The Effects of Quality and Satisfaction on Awareness and Behavioral Intentions: Exploring the Role of a Wine Festival

Abstract

This study examines how festivals can promote wine products and wineries and influence customer behavioral intentions. Specifically, this research proposes a theoretical model, focusing on the relationships among (1) perceived festival quality, (2) satisfaction with the wine festival, (3) subsequent awareness of local wines and wineries, and (4) future intentions to buy local wine products and to visit wineries. A structural equation modeling analysis reveals that attendee evaluation of festival quality positively influences satisfaction with the festival, and that satisfaction exerts a positive and direct influence on awareness of local wines and wineries. Festival quality appears not to directly affect behavioral intentions, whereas satisfaction and awareness have positive and direct relationships with intentions. Mediator functions of satisfaction and awareness are also discussed. This study extends previous research by specifically considering ways in which service quality and satisfaction with a wine festival bring about product awareness and behavioral intentions.

Cultural Capital of Visitors, Classical Music Festival Satisfaction, and Quality of Life

“…Regarding the predictor of festival satisfaction, one group of researchers focused on situational aspect of festivals and the other highlighted the dispositional aspect of visitors. On the one hand, the situational approach (Sirgy, 2010) analyzed the influence of service quality of festivals on the satisfaction and intention to revisit (Baker & Crompton, 2000;Lee & Beeler, 2006;Lee et al, 2007;Yuan & Jang, 2007;Cole & Chancellor, 2009;Yoon et al, 2010;Bruwer, 2014). On the other hand, the dispositional approach, however, focused on the personal characteristics and motivation of visitors to analyze the festival satisfaction (Crompton & McKay, 1997;Lee et al, 2004;Bowen & Daniels, 2005;Yoon & Uysal, 2005;Kim et al, 2008;Savinovic et al, 2012).…”

“…As a result of festival satisfaction, researchers suggested the behavior intention to revisit (Baker & Crompton, 2000;Lee & Beeler, 2006;Lee et al, 2007;Yuan & Jang, 2007;Cole & Chancellor, 2009), positive word-of-mouth (Lee et al, 2007), re-purchase (Yuan & Jang, 2007), festival loyalty (Yoon et al, 2010;Bruwer, 2014), and loyalty to destination (Baker and Crompton, 2000;Lee et al 2007;Yoon et al 2010). …”

Conceptual Development in Festival Quality Management: Implications for Product Development and Marketing

“…SPORTSERV is made of five dimensions or constructs: responsiveness, access, security, reliability and tangibles. Yuan & Jang (2008) also investigated the relationship between perceived festival quality, satisfaction with wine festival and subsequent awareness of local winers and wineries and effect on future intentions to buy local wine products ant to repeat visits. Six hypotheses were formulated to establish the relationships involving this constructs: perception of service quality of wine and satisfaction, perception of service quality of wine and awareness, satisfaction with wine festival and awareness of local wines, perception of wine festival quality and behavioural intentions, satisfaction with wine festival and behavioural intentions and awareness of local wines and behavuioral intentions.…”

“…Zeithaml, Berry & Parasuramann (1996) gave a modified operational definition of behavioural intentions to include loyalty and to pay more money, to say positive things to others, attend the festival again, recommend to others, and encourage friends and relatives to go the festival and make festival the first choice among festivals. Yuan & Jang (2008) conceptualized two indicators of behavioural intentions. One of the indicators was the possibility that the respondent will perform a repeat visitation because of the wine festival and the second was the tendency to buy local wine.…”

“…Souvenir, staff and informational adequacy did not affect visitors' satisfaction. Baker and Crompton (2000), Thrane (2002), Lee et al (2007), Yuan & Jang (2008) and Thamnopoulos, Tzetzis & Laios (nd), Yuan & Jang 2008, Mason 2013 investigated the relationship between festival quality and attendees' behavioural intentions. They all reported a non significant direct relationship between perceived quality and behavioural intentions.…”