FESTİVAL KALİTESİ, ALGILANAN DEĞER, FESTİVAL TATMİNİ VE FESTİVAL SADAKATİ ARASINDAKİ İLİŞKİLERİN TESPİTİ ÜZERİNE BİR ARAŞTIRMA: ULUSLARARASI MANİSA MESİR MACUNU FESTİVALİ ÖRNEĞİ
A RESEARCH ON THE RELATIONSHIP BETWEEN FESTIVAL QUALITY, PERCEIVED VALUE, FESTIVAL SATISFACTION AND FESTIVAL LOYALTY: THE CASE OF MANISA INTERNATIONAL MESIR PASTE FESTIVAL

Summary/Abstract: An antecedent of customer satisfaction and customer loyalty, perceived value is affected by product quality. The purpose of this study is to investigate the relationships between these variables in the specific context of International Mesir Paste Festival, and to identify festival visitors’ perceptions of festival quality, festival value, festival satisfaction and festival loyalty. To that end, data was collected from 361 festival visitors through face to face survey method. The collected data were analyzed by structural equation modelling. Findings reveal that festival quality subscales (informing services and festival program, food, facilities) positively and significantly affect perceived value, and similar relationships are also observed between perceived value, festival satisfaction and festival loyalty. The findings also show that visitors’ festival quality perceptions are highest with regard to food (Mesir paste) whereas they are least satisfied with facilities, i.e. parking lots, public toilets, the size of the festival and resting areas.

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