Research Article
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The Effect of Festival Quality on Visitors Perceived Value, Satisfaction, andLoyalty: The Case of Internatıonal Mersin Citrus Festival

Year 2015, Volume: 12 Issue: 1, 72 - 84, 01.06.2015

Abstract

The importance of the festival has increased nowadays because of the additives to the city publicity and economy. The increasing importance causes the festivals to take a stronger place in the event industry. To learn the visitors’ intentions and behaviors is important to increase the succeed of the next festivals. This study aims to measure the effect of the festival quality determining program, festival area facilities and information dimensions on the percieved value and satisfaction on loyalty. Therefore, 236 International Mersin Citrus Festival visitors were conducted questionnaries and the model was tested by structural equation modeling (SEM). Acording to the analyses; quality dimensions has positive effects on percieved value and satisfaction, but information dimension doesn’t have any effect on satisfaction. Satisfaction and percieved value has positive effect on loyalty

References

  • Anil, N.K. (2012). “Festival Visitors’ Satisfaction and Loyalty: An Example of Small, Local, and Municipality Organized Festival”. Tourism Original Scientific Paper, 60 (3): 48-61.
  • Argan, M. (2007). Eğlence Pazarlaması, Ankara:Detay.
  • Ayob, N., & Said, A. (2010). "Service Quality and Customer Satisfaction within Festival and Special Event". Sunulan Knowledge Management International Conference, Malaysia.
  • Baker, D. A. ve Crompton, J. L. (2000). "Quality, Satisfaction And Behavioral Intentions", Annals of Tourism Research, 27(3):785–804.
  • Cole, S. T., & Illum, S. F. (2006). "Examining the Mediating Role of Festival Visitors’ Satisfaction in the Relationship between Service Quality and Behavioral Intentions". Journal of Vacation Marketing, 12(2), 160–173.
  • Cole, S. T. (2009). "Examining The Festival Attributes That Impact Visitor Experience, Satisfaction and Re-Visit Intention", Journal of Vacation Marketing, 15(4): 323-333.
  • Cronin, J.J., Brady, M.K., Hult, G.T., 2000. Assessing the effects of quality, value, customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing 76 (2), 193–218.
  • Demirali, Y. E. (1995). "Ölçeklerde Geçerlik ve Güvenirlik", M.Ü. Atatürk Eğitim Fakültesi Eğitim Bilimleri Dergisi, (7): 125–148.
  • Falasi, A. (Ed.). (1987). Time Out of Time: Essasys on the Festival. Albuquerque: University of New Mexico.
  • Felsenstein, D. ve Fleischer, A. (2003). "Local Festivals and Tourism Promotion: The Role of Public Assistance and Visitor Expenditure", Journal of Travel Research, 41(4): 385–392.
  • Getz, D. (2004). Event Management and Event Tourism (2nd Ed.), New York: Cognizant Communication Corporation.
  • Getz, D. (2007). "Event Studies: Theory, Research and Policy for Planned Events", Routledge.
  • Getz, D. (2008). "Event Tourism: Definition, Evolution, and Research", Tourism Management, 29(3): 403–428.
  • Gursoy, D., Kim, K., ve Uysal, M. (2004). "Perceived Impacts of Festivals and Special Events By Organizers: An Extension and Validation", Tourism Management, 25(2): 171–181.
  • Hair, J.F., Anderson, R.E., Tatham, R. L. & Black, W.C. (1995). Multivariate data analysis with readings (4th Edition), Prentice Hall. New Jersey.
  • Hoe, S.L. (2008). Issues and Procedures in Adopting Structural Equation Modeling Technique. Journal of Applied Quantitative Methods, 3(1), 76-83.
  • Huang, L.-C. (2011). "The Measurement for the Service Quality of Rural Wineries". Journal of Marketing Development and Competitiveness, 5(5), 29–45.
  • Kim, S.S., Choi, S., Agrusa, J., Wang, K.C. & Kim, Y. (2010). "The Role of Family Decision Makers in Festival Tourism". International Journal Of Hospitality Management, 29: 308–318.
  • Kline, R. B. (2005). Pricinples and Practice of Structural Equation Modeling (2nd Ed.), New York: Guilford Press.
  • Lee, S. Y., Petrick, J. F., & Crompton, J. (2007). The Roles of Quality and Intermediary Constructs in Determining Festival Attendees’ Behavioral Intention. Journal of Travel Research, 45(4), 402–412.
  • Lee, Y.-K., Lee, C.-K., Lee, S.-K. ve Babin, B. J. (2008). "Festivalscapes and Patrons’ Emotions, Satisfaction, and Loyalty", Journal of Business Research, 61(1): 56–64.
  • Masterman, G., & Wood, E. (2005). Innovative Marketing Communications. Oxford ; Burlington, MA: Routledge.
  • Nunnally, J. C. (1978). Psychometric Theory, USA:Mcgraw-Hill.
  • Rao, V., (2001). Celebrations as social investments: festival expenditures, unit price variation and social status in rural India. The Journal of Development Studies 38 (1), 71–97.
  • Schermelleh-Engel, K., Moosbrugger, H. ve Müller, H. (2003). "Evaluating The Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness of Fit Measures", Methods of Psychological Research, 2(8): 23–74.
  • Shone, A., Parry, B., 2004. Successful Event Management, 2nd ed. Thomson, London
  • Şimşek, Ö. F. (2007). Yapısal Eşitlik Modellemesine Giriş, Ankara.Ekinoks.
  • Thrane, C. (2002). "Music Quality, Satisfaction, and Behavioral Intentions Within a Jazz Festival Context". Event Management, 7(3), 143–150.
  • Trivellasa, P., Gerogiannis, V. ve Svarna, S. (2013). “Exploring Workplace Implications of Emotional Intelligence (WLEIS) in Hospitals: Job Satisfaction and Turnover Intentions”, Social and Behavioral Sciences, 73: 701-709
  • Yeoman, I., Robertson, M., Ali-Knight, J., Drummond, S. ve Mcmahon- Beattie, U. (2012). Festival and Events Management, Routledge.
  • Yoon, Y.-S., Lee, J.-S. ve Lee, C.K. (2010). "Measuring Festival Quality and Value Affecting Visitors’ Satisfaction and Loyalty Using a Structural Approach", International Journal of Hospitality Management, 29(2): 335–342.
  • Yuan, J. ve Jang, S. (2008). "The Effects of Quality and Satisfaction on Awareness and Behavioral Intentions: Exploring The Role of a Wine Festival", Journal of Travel Research, 46(3): 279–288.
  • Zeithaml, V.A.,(1988). "Consumer Perceptions of Price Quality, and Value: a Means-End Model and Synthesis of Evidence". Journal of Marketing 52(1), 2–22.

