the Festival Experience: an Analysis of Value Dimensions, Perceived Value and Satisfaction

摘要

Festivals and special events have been one of the fastest developing tourism attractions. The research presented in this paper focuses on consumer perceived value and satisfaction in festival experiences, analyses what dimensions that consumer value have and how value dimensions influence perceived value and visitor satisfaction. Empirical studies showed that perceived value toward festival events consisted of six dimensions, which could be termed convenience value, service value, perceived price, esthetic value, playful value, and social value. The three former value dimensions have hygiene effect on visitor satisfaction, while the three latter have motivator effect on visitor satisfaction. If hygiene factors is below a certain level then visitor dissatisfaction will result, but they have little potential for creating satisfaction with a festival event. Visitor satisfaction only results from their perception of motivator value dimensions. The study offers festival organizations increased sight into how to create consumer values and how to select right value dimensions to form or maintain visitor satisfaction.