TY - JOUR
T1 - The effects of quality and satisfaction on awareness and behavioral intentions
T2 - Exploring the role of a wine festival
AU - Yuan, Jingxue
AU - Soocheong, Jang S.
PY - 2008/2
Y1 - 2008/2
N2 - This study examines how festivals can promote wine products and wineries and influence customer behavioral intentions. Specifically, this research proposes a theoretical model, focusing on the relationships among (1) perceived festival quality, (2) satisfaction with the wine festival, (3) subsequent awareness of local wines and wineries, and (4) future intentions to buy local wine products and to visit wineries. A structural equation modeling analysis reveals that attendee evaluation of festival quality positively influences satisfaction with the festival, and that satisfaction exerts a positive and direct influence on awareness of local wines and wineries. Festival quality appears not to directly affect behavioral intentions, whereas satisfaction and awareness have positive and direct relationships with intentions. Mediator functions of satisfaction and awareness are also discussed. This study extends previous research by specifically considering ways in which service quality and satisfaction with a wine festival bring about product awareness and behavioral intentions.
AB - This study examines how festivals can promote wine products and wineries and influence customer behavioral intentions. Specifically, this research proposes a theoretical model, focusing on the relationships among (1) perceived festival quality, (2) satisfaction with the wine festival, (3) subsequent awareness of local wines and wineries, and (4) future intentions to buy local wine products and to visit wineries. A structural equation modeling analysis reveals that attendee evaluation of festival quality positively influences satisfaction with the festival, and that satisfaction exerts a positive and direct influence on awareness of local wines and wineries. Festival quality appears not to directly affect behavioral intentions, whereas satisfaction and awareness have positive and direct relationships with intentions. Mediator functions of satisfaction and awareness are also discussed. This study extends previous research by specifically considering ways in which service quality and satisfaction with a wine festival bring about product awareness and behavioral intentions.
KW - Awareness
KW - Behavioral intentions
KW - Perceived quality
KW - Satisfaction
KW - Wine festival
UR - http://www.scopus.com/inward/record.url?scp=38149076043&partnerID=8YFLogxK
U2 - 10.1177/0047287507308322
DO - 10.1177/0047287507308322
M3 - Article
AN - SCOPUS:38149076043
SN - 0047-2875
VL - 46
SP - 279
EP - 288
JO - Journal of Travel Research
JF - Journal of Travel Research
IS - 3
ER -