The relationship between festival key success factors and experience perception: The case of Orange Blossom Festival

Year 2025, Volume: 11 Issue: 1, 29 - 35

Ali Dalgıç , Kemal Birdir

Abstract

This study aims to identify the key success factors perceived as successful or unsuccessful by the Orange Blossom Festival participants in Adana. Another goal is to explore the relationship between these factors and participants' experience perceptions. Non-probability sampling, specifically convenience sampling, was used. Data were collected via face-to-face surveys between April 3 and 9, 2017, with 923 completed forms. Analysis revealed higher averages for statements related to “food”, “security”, and “staff and volunteers” while “convenience” scored lower. Key success factors were found to have a significant positive relationship with experience perceptions. Based on these findings, it is recommended that festival organizers carefully manage these factors from the planning phase through the event's conclusion.

Keywords

Key success factors, Experience perception, Orange Blossom Festival, Festivals

References

• Akyıldız, M. (2010). Boş zaman pazarlanmasında deneyimsel boyutlar: 2009 Rock’n Coke katılımcılarına yönelik bir araştırma. Yayımlanmamış yüksek lisans tezi, Anadolu Üniversitesi, Eskişehir.
• Anil, N. K. (2012). Festival visitors’ satisfaction and loyalty: An example of small, local, and municipality organized festival. Turizam: znanstveno-stručni časopis, 60(3), 255-271.
• Ayob, N., Wahid, N. A. & Omar, A. (2013). Mediating effect of visitors’ event experiences in relation to event features and post-consumption behaviors. Journal of Convention & Event Tourism, 14(3), 177-192.
• Biaett, V. (2013). Exploring the on-site behavior of attendees at community festivals a social constructivist grounded theory approach. Arizona State University.
• 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.
• Getz, D. & Frisby, W. (1988). Evaluating management effectiveness in communityrun festivals. Journal of Travel Research, 27(1), 22-27.
• Getz, D. (1997). Event management & event tourism. New York: Cognizant Communication Corporation.
• Geus, S. D., Richards, G. &Toepoel, V. (2016). Conceptualisation and operationalisation of event and festival experiences: creation of an event experience scale. Scandinavian Journal of Hospitality and Tourism, 16(3), 274-296.
• Hair, J. F., Black, W. C., Babin, B. J. & Anderson, R. E. (2010). Multivariate data analysis a global perspective. New Jersey: Pearson.
• Jung, T., Ineson, E. M., Kim, M. & Yap, M. H. (2015). Influence of festival attribute qualities on slow food tourists’ experience, satisfaction level and revisit intention: The case of the mold food and drink festival. Journal of Vacation Marketing, 21(3), 277-288.
• Kong, Y. (2015). Understanding group cohesion of festival and events attendees satifaction and intention to revisit. Unpublished doctoral dissertation, Clemson University, Güney Carolina.
• Lade, C. & Jackson, J. (2004). Key success factors in regional festivals: Some Australian experiences. Event Management, 9(1), 1-11.
• Lee, T. H. & Chang, P. S. (2017). Examining the relationships among festivalscape, experiences, and identity: Evidence from two Taiwanese aboriginal festivals. Leisure Studies, 36(4), 453-467.
• Lee, Y. K., Lee, C. K., Lee, S. K. & Babin, B. J. (2008). Festivalscapes and patrons' emotions, satisfaction, and loyalty. Journal of Business Research, 61(1), 56-64.
• Mallen, C. & Adams, L. J. (2008). Sport, recreation and tourism event management: Theoretical and practical dimensions. London: Routledge.
• Marais, M. & Saayman, M. (2011). Key success factors of managing the Robertson Wine Festival. Acta Academica, 43(1), 146-166.
• Mason, M. C. & Paggiaro, A. (2012). Investigating the role of festivalscape in culinary tourism: The case of food and wine events. Tourism Management, 33(6), 1329-1336.
• Özdemir, G. & Çulha, O. (2009). Satisfaction and loyalty of festival visitors. Anatolia, 20(2), 359-373.
• Saayman, M., Kruger, M. & Erasmus, J. (2012). Finding the key to success: A visitors' perspective at a National Arts Festival. Acta Commercii, 12(1), 150-172.
• Şencan, H. (2005). Sosyal ve davranışsal ölçümlerde güvenilirlik ve geçerlilik. Ankara: Seçkin Yayıncılık.
• Taylor, R. & Shanka, T. (2008). Cause for event: not-for-profit marketing through participant sports events. Journal of Marketing Management, 24(9-10), 945-958.
• Wu, H. C. & Ai, C. H. (2016). A study of festival switching intentions, festival satisfaction, festival image, festival affective impacts, and festival quality. Tourism and Hospitality Research, 16(4), 359-384.
• Wu, H. C., Wong, J. W. C. & Cheng, C. C. (2014). An empirical study of behavioral intentions in the food festival: The case of Macau. Asia Pacific Journal of Tourism Research, 19(11), 1278-1305.
• Yoon, Y. S., Lee, J. S. & 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.