CHAPTER 2 LITERATURE REVIEW
2.9 Theories and Concept about Tourists ’ Satisfaction towards Festivals
Voorhees, 2015; Lillrank et al., 2018; Zeithaml, 1988). Therefore, hypothesis is as follow;
H2: Experience economy has positively influence on behavior intention (figure 2.5)
Figure 2.5 The Relationship Experience Economy and Behavioural Intention in Local Food Festival
and attributes (for example, price, promotion, and advertising) within the provider’s control to increase visitor satisfaction (Cole & Illum, 2006; Yoon et al., 2010). In addition, conceptual satisfaction is generally defined as a tourist’s expectations or the needs that the tourists meet (Han, Back, & Barrett, 2009; Mannell & Iso-Ahola, 1987). The prior experiences are described as consumers’ experiences with product or service providers. Furthermore, satisfaction referred to a judgment of which service or product was providing a delightful level of a fulfillment of consumption that consisted of over and under fulfillment levels (Kim, Vogt, & Knutson, 2015; Oliver, 1996).
According to Oliver (1993), satisfaction was the individual made to a definite exchange, reflecting the relation of tourists’ expectations and perceptions of services and products that they received. Therefore, the satisfaction level of consumers felt formal resulting from likening a product had perceived outcomes or performances in violation of consumers’ expectations (Skogland & Siguaw, 2004).
Precisely, festival satisfaction focuses on fulfilling visitors’ feelings that they receive from festivals or events (Kim et al., 2015). This is an expectation that the tourists’ satisfaction with offered food can provide the opportunity increasingly the visitor recommendation to food festivals. Moreover, it can increase the chance of returning or revisiting the food festivals after the initial experience. The festival’s satisfaction has been arranged and organized for an overall tourist satisfaction due to the festival quality and program, including activities (Wong et al., 2015).
Satisfaction was emphasized that it was not characteristic of products or services, but, as an alternative, satisfaction principally consisted of the consumer’s perceptions of the products or services attributes that related to an individual (Gray &
Boshoff, 2004). The tourists expressed their levels of satisfaction variously even the products and services were the similar encounter (Ueltschy, Laroche, Eggert, & Bindl, 2007; Westbrook, 1980).
Festival satisfaction is essential to understand and concern because it builds on a total tourist experience based on information (advertising, promotion, and price) and attributes (Yoon et al., 2010). To support the concept of festival satisfaction, McDowall (2011) explained that festival satisfaction was a total of experiences that the attendees had during the festivals. Alternatively, Yoon et al. (2010) and Teas (1993) undertook that overall satisfaction with the operation was a function of a
consumer’s quality assessment. Moreover, Baker and Crompton (2000) proposed that the festival managers needed to focus on an evaluative resource to measure the satisfaction level of visitors or attendees and perceived quality. Especially in festival management of business studies, positive quality is a critical element that influences festival satisfaction considerably (Lee et al., 2011; Özdemir & Çulha, 2009).
Tourists’ satisfaction in this study can be referred to as the overall experiences of food tourists who consume and visit food events or festivals. Festival satisfaction has been related to overall satisfaction; therefore, this study is based on the festival’s adequate power that the perceived quality aspects will evaluate (Wong et al., 2015; Yoon et al., 2010) to this topic, as shown in table 2.11.
Table 2.11 The Example of Food and Beverage Festival Studies Analysing Festival Satisfaction
Authors, Year
Food Festival Name
Identified
Aspects Significant Results Lee et al. (2017) The case of a food
and wine festival.
Experiential consumption and satisfaction.
The result found that consumer return on investment has a positive influence on overall satisfaction with international food and wine festival.
Hattingh and Swart (2016)
Food and wine event in Cape Town
Expectation, Satisfaction (meet needs)
The results indicated the five most important visitor motives were a mix of physiological motives which included wine tasting (which was found to be the main motive), to enjoy the food, to relax and enjoy
Authors, Year
Food Festival Name
Identified
Aspects Significant Results a different environment (escape), to spend time with family and friends as well as to see the live shows by celebrity chefs.
Wong et al.
(2015)
Macau Food Festival
Festival quality, image, and satisfaction
The festival
management is increase image, quality, and improve the satisfaction and emotion of
attendees in order to achieve a loyalty towards the food festivals.
Kim et al. (2015) Food festival in the southwest United States
Quality festival satisfaction
The differentiation across satisfaction, involvement, intention and perceived value, to revisit.
Jung et al. (2015) Food and drink festival
Festival attribute qualities,
experience e quality,
satisfaction level and revisit intention
The result represented the relationships among festival attribute
qualities, experience quality, satisfaction level and revisit intention.
Kim et al. (2014) Southern food festival
Quality festival satisfaction
The results were indicated that apathetic
Authors, Year
Food Festival Name
Identified
Aspects Significant Results attendees, satisfied spenders, and tentative tag-a-longs and there were important differences in their perceived values and satisfactions.
Mohi (2013) Food festivals in Macau
Festival satisfaction
The result revealed that the experience for visitors to revisit the food festival through festive satisfaction.
Yuan and Jang (2008)
Exploring the Role of a Wine Festival
Quality festival satisfaction and behavioral intention.
The result revealed that attendees’ evaluation of festival quality
positively impacts satisfaction with the festival, and that satisfaction utilizes a positive and a direct impact on awareness of local products.
The reviewed literature presented that many studies examined the festival satisfaction (table 2.11) that had various relationships between tourists’ behavior and behavioral intention for visitors to revisit as a loyalty. Furthermore, most studies focused on quality festival satisfaction, which positively and directly impacts awareness of local food. Moreover, quality festival satisfaction can improve the emotion and satisfaction of attendees to achieve loyalty towards the food festivals.
