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Visitors’ Motivations, Satisfaction and Loyalty towards Castro Marim Medieval Fair

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Abstract

The study tests the relationship between motivation, satisfaction, and loyalty using a structural equation model. Data have been collected through a questionnaire applied to visitors attending a local festival, Castro Marim Medieval Fair, which hosts every year between 45.000 and 60.000 visitors. Results show that satisfaction towards controlled variables of the event within the venue’s boundaries, such as animation, gastronomy, and handicraft, influences visitors’ overall satisfaction towards the event. On the other hand, they also reveal a direct relationship between overall satisfaction and loyalty. The study contributes to a better understanding of visitors’ behaviour and provides useful guidance to festival ideation and design.

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  • Barbeitos, Iolanda & Oom do Valle, Patrícia & Guerreiro, Manuela & Mendes, Júlio, 2014. "Visitors’ Motivations, Satisfaction and Loyalty towards Castro Marim Medieval Fair," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 2(1), pages 89-104.
    • Handle: RePEc:ris:jspord:0024
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    1. V. Rao, 2001. "Celebrations as Social Investments: Festival Expenditures, Unit Price Variation and Social Status in Rural India," Journal of Development Studies, Taylor & Francis Journals, vol. 38(1), pages 71-97.
    2. John Hulland, 1999. "Use of partial least squares (PLS) in strategic management research: a review of four recent studies," Strategic Management Journal, Wiley Blackwell, vol. 20(2), pages 195-204, February.
    3. Assaker, Guy & Vinzi, Vincenzo Esposito & O’Connor, Peter, 2011. "Examining the effect of novelty seeking, satisfaction, and destination image on tourists’ return pattern: A two factor, non-linear latent growth model," Tourism Management, Elsevier, vol. 32(4), pages 890-901.
    4. Lee, Yong-Ki & Lee, Choong-Ki & Lee, Seung-Kon & Babin, Barry J., 2008. "Festivalscapes and patrons' emotions, satisfaction, and loyalty," Journal of Business Research, Elsevier, vol. 61(1), pages 56-64, January.
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    1. Yanju Luo & Jinyang Deng & Chad Pierskalla & Ju-hyoung Lee & Jiayao Tang, 2022. "New Ecological Paradigm, Leisure Motivation, and Wellbeing Satisfaction: A Comparative Analysis of Recreational Use of Urban Parks before and after the COVID-19 Outbreak," Land, MDPI, vol. 11(8), pages 1-28, August.
    2. Jianqiong Yuan & Jingjing Li & Jinyang Deng & Douglas Arbogast, 2021. "Past Experience and Willingness to Pay: A Comparative Examination of Destination Loyalty in Two National Parks, China," Sustainability, MDPI, vol. 13(16), pages 1-26, August.
    3. Guerreiro, Manuela & Mendes, Júlio, 2014. "Experiencing the Tourist City. The European Capital of Culture in Re-designing City Routes," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 2(4), pages 288-306.
    4. Robaina-Calderín, Lorena & Martín-Santana, Josefa D. & Melián-Alzola, Lucía, 2023. "Prosocial customer in the public sector: A PLS-SEM analysis applied to blood donation (active donors)," Socio-Economic Planning Sciences, Elsevier, vol. 86(C).

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    More about this item

    Keywords

    Motivation; Satisfaction; Loyalty; Festival; Structural Equation Modelling;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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