Festival Kalitesinin Ziyaretçilerin Algıladıkları Değer, Tatmin ve Sadakat Üzerine Etkisi: Mersin Uluslararası Narenciye Festivali Üzerine Bir Uygulama

Year 2015, Volume: 12 Issue: 1, 72 - 84, 01.06.2015

Abstract

Festivallerin kent ekonomisine ve tanıtımına sağladığı katkılar dolayısıyla önemi her geçen gün artmaktadır. Festivallerin artan bu önemi, etkinlik endüstrisi içerisinde güçlü bir yer tutmasını sağlamıştır. Festivale katılan ziyaretçilerin festival hakkındaki niyet ve davranışlarının öğrenilmesi daha sonraki yıllarda festivalin başarısını artırmak için önem taşımaktadır. Bu çalışmanın amacı, festivalin kalitesini belirleyen program, alana yönelik imkânlar ve bilgilendirme boyutlarının festivalin algılanan değerine ve tatmine etkisini ölçmek; algılanan değerin ve tatminin ise sadakate etkisini ölçmektir. Bu kapsamda Mersin Uluslararası Narenciye Festivali’ne katılan 236 kişiye anket uygulanmış ve çalışma modeli yapısal eşitlik analizi ile test edilmiştir. Analiz sonucunda kalite boyutlarının algılanan değer ve tatmin üzerinde olumlu etkisi olduğu, sadece bilgilendirme boyutunun tatmini etkilemediği belirlenmiştir. Ayrıca, tatminin ve algılanan değerin ise sadakat üzerinde olumlu etkisi olduğu ortaya çıkmıştır

