Journal
TOURISM MANAGEMENT
Volume 33, Issue 6, Pages 1329-1336Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.tourman.2011.12.016
Keywords
Structural equation model - SEM; Customer satisfaction; Behavioral intention; Experiential marketing; Emotional experience
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This paper analyses the importance of festivalscapes in determining emotions, satisfaction and future behavior of participants at food and wine events. The study applies a structural equation model (SEM) with latent variables to survey responses of visitors to the Friuli DOC Italian festival. The main results are that festivalscape and emotions have significant direct effects on satisfaction, which in turn has a significant effect on behavioral intention. The effects of the festivalscape on visitors' future behavior are only indirect and mediated by satisfaction. Thus, in order to enhance their visitors' behavioral intentions, festival organizers should monitor emotions and satisfaction deriving from the subjective perception of exogenous characteristics as food and wine quality, comfort and entertainment. (c) 2011 Elsevier Ltd. All rights reserved.
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