Identifying antecedents and outcomes of festival satisfaction

Abstract

Purpose This study aims to explore the relationships among antecedents (i.e. quality) and outcomes (i.e. trust, support, theme awareness and extension effect) of satisfaction at the 2013 Osong Cosmetics & Beauty (C&B) Expo held in Korea. Design/methodology/approach An onsite survey with self-administered questionnaires was administered for this study. A structural equation modeling (SEM) technique was used to analyze the relationships among ten constructs in the research model. Findings The results indicate that hospitality and product dimensions of quality positively affect satisfaction, satisfaction exerts positive influence on trust and theme awareness, trust performs an important role as a mediator between satisfaction and support and theme awareness significantly mediates satisfaction and extension effect. Practical implications This study encourages the Expo’s organizers to manage quality attributes to ensure Expo satisfaction and to consider extension effects of Expo experiences from long-term perspectives. This study also recommends that local governments develop symbolic products with exhibitors to strengthen the association of Expo themes with regions. Originality/value The current study highlights the role of quality as an antecedent of satisfaction with the C&B Expo, which has not been well-known despite its crucial role in the industry and the regional economy. It also improves the understanding of the inherent cause–effect relationships among antecedents and outcomes of Expo satisfaction. Therefore, this study provides crucial insights that the C&B Expo could be an effective means to reach target markets and stimulate trust from visitors, which, in turn, would encourage support for the C&B industry and extension effects for C&B products as a whole.

Exploring Experiential Quality in Sport Tourism Events: The Case of Macau Grand Prix

“…It was also found that TS (H5a) and ET (H5b) are significantly related to EE. Consistent with the results of Song et al (2017), TS during the event enhances tourists' awareness and perception of the Grand Prix, thus producing EE. ET has less effect than TS on EE, which indicates that tourists are more likely to lose their sense of trust after the Grand Prix.…”

“…From the perspective of co-branding, a local festival or event plays an important role in building relationships with other brands; in other words, EE is highly relevant to sport tourism events. Song et al (2017) indicated that an EE had a significant impact on the Osong C&B expo, leading customers to buy products during the festival and remember the brands from the festival after the event ended. Similarly, Song et al (2017) demonstrated that TS positively influences theme awareness, which positively influences the EE.…”

“…Song et al (2017) indicated that an EE had a significant impact on the Osong C&B expo, leading customers to buy products during the festival and remember the brands from the festival after the event ended. Similarly, Song et al (2017) demonstrated that TS positively influences theme awareness, which positively influences the EE. For example, tourists are more likely to buy a souvenir or choose a brand advertised by the event in the future if they are more satisfied with their experience.…”

“…The measurement scale of ET is derived from Wu et al (2018) and Jin et al (2018). Last, the items of EE are derived from Lee and Decker (2009) and Song et al (2017). Table 2 shows the measurable items of ten constructs.…”

Measuring event experience and its behavioral consequences in the context of a sports mega-event

“…First, within the context of a mega-event, it not only shows the multidimensionality of event experience and event satisfaction but also proves that event experience is mostly affected by sense and feelings, which underlines the importance of engaging visitors in entertainment activities (Fu et al, 2020;Park and Park, 2017;Van Niekerk, 2017). Second, it is also in line with some previous studies (Fu et al, 2019;Lee et al, 2017;Song et al, 2017;Swart et al, 2018) by showing a positive relationship between positive satisfaction with the event and the destination, which represents a useful contribution to extant event research by bridging visitors' experiential response to an event with destination marketing in a broader context. This result should encourage researchers to further explore how host destinations of events can design experiences to influence future (re)visit intentions and positive word-ofmouth.…”