To stress the event’s quality dimensions, particularly the quality festival area.
This research will provide food exhibitors, providers, and organizers with more insight into realizing the festival’s loyalty. In addition, the providing helpful information can be used by the marketing managers who hold and design festival products. Therefore, the researcher studies the dimensions of the quality festival as the literature to this topic, as shown in table 2.12.
Table 2.12 The Dimensions of Quality of Festival Literature
Authors, year Factors Dimensions
Culha (2020) Festival Quality Program, information services, food, facility, and staff
Kang, Miller, and Lee (2019)
Festival Quality Program, time, environment, staff, access, food, and entertainment
Marković, Racz, and Mijoč (2018)
Festival Quality Program, food, staff, and facility
Lee et al. (2017) Festival Quality Food, staff, location, Aesthetics, Escapism, and service
Sally Kim, Lee, and Lee (2017)
Festival Quality Program, convenience, Esthetics, and location
Akhoondnejad (2016) Festival Quality Food, price, staff, environment, design, location, facility, organizing
Aziz, Anuar, Hamid, and Izhar (2016)
Festival Quality Program, entertainment, food, staff, location, facility, and food value
Wu and Ai (2016) Festival Quality Program, interaction, physical environment, access, and outcome
Authors, year Factors Dimensions Hannonen and Väänänen
(2015)
Festival Quality
Convenience, staff, facilities, entertainment, and comfort amenities
Markovic, Dorcic, and Krnetić (2015b)
Festival Quality
Program and facility, information adequacy, food, staff, and
satisfaction and loyalty
Wu et al. (2014) Festival
Quality
Program, physical environment, interaction, access, festival image and outcome
Mohi (2013) Festival
Quality
Program ,interaction quality, physical environment, outcome, and access
Anil (2012) Festival
Quality
Program, staff, location, food, souvenir, and accessibility Chen, Lee, and Lin (2012) Festival
Quality
Program, staff, information availability, facilities, convenience, and comfort amenities
Yoon et al. (2010) Festival
Quality
Program, souvenir, food, and facility
Yoon et al. (2010) discovered that programs, souvenirs, food, and facility are positively meant to festival value. This improves festival satisfaction directly towards loyalty. The festival program was the measurement initiated as the most important antecedent of value. Culha (2020) identified five quality dimensions: program, information services, food, facility, and staff. He also discovered that the festival quality predicted the festival experiences significantly affect tourists’ satisfaction.
Kang et al. (2019) also represented seven quality dimensions: program, time, environment, staff, access, food, and entertainment; the study found that residency and gender have relationships with the attendees’ perceived festival qualities.
There were two unique dimensions of the context that influenced visitors’
satisfaction and loyalty.
Marković et al. (2018) proposed four quality dimensions: Program, food, staff, and facility. The results contributed to FESTPERF dimensions through the festival development of the attendees’ satisfaction and loyalty towards the local food festival in terms of a small scale. Lee et al. (2017) used a scale for measuring the festival attributes. They discovered six main factors (food, staff, location, Aesthetics, Escapism, and service) that are significant factors to assist the managers and the organizers in increasing the attendees’ satisfaction and intentions. Kim et al. (2017) studied four dimensions: Program, convenience, esthetics, and location. The study showed that festival quality significantly impacted visitors’ behavioural intentions to revisit directly. Akhoondnejad (2016) noted eight festival quality dimensions (food, price, staff, environment, design, location, facility, and organizing) influenced perceived satisfaction quality and value. Finally, Aziz et al. (2016) studied seven festival quality dimensions: program, entertainment, food, staff, location, facility, and food value.
They found that seven attributes positively affect the attendees’ satisfaction with the food festival. Wu and Ai (2016) also investigated five-quality dimensions (program, interaction, physical environment, access, and outcome); they found that five dimensions affect visitors’ satisfaction significantly. Hannonen and Väänänen (2015) revealed that festivalgoers were most satisfied with the festival program, the leading indicators of five quality dimensions (Convenience, staff, facilities, entertainment, and comfort amenities). They also explained that facilities, convenience, ancillary services, and marketing should be improved. Markovic et al.
(2015b) found that five quality dimensions (program and facility, information adequacy, food, staff, and “satisfaction and loyalty) had high reliability on the FESTPERF scale. Therefore, it is suitable for use in local food festivals, and the quality measurement contributes to the visitors’ satisfaction and loyalty. Wu et al.
(2014) examine the relationship between satisfaction and six festival quality dimensions (program, physical environment, interaction, access, festival image, and outcome).
The result found that a physical environment is confirmed and favourable to the visitors’ satisfaction. Mohi (2013) looked at five quality aspects: the program, the quality of interactions, the physical setting, the outcome, and access. The study discovered an excellent link between festival quality and satisfaction in the food festival. In a small local event, Anil (2012) investigated six quality dimensions:
program, staff, site, food, keepsake, and accessibility. The results revealed three dimensions related to the environmental dimensions: products or food, accessibility, and festival capacity. These three factors affect attendees’ satisfaction and loyalty.
Chen et al. (2012) identified six quality factors (program, staff, information availability, facilities, convenience, and comfort amenities). The study reveals that festival quality factors affect the visitor experience. There is a complex range of attributions that affect the attendees’ experience.
In addition, Yoon et al. (2010) studied five festival dimensions (program, souvenir, food, and facility). The result is revealed that the quality dimensions influence perceived value. This affects visitors’ satisfaction and their loyalty to the festival. Therefore, this study will examine the six festival quality dimensions:
program, food, convenience, information service, and outcome quality, which factors related to the local food festival. Therefore, the mentioned researchers study the festival quality in the context of food festival quality dimensions are needed to examine the local food festival because of strongly affected satisfaction and loyalty.