on the number of tourists visiting the mosque.     

Segmentation by genres: the case of the Aardklop national arts festival

The purpose of this study was to distinguish between genre supporters and non‐genre supporters at the Aardklop National Arts Festival. This was done to determine genre supporters' individual needs and wants so that effective marketing strategies can be developed and the festival programme can be designed to attract more genre supporters. Previous research indicated that the future of festivals is dependent on the number of show tickets sold and festivals therefore need to attract more genre supporters. To achieve this goal, a questionnaire survey (N = 495) was conducted, where afterwards independent t‐tests were used to determine the differences between visitors who attend the different ticketed shows/productions and those who do not. Results showed that genre attendees and non‐attendees differ significantly based on socio‐demographic and behaviour characteristics, which gave a comprehensive profile of the two types of visitors at the festival. This method proved to be successful especially in increasing ticket sales. Marketing and management implications for effectively targeting genre supporters were also indicated. Copyright © 2010 John Wiley & Sons, Ltd.     

Perception and attitude of Hong Kong hotel guest‐contact employees towards tourists from Mainland China

In recent years, the majority of arrivals to Hong Kong, which were once dominated by the Western and Japanese markets, were replaced by arrivals from Mainland China. The number of tourists from Mainland China has overtaken others to become the largest single market for the territory. With its increasing significance, providing quality service to these visitors becomes crucial to the success of the tourism industry and of the hotel industry in particular. Unfortunately, the satisfaction rating of the Mainland visitors on hotel services in Hong Kong is reported to be relatively low when compared to those given by other major markets. It is suspected that the perception and attitudes of the service staff may influence their behaviour in serving customers. As such, this study conducted a survey questionnaire with 228 guest‐contact employees of hotels in Hong Kong. Results indicate that most respondents have a fairly positive perception towards the Mainland tourists in relation to the economic and financial benefits that they bring to Hong Kong. However, a majority of the respondents express negative perception and attitudes towards these tourists in respect to their appearance, personalities and behaviour. Despite some respondents indicating that they exhibit different service behaviour towards visitors from Mainland China and other countries, no major significant differences in their perception and attitudes were found in this study. It is recommended that various types of cross‐cultural training, such as sensitivity training and role playing, would be helpful to guest‐contact employees in enhancing their ability to be more objective and more tolerant of other people's behaviour. This study concludes that hotel employees, especially those who work as front‐line staff, must remain aware of their subjective judgments when dealing with guests and be more accepting of others. Copyright © 2007 John Wiley & Sons, Ltd.     

A model of wine tourist behaviour: a festival approach

The study constructs a temporal model of wine tourist behaviour on the basis of the social psychologist' theory of consumer attitudes and related concepts with regard to past behaviour, satisfaction, perceived value and behavioural intentions. More importantly, this study added two dimensions to this model by proposing that satisfaction and perceived value had an impact on the attendees' intentions (i) to visit a local winery and (ii) to buy local wine products. Using a path analysis approach and data collected from the attendees at a regional wine festival, the study examined the above relationships. The results of this path analysis can be summarised as: (i) past behaviour influenced the intention to revisit and the level of perceived value, but had no effect on the level of satisfaction; (ii) perceived value strongly affected the level of satisfaction; (iii) satisfaction had a strong impact on future intentions to revisit and also an effect on intentions to visit local wineries and to buy local wine products; and (iv) perceived value affected the intentions to revisit the festival and to visit local wineries but did not influence the intentions to buy local wines. It is believed that the results of the present study will be useful to organisers of wine festivals and/or wine tourism developers. Copyright © 2008 John Wiley & Sons, Ltd.     

Cultural comparison of tourists' safety perception in relation to trip satisfaction

Although safety and security are seen as a priori for a prosperous tourism industry in any destination, safety and security perception and its influence on tourist behaviour have received limited empirical attention from researchers. This study investigated tourists' perception of the safety and security of a destination in relation to the level of satisfaction with their trip, using Turkey and its visitors as a case in point. The stepwise regression analysis was employed to investigate the relationship between trip satisfaction, safety and security‐related variables, existence of product or service failure, and selected demographic variables. Results showed that positive perception of Turkey's hygiene and health, and safety and security helped visitors to have greater trip satisfaction, especially if they stayed longer and enjoyed their trip without any product or service failure; however, German tourists and tourists with a secondary school degree are more likely to have less trip satisfaction. Practical implications and future research suggestions are discussed. Copyright © 2009 John Wiley & Sons, Ltd.     

