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An Empirical Study of Behavioral Intentions in the Food Festival: The Case of Macau |
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| Authors: | Hung-Che Wu Jose Weng-Chou Wong Ching-Chan Cheng |
| Affiliation: | 1. Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Avenida Wai Long, Taipa, Macau, People's Republic of Chinawecannotgoanywhere@gmail.com;3. Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Avenida Wai Long, Taipa, Macau, People's Republic of China;4. Department of Food &5. Beverage Management, Taipei College of Maritime Technology, No. 212, Yen-Ping N. Rd., Sec. 9., Taipei City, Taiwan 111, Republic of China |
| Abstract: | 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. |
| Keywords: | multi-dimensional and hierarchical model festival quality visitor satisfaction behavioral intention food festival |