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In stressing the importance of service quality to the events industry this paper seeks to investigate the conceptualisation and measurement of service quality and the…
In stressing the importance of service quality to the events industry this paper seeks to investigate the conceptualisation and measurement of service quality and the relationships between service quality, customer satisfaction and repeat visitation at events. It reports the findings from a recently conducted study into service quality at an international event in Western Australia. A visitor survey and unobtrusive observation method were both applied to a surfing event in order to ascertain visitor perceptions of service quality at the event and assist management in a more comprehensive evaluation. In so doing it highlights those features deemed essential.
Although wine tourism in Australia and internationally is well established, marketing research efforts to date have been negligible. Estimates of visitation to wine regions by domestic and international visitors are based on secondary analysis, and these data do not conform to the accepted definition of wine tourism. Economic indicators of wine tourism at the regional level are based on industry estimates and there is no systematic collection of survey data on wine tourism. Wine Tourism marketing issues at the regional level such as market image and branding, regional identity, facilities, infrastructure, wine tourist expenditure, market research and the government promotion are explored and factors to consider when marketing wine regions are identified.
The purpose of this paper is to investigate the importance of cellar door sales in wineries and test a method of assessing service quality using the services mapping…
The purpose of this paper is to investigate the importance of cellar door sales in wineries and test a method of assessing service quality using the services mapping approach, for the purposes of enhancing research in this important area.
Service mapping involved a group of students in using participant observation techniques to map service quality at three stages of the winery visit: approach and entry; the cellar door; departure and other observations. Observers were instructed to use all five senses in making their observations, i.e. the look, smell, sound, taste and feel of the experience. Physical evidence and staff interactions were also recorded and invisible management processes were implied.
Each of the three wineries studied provided a distinct theme and presentation, sensorial experience and level of service quality based on the observations. The technique of service mapping could provide winery and cellar door managers with unique insights into the totality of the cellar door visitor experience.
Research on cellar door service quality has implications for the presentation of the wine brand and corresponding brand awareness, loyalty and sales. This research method has utility in assessing the cellar door experience and associated cellar door and winery management processes.
This is the first time that service mapping has been used to assess the cellar door experience. It has provided some new and useful insights for researchers and managers in the wine industry.
The paper seeks to examine the concepts, types and implications of festival innovation and failure.
A review of extant literature is undertaken and examples of innovation and failure in three festivals are used to demonstrate the simultaneity and co‐dependency of innovation and failure in the process of festival management.
It is apparent that many forms of program, market, service, organisational and financial innovation are available to festival managers. Many involve risk of failure due to the resource dependency theory postulated in the literature, as well as more pragmatic reasons including bad weather and managerial incompetence.
Festival managers responses to the dual challenges of embracing innovation and avoiding failure will determine the future of festivals, so it is vital that knowledge is developed.
There is limited literature on festival management innovation and failure and limited information available to festival managers regarding the nature of festivals that facilitate innovation or failure. This paper makes an original contribution to these important issues in festival management.