NAŠE GOSPODARSTVO / 
OUR ECONOMY

How Festival Experience Quality Influence Visitor Satisfaction? A Quantitative Approach

Suzana Marković

Abstract


The purpose of research presented in this paper is to determine how selected
characteristics of a city event affect the satisfaction of visitors. In particular, the
aim is to identify factors related to event atmospherics that determine visitor
satisfaction in the city destination in continental part of Croatia. For this purpose,
questionnaire was created based on previously conducted research by Bitner
(1992), Oliver (1980, 1997), Baker and Crompton (2000), and Lee, Lee, Lee, and
Babin (2008). It comprised measures for assessing event atmospherics, visitor
satisfaction, and demographic characteristics of the respondents. The research
was conducted among visitors of a city event that takes place every year during
December 2018. A total of 191 questionnaires were obtained during the onemonth
period. Principal component analysis was utilised to determine the
factor structure of city event atmospherics. In addition, multiple regression
analysis was conducted to determine which factors may serve as predictors of
visitor satisfaction in city event context. As a result, the analyses revealed four
factors related to city event atmospherics. In addition, these factors positively
and significantly affected visitor satisfaction, indicating that they have important
role in determining visitor satisfaction in a city event context. These findings
can contribute to the knowledge advancement of the city events, their influence
on tourist satisfaction, and consequently, to better understand specific groups of
visitors as well as establish efficient marketing and promotion strategies.


Keywords


experience, event experience, visitor satisfaction, multivariate statistical analysis, event tourism

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