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Examining the mediating role of festival visitors’ satisfaction in the relationship between service quality and behavioral intentions

Examining the mediating role of festival visitors’ satisfaction in the relationship between... Although tourism studies have shown that improved service quality will contribute toincreased visitor satisfaction, and both of them influence visitors’future behavioral intentions, there is still a lack of guidance in the tourismmarketing literature in understanding the interrelationships among service quality,visitor satisfaction and behavioral intentions. Findings on the mediating role ofvisitor satisfaction in the relationship between service quality and behavioralintentions are mixed, and thus it needs further investigation. This study adoptedCole and Scott’s1 touristexperience model, which portrays a sequentialpattern among performance quality/attribute-level service quality, experiencequality/transactionlevel satisfaction, overall satisfaction, and behavioralintentions. The model was tested using data collected from 413 visitors to a ruralheritage festival. Structural equation modeling analysis procedures were applied andthe mediating role of transaction-level satisfaction and global-level satisfactionwas confirmed. In addition, experience quality was found to have a direct impact onvisitors’ future behavioral intentions. The practical implications forfestival organizers and limitations of the study were discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Vacation Marketing: An International Journal for the Tourism and Hospitality Industries SAGE

Examining the mediating role of festival visitors’ satisfaction in the relationship between service quality and behavioral intentions

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References (23)

Publisher
SAGE
Copyright
Copyright © by SAGE Publications
ISSN
1356-7667
eISSN
1479-1870
DOI
10.1177/1356766706062156
Publisher site
See Article on Publisher Site

Abstract

Although tourism studies have shown that improved service quality will contribute toincreased visitor satisfaction, and both of them influence visitors’future behavioral intentions, there is still a lack of guidance in the tourismmarketing literature in understanding the interrelationships among service quality,visitor satisfaction and behavioral intentions. Findings on the mediating role ofvisitor satisfaction in the relationship between service quality and behavioralintentions are mixed, and thus it needs further investigation. This study adoptedCole and Scott’s1 touristexperience model, which portrays a sequentialpattern among performance quality/attribute-level service quality, experiencequality/transactionlevel satisfaction, overall satisfaction, and behavioralintentions. The model was tested using data collected from 413 visitors to a ruralheritage festival. Structural equation modeling analysis procedures were applied andthe mediating role of transaction-level satisfaction and global-level satisfactionwas confirmed. In addition, experience quality was found to have a direct impact onvisitors’ future behavioral intentions. The practical implications forfestival organizers and limitations of the study were discussed.

Journal

Journal of Vacation Marketing: An International Journal for the Tourism and Hospitality IndustriesSAGE

Published: Apr 1, 2006

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