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Service Quality Perception and Satisfaction: Buying Behaviour Prediction in an Australian Festivalscape
Author(s) -
Bruwer Johan
Publication year - 2012
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.1901
Subject(s) - visitor pattern , perception , service quality , quality (philosophy) , marketing , psychology , service (business) , advertising , dimension (graph theory) , tourism , wine , social psychology , business , geography , mathematics , computer science , philosophy , physics , archaeology , epistemology , neuroscience , pure mathematics , optics , programming language
The study was conducted on 358 attendees at a major wine festival in Australia. A positive relationship between quality perception and overall satisfaction constructs exists. New insight to festivalscape knowledge is provided through the first‐time and repeat visitor dynamic as predictor of actual buying behaviour. Higher percentage of repeat visitors correlates with higher likelihood of (wine) buying. Overall satisfaction is a stronger predictor of buying behaviour than any individual service quality dimension and of these quality dimensions overall. Repeat visitors, 35 years and older, are the highest yielding visitor group from a financial viewpoint. First‐time visitors are more short‐term oriented in their planning when making the final decision to attend the event. Copyright © 2012 John Wiley & Sons, Ltd.