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Cultural events' service quality, satisfaction and loyalty: a case on an annual cultural diversity event in Borneo

Salfarina Abdul Gapor (School of Built Environment, University of Technology Sarawak, Sibu, Malaysia)
Chee Hua Chin (School of Business and Management, University of Technology Sarawak, Sibu, Malaysia)
Ek Tee Ngian (School of Business and Management, University of Technology Sarawak, Sibu, Malaysia) (Centre on Technological Readiness and Innovation in Business Technopreneurship, University of Technology Sarawak, Sibu, Malaysia)
Winnie Poh Ming Wong (School of Business and Management, University of Technology Sarawak, Sibu, Malaysia)
Jiet Ping Kiew (School of Business and Management, University of Technology Sarawak, Sibu, Malaysia) (Centre on Technological Readiness and Innovation in Business Technopreneurship, University of Technology Sarawak, Sibu, Malaysia)
Ting Ling Toh (School of Business and Management, University of Technology Sarawak, Sibu, Malaysia) (Centre on Technological Readiness and Innovation in Business Technopreneurship, University of Technology Sarawak, Sibu, Malaysia)

International Journal of Event and Festival Management

ISSN: 1758-2954

Article publication date: 21 November 2023

116

Abstract

Purpose

The purpose of this paper is to examine the hard and soft measures of service quality and visitors' satisfaction, which ultimately contribute to visitor loyalty to the destination, specifically in the context of the Borneo Cultural Festival (BCF) in Sibu, Sarawak (Malaysia).

Design/methodology/approach

The study uses a quantitative research approach with 427 valid responses from domestic and international tourists of BCF and employs the cognitive-affective-conative theory to examine how the festival impacts visitor loyalty.

Findings

The findings indicate that both hard and soft measures significantly contribute to the service quality and visitor satisfaction at the BCF. Additionally, service quality and visitor satisfaction were found to positively influence destination loyalty, while the relationship between legibility and visitor satisfaction was not significant.

Practical implications

The findings encourage the ministry and event organisers to adopt a destination event strategy that positions Sibu as an attractive event destination capable of attracting domestic and international tourists.

Originality/value

The findings of this study contribute to the existing body of knowledge on event tourism and destination loyalty by applying the cognitive-affective-conative theory. This study marks the first of its kind, analysing both the tangible (hard) and intangible (soft) measures of service quality and their impact on visitor satisfaction, ultimately influencing visitor loyalty to the destination, particularly in the context of the BCF in Sibu, Sarawak.

Keywords

Acknowledgements

The authors thank the University of Technology Sarawak, Malaysia, for financially supporting this research under the grant entitled “Borneo Cultural Festival 2022 Impact Study, UTS/RESEARCH/<SC/2022/01(01)>”.

Citation

Abdul Gapor, S., Chin, C.H., Ngian, E.T., Wong, W.P.M., Kiew, J.P. and Toh, T.L. (2023), "Cultural events' service quality, satisfaction and loyalty: a case on an annual cultural diversity event in Borneo", International Journal of Event and Festival Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJEFM-07-2023-0054

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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