References

  • Anil, N.K. (2012). “Festival Visitors’ Satisfaction and Loyalty: An Example of Small, Local, and Municipality Organized Festival”. Tourism Original Scientific Paper, 60 (3): 48-61.
  • Argan, M. (2007). Eğlence Pazarlaması, Ankara:Detay.
  • Ayob, N., & Said, A. (2010). "Service Quality and Customer Satisfaction within Festival and Special Event". Sunulan Knowledge Management International Conference, Malaysia.
  • Baker, D. A. ve Crompton, J. L. (2000). "Quality, Satisfaction And Behavioral Intentions", Annals of Tourism Research, 27(3):785–804.
  • Cole, S. T., & Illum, S. F. (2006). "Examining the Mediating Role of Festival Visitors’ Satisfaction in the Relationship between Service Quality and Behavioral Intentions". Journal of Vacation Marketing, 12(2), 160–173.
  • Cole, S. T. (2009). "Examining The Festival Attributes That Impact Visitor Experience, Satisfaction and Re-Visit Intention", Journal of Vacation Marketing, 15(4): 323-333.
  • Cronin, J.J., Brady, M.K., Hult, G.T., 2000. Assessing the effects of quality, value, customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing 76 (2), 193–218.
  • Demirali, Y. E. (1995). "Ölçeklerde Geçerlik ve Güvenirlik", M.Ü. Atatürk Eğitim Fakültesi Eğitim Bilimleri Dergisi, (7): 125–148.
  • Falasi, A. (Ed.). (1987). Time Out of Time: Essasys on the Festival. Albuquerque: University of New Mexico.
  • Felsenstein, D. ve Fleischer, A. (2003). "Local Festivals and Tourism Promotion: The Role of Public Assistance and Visitor Expenditure", Journal of Travel Research, 41(4): 385–392.
  • Getz, D. (2004). Event Management and Event Tourism (2nd Ed.), New York: Cognizant Communication Corporation.
  • Getz, D. (2007). "Event Studies: Theory, Research and Policy for Planned Events", Routledge.
  • Getz, D. (2008). "Event Tourism: Definition, Evolution, and Research", Tourism Management, 29(3): 403–428.
  • Gursoy, D., Kim, K., ve Uysal, M. (2004). "Perceived Impacts of Festivals and Special Events By Organizers: An Extension and Validation", Tourism Management, 25(2): 171–181.
  • Hair, J.F., Anderson, R.E., Tatham, R. L. & Black, W.C. (1995). Multivariate data analysis with readings (4th Edition), Prentice Hall. New Jersey.
  • Hoe, S.L. (2008). Issues and Procedures in Adopting Structural Equation Modeling Technique. Journal of Applied Quantitative Methods, 3(1), 76-83.
  • Huang, L.-C. (2011). "The Measurement for the Service Quality of Rural Wineries". Journal of Marketing Development and Competitiveness, 5(5), 29–45.
  • Kim, S.S., Choi, S., Agrusa, J., Wang, K.C. & Kim, Y. (2010). "The Role of Family Decision Makers in Festival Tourism". International Journal Of Hospitality Management, 29: 308–318.
  • Kline, R. B. (2005). Pricinples and Practice of Structural Equation Modeling (2nd Ed.), New York: Guilford Press.
  • Lee, S. Y., Petrick, J. F., & Crompton, J. (2007). The Roles of Quality and Intermediary Constructs in Determining Festival Attendees’ Behavioral Intention. Journal of Travel Research, 45(4), 402–412.
  • Lee, Y.-K., Lee, C.-K., Lee, S.-K. ve Babin, B. J. (2008). "Festivalscapes and Patrons’ Emotions, Satisfaction, and Loyalty", Journal of Business Research, 61(1): 56–64.
  • Masterman, G., & Wood, E. (2005). Innovative Marketing Communications. Oxford ; Burlington, MA: Routledge.
  • Nunnally, J. C. (1978). Psychometric Theory, USA:Mcgraw-Hill.
  • Rao, V., (2001). Celebrations as social investments: festival expenditures, unit price variation and social status in rural India. The Journal of Development Studies 38 (1), 71–97.
  • Schermelleh-Engel, K., Moosbrugger, H. ve Müller, H. (2003). "Evaluating The Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness of Fit Measures", Methods of Psychological Research, 2(8): 23–74.
  • Shone, A., Parry, B., 2004. Successful Event Management, 2nd ed. Thomson, London
  • Şimşek, Ö. F. (2007). Yapısal Eşitlik Modellemesine Giriş, Ankara.Ekinoks.
  • Thrane, C. (2002). "Music Quality, Satisfaction, and Behavioral Intentions Within a Jazz Festival Context". Event Management, 7(3), 143–150.
  • Trivellasa, P., Gerogiannis, V. ve Svarna, S. (2013). “Exploring Workplace Implications of Emotional Intelligence (WLEIS) in Hospitals: Job Satisfaction and Turnover Intentions”, Social and Behavioral Sciences, 73: 701-709
  • Yeoman, I., Robertson, M., Ali-Knight, J., Drummond, S. ve Mcmahon- Beattie, U. (2012). Festival and Events Management, Routledge.
  • Yoon, Y.-S., Lee, J.-S. ve Lee, C.K. (2010). "Measuring Festival Quality and Value Affecting Visitors’ Satisfaction and Loyalty Using a Structural Approach", International Journal of Hospitality Management, 29(2): 335–342.
  • Yuan, J. ve Jang, S. (2008). "The Effects of Quality and Satisfaction on Awareness and Behavioral Intentions: Exploring The Role of a Wine Festival", Journal of Travel Research, 46(3): 279–288.
  • Zeithaml, V.A.,(1988). "Consumer Perceptions of Price Quality, and Value: a Means-End Model and Synthesis of Evidence". Journal of Marketing 52(1), 2–22.
There are 33 citations in total.

Details

Primary Language Turkish
Other ID JA44TV27VK
Journal Section Research Article
Authors

Ümit Doğrul This is me

Kandemir Atçeken This is me

Ayşe Şahin This is me

Publication Date June 1, 2015
Published in Issue Year 2015 Volume: 12 Issue: 1

Cite

APA Doğrul, Ü., Atçeken, K., & Şahin, A. (2015). Festival Kalitesinin Ziyaretçilerin Algıladıkları Değer, Tatmin ve Sadakat Üzerine Etkisi: Mersin Uluslararası Narenciye Festivali Üzerine Bir Uygulama. Çağ Üniversitesi Sosyal Bilimler Dergisi, 12(1), 72-84.