Cultural tourism in an ethnic theme park: tourists’ views

The quest for cultural exoticism has inspired mass Han Chinese visits to regions in China, such as Yunnan, where several ‘ethnic theme parks’ have been developed. Employing surveys, informal interviews, observations and secondary sources, this study explores tourists’ views of their experiences, including their perceptions of cultural authenticity at an ethnic theme park in Yunnan, China. Mixed reactions existed to the experience of park patronage, with greater satisfaction with the overall experience than with the specific qualities and authenticity of park offerings. Most tourists had a favorable view of the site and enjoyed their overall experience. Many appreciated a packaged version of minority cultures. However, some visitors were concerned about misrepresentation, insufficient interpretation, poor service, high costs and inauthentic souvenirs. Tourists’ perceptions of authenticity and their satisfaction were significantly influenced by their individual backgrounds. The study raises important issues concerning management and promotion of ethnic attractions, given that modern tourists may have diverse needs and expectations.     

Towards tourism: a Laotian perspective

This paper reports the findings of a study of the attitudes of residents towards tourism in the District of Viengxay, Lao People's Democratic Republic, where tourism is in its infancy. Based on focus group interviews, the paper analyses the societal and individual attitudes of the residents towards tourists, tourism development and employment in the tourism field. It was found that locals have little understanding of the motivations of tourists for visiting their villages. Villagers look forward to tourism development to bring more communication and fame to their village, as well as to tourism's contribution to the local economy. Community‐mindedness, control and organisation, cultural exchange, understanding and cultural awareness are prime motivators in forming local attitudes towards tourism. Copyright © 2009 John Wiley & Sons, Ltd.     

Festival tourism and production of locality in a small Slovenian town

The article investigates the conditions which contributed to the Slovenian town of Tolmin becoming a ‘festival town’. On the basis of a study of a palette of festivals, the distinction is made between festivals which originate outside the area, are designed to make a profit and therefore involve large numbers, and festivals with a background in locality (in reference to Arjun Appadurai, ‘locality’ is here primarily understood in connection to identification). The article argues that the two festival concepts both contribute to the production of locality, but in different ways.     

‘All that jazz’: the relationship between music festival visitors’ motives and behavioural intentions

ABSTRACT

This exploratory study investigated the relationship between visitors’ behavioural intentions (ex-post) and their motives (ex-ante) for attending a jazz festival. The aim was to discover whether a music festival brings additional intangible benefits. The research followed a quantitative approach by conducting a visitor survey at the Cape Town International Jazz Festival in South Africa. Structural Equation Modelling showed that music festivals have the potential to create benefits beyond the festival itself or the host destination, particularly fostering an appreciation of a music genre, increasing purchasing of music, and boosting music tourism. The findings showed that a music festival could have far-reaching benefits that can contribute to its legacy. It also showed that visitors’ motives have a unique relationship with their behavioural intentions, which emphasizes the need to market the festival accordingly.     

Tourist satisfaction and the souvenir shopping of domestic tourists: extended weekends in Spain

The satisfaction dimensions of domestic tourists when buying souvenirs are studied in relation to the overall satisfaction of the same tourists, a theme that has received little attention in the prior scientific literature. The research data were gathered from interviews with domestic tourists visiting Seville over an extended weekend. The results show that souvenir shopping satisfaction consists of four factors: internal attraction, service differentiation, service provision and external attraction. The last two, moreover, influence the overall tourist satisfaction rates. A discussion of these results and their implications help contribute to a better understanding among both scholars and practitioners of tourist satisfaction.     

Residents’ perceptions of tourism development – implications for small economies business: the case study of Ali Sadr,Iran

Ali Sadr Cave is the world's largest water cave and is a protected national heritage of Iran. This paper examines the residents’ perceptions of tourism development. In total, 250 residents of Ali Sadr village were interviewed. To improve the economic outcomes of the exchange between individuals from various cultural backgrounds, it is important to resolve the conflicts between residents and international tourists. In the management of tourism in the region, the local people who strongly support tourism development are not involved much. This paper concludes with recommendations for tourism managers to improve the economic outcomes of local people through tourism development.