Visitors’ Perceptions Of Event Performance, Satisfaction And Revisit Intention: The Case Of Monsoon Cup
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Date
2015-06
Authors
ABDUL KADIR, IRHANIDA
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Abstract
The emergence of event tourism is significant nowadays. Events such as festivals,
MICE (meeting, incentives, convention and exhibition), sport activities and
carnivals have the potential to generate much income to the organizers. As events
are recognised as a rapidly growing segment of international tourism, therefore, it is
imperative to carry out performance evaluation to gain information than can enhance
the quality, satisfaction and revisit intention. This research was conducted during the
Monsoon Cup 2011 event in Kuala Terengganu, Terengganu, Malaysia. The aim of
this research is to examine the relationship between the performance of the event
attributes (such as programs, facilities/amenities, staff, food and beverage [F&B],
souvenirs and information) and visitor satisfaction as well as the relationship
between visitor satisfaction and revisit intention. The data is analysed using
Confirmatory Factor Analysis (CFA) and the relationship between the
abovementioned variables were tested using the Structural Equation Modelling
(SEM) using Analysis of Moment Structure (AMOS). This study concludes that
there are four event attributes that influence visitor satisfaction, which are
facilities/amenities, staff, F&B and information. The other event attributes (program
and souvenirs) do not affect visitor satisfaction. In addition, this study found that
visitor satisfaction does influence (revisit intention).
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Keywords
Visitors’ Perceptions Of Event Performance, Satisfaction And Revisit Intention , The Case Of Monsoon Cup