A RESEARCH ON THE RELATIONSHIP BETWEEN FESTIVAL QUALITY, PERCEIVED VALUE, FESTIVAL SATISFACTION AND FESTIVAL LOYALTY: THE CASE OF MANISA INTERNATIONAL MESIR PASTE FESTIVAL

Yıl 2018, Cilt: 16 Sayı: 4, 23 - 44, 30.12.2018

Eray Polat , Büşra Diken Sultan N.kılıç

Öz

An antecedent of customer satisfaction and customer loyalty, perceived value is affected by product quality. The purpose of this study is to investigate the relationships between these variables in the specific context of International Mesir Paste Festival, and to identify festival visitors’ perceptions of festival quality, festival value, festival satisfaction and festival loyalty. To that end, data was collected from 361 festival visitors through face to face survey method. The collected data were analyzed by structural equation modelling. Findings reveal that festival quality subscales (informing services and festival program, food, facilities) positively and significantly affect perceived value, and similar relationships are also observed between perceived value, festival satisfaction and festival loyalty. The findings also show that visitors’ festival quality perceptions are highest with regard to food (Mesir paste) whereas they are least satisfied with facilities, i.e. parking lots, public toilets, the size of the festival and resting areas. 

Anahtar Kelimeler

International Mesir Paste Festival, Festival Quality, Perceived Value, Festival Satisfaction, Festival Loyalty

FESTİVAL KALİTESİ, ALGILANAN DEĞER, FESTİVAL TATMİNİ VE FESTİVAL SADAKATİ ARASINDAKİ İLİŞKİLERİN TESPİTİ ÜZERİNE BİR ARAŞTIRMA: ULUSLARARASI MANİSA MESİR MACUNU FESTİVALİ ÖRNEĞİ

Öz

Müşteri
tatmini ve müşteri sadakatinin öncülü konumunda olan algılanan değer, ürünlerin
kalitesinden etkilenmektedir. Bu çalışma ile Uluslararası Mesir Macunu
Festivali özelinde bahse konu değişkenler arasındaki ilişkileri ortaya
koyabilmek ve festival katılımcılarının festival kalitesi, festivalden
algıladıkları değer, festivalden tatmin olma düzeyleri ve festivale yönelik
sadakat düzeylerini tespit edebilmek amaçlanmaktadır. Bu kapsamda yüz yüze
anket yöntemiyle 361 festival katılımcısından veri toplanmıştır. Toplanan
veriler yapısal eşitlik modellemesi yöntemiyle analiz edilmiştir. Yapısal
eşitlik modeli sonuçları, festival kalitesi alt boyutlarının (bilgilendirme
hizmetleri ve festival programı, yiyecek, kolaylaştırıcı hizmetler) algılanan
değeri pozitif ve anlamlı şekilde etkilediği ve benzer ilişkinin algılanan
değer, festival tatmini, festival sadakati arasında da gerçekleştiğine işaret
etmektedir. Ayrıca festival kalitesi ile ilgili memnuniyet düzeyi en fazla
yiyecek (mesir macunu) konusunda gerçekleşirken, en az memnuniyet düzeyi ise
araç park alanları, umumi tuvaletler, dinlenme ve festival alanlarının
yeterliği/büyüklüğü gibi konular ekseninde ele alınan kolaylaştırıcı hizmetler
konusunda yaşanmaktadır.

Anahtar Kelimeler

Uluslararası Mesir Macunu Festivali, Festival Kalitesi, Algılanan Değer, Festival Tatmini

Kaynakça

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