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Article
Publication date: 14 November 2018

Maria Giovanna Brandano, Linda Osti and Manuela Pulina

The purpose of this paper is to assess the “motivation-satisfaction-loyalty” framework. Through a structural equation model (SEM), it is possible to disentangle…

Abstract

Purpose

The purpose of this paper is to assess the “motivation-satisfaction-loyalty” framework. Through a structural equation model (SEM), it is possible to disentangle attitudinal and behavioral loyalty as a multifaceted latent variable.

Design/methodology/approach

The empirical analysis is based on data collected in wineries located in two important wine destinations: Trentino and South Tyrol (Italy). Notably, the motivation–satisfaction relationship is confirmed, and the SEM has also assessed the importance of winery services in affecting loyalty, expressed in terms of “visit other cellars,” “repeat a wine vacation” and “recommend wine routes.”

Findings

Destination managers should consider the wine-related “relaxation” as the main push motivation, while the interactions experience are important pull motivations to drive wine tourists’ satisfaction. Nevertheless, the findings reveal that more proactive policies are needed to enhance local wines loyalty.

Originality/value

The novelty of this study is to explore loyalty. In this respect, a multifaceted latent variable is expressed as follows: “buy local wines,” “visit other cellars,” “repeat a wine vacation” as behavioral attitudinal stated loyalty and “recommend wine routes” as attitudinal stated loyalty.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 13 no. 1
Type: Research Article
ISSN: 1750-6182

Keywords

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Article
Publication date: 10 May 2019

Marta Meleddu, Giuseppe Melis, Manuela Pulina and Sandra Zapata-Aguirre

Events play a strategic role to attract tourist flows especially during the low season. The purpose of this paper is to explore the gap between consumers’ expectations and…

Abstract

Purpose

Events play a strategic role to attract tourist flows especially during the low season. The purpose of this paper is to explore the gap between consumers’ expectations and actual satisfaction at cultural events.

Design/methodology/approach

A principal components analysis identifies a set of orthogonal factors related to visitors’ expectations and actual satisfaction at two different events. The empirical data were collected during two events. The geographical setting is Sardinia (Italy) where two important cultural events are held in the low season: the Cavalcata (held at the end of May) and the Sartiglia (held during Carnival). A representative random sample is collected taking into account gender, age and visitors’ nationality heterogeneity (Italian, English-speakers, French and Spanish).

Findings

Some homogeneous findings have been obtained for the two events, regardless of the different levels of attractiveness. Notably, both the events are perceived as authentic and as the expression of identity. On the whole, the empirical results indicate that the events were able to generate high levels of satisfaction.

Research limitations/implications

The main limitation of this research is that the data refer to only one year, while a wider time series could allow a more accurate evaluation of both the expectations and the performance results deriving from the management of the two events. The findings provide directions to local policy makers to adopt tailored strategies to boost strengths and to contrast weaknesses of low season events.

Practical implications

The methodological approach presented in this paper helps practitioners and policy makers to deepen their understanding of visitors’ actual experience as well as to improve the overall quantity and quality of services offered during the events.

Social implications

An in-depth analysis of the perceived quality of the services provided at events can allow public and private organizers to identify critical issues, enabling them to improve event planning, efficiency, profitability and overall performance.

Originality/value

This paper employs an “Importance-Performance” model (Martilla and James, 1977; Riviezzo et al., 2009) to study the gap between visitors’ expectations and their perceived performance in two events held during the low tourist season. Thanks to the use of an equivalent survey, the comparison offered the opportunity to highlight common features that allowed a generalization of results and a broader discussion.

Details

International Journal of Event and Festival Management, vol. 10 no. 2
Type: Research Article
ISSN: 1758-2954

Keywords

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Article
Publication date: 16 May 2016

Juan Gabriel Brida, Marta Meleddu and Manuela Pulina

The purpose of this paper is to examine museum visitors’ experience. The objective of the research is to explore preferences, behaviour, overall. This study experience and…

Abstract

Purpose

The purpose of this paper is to examine museum visitors’ experience. The objective of the research is to explore preferences, behaviour, overall. This study experience and the determinants on repeated visits to two heritage sites. In particular, a more comprehensive regression approach is introduced and employed to compare results at two regional museums.

Design/methodology/approach

First, a factor analysis identifies a set of orthogonal factors related to visitors’ perceptions on their positive and negative experiences at two different museums. Second, a two-step cluster analysis is implemented to identify specific demand segments. Third, a regression analysis reveals the key determinants that influence visitors’ perceptions on the quality of services provided at the cultural sites. The empirical data were collected at two archaeological museums located in Sardinia and Trentino Alto Adige (Italy).

Findings

On the whole, some homogeneous findings have been obtained for the two cultural sites, regardless of the different levels of attractiveness exerted by these two museums. Moreover, the outcomes highlight that the two museums need to be reinterpreted and reorganised with the provision of supplementary services, able to satisfy a broader audience, and enriching their traditional mission that is to collect, preserve and exhibit the archaeological heritage.

Practical implications

The methodological approach presented in this paper is for practitioners and curators to deepen their understanding of their consumers and to improve the overall quantity and quality of services offered.

Originality/value

This paper presents a novel and integrated approach to investigate customers’ experience and their needs with the aim of improving the overall quality of the services provided at the museum. The proposed methodology is used to analyse multidimensional aspects of the visit to a cultural site. Within the literature on museum marketing and management, this methodological framework can be regarded as an alternative approach to analyse visitors’ experience, characteristics, behaviour, preferences and to elicit specific characteristics of different segments of demand.

Details

Journal of Cultural Heritage Management and Sustainable Development, vol. 6 no. 1
Type: Research Article
ISSN: 2044-1266

Keywords

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