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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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Article
Publication date: 24 August 2020

Erhan Boğan, Bekir Bora Dedeoğlu and Sevgi Balikçioğlu Dedeoğlu

This paper aims to investigate the moderating effects of residents’ demographic attributes on the relationship between perceptions of hotels’ social responsibility (HSR…

Abstract

Purpose

This paper aims to investigate the moderating effects of residents’ demographic attributes on the relationship between perceptions of hotels’ social responsibility (HSR) practices and overall attitude toward tourism.

Design/methodology/approach

Perceptions of HSR were examined via social, economic and environmental dimensions. The research model was investigated with structural equation modeling and multigroup analyses.

Findings

The findings show that residents’ perceptions of HSR had a positive impact on their attitude toward tourism and that their demographic attributes had a moderating effect on this relationship.

Originality/value

Although there have been many papers on stakeholders’ returns to corporate social responsibility practices implemented by hotels, residents’ returns to these practices are insufficiently investigated. Moreover, to the best of the authors’ knowledge, there is no research on the moderating effect of residents’ demographic attributes on the relationship between perceived social responsibility and overall attitude toward tourism.

居民对酒店社会责任的感知对旅游整体态度的影响摘要目的

本研究考察了居民的人口学特征在其对酒店社会责任实践的感知和对旅游整体态度之间关系的调节效应。

研究设计/方法论/方法

从经济、社会和环境几个维度考察了居民对酒店社会责任的感知。通过结构方程模型和多组分析检验了提出的模型。

结果

结果显示居民对于酒店社会责任的感知对他们对旅游的态度有正向影响, 人口学因素对二者的关系有调节作用。

创新型/价值

尽管很多研究考察了利益相关者对酒店企业社会责任实践的反应, 但较少研究关注居民对酒店社会责任实践的感知。而且, 就我们所知, 之前并未有研究考察居民的人口学特征在其对酒店社会责任实践的感知和对旅游整体态度之间关系的调节效应。

Los efectos de la percepción de los residentes en la responsabilidad social del hotel sobre su actitud general hacia el turismoPropósito

Este estudio investiga los efectos moderadores de los atributos demográficos de los residentes acerca de la relación entre las percepciones de las prácticas de responsabilidad social (HSR) de los hoteles y la actitud general hacia el turismo.

Diseño/metodología/enfoque

se examinaron las percepciones de HSR a través de dimensiones económicas, sociales y ambientales. El modelo propuesto se llevó acabo con modelos de ecuaciones estructurales y análisis multigrupo.

Hallazgos

los hallazgos muestran que las percepciones de los HSR de los residentes tuvieron un impacto positivo en su actitud hacia el turismo y que sus atributos demográficos tuvieron un efecto moderador en esta relación.

Originalidad/valor

aunque ha habido muchas investigaciones sobre los retornos de las partes interesadas a las prácticas de responsabilidad social corporativa implementadas por los hoteles, los retornos de los residentes a estas prácticas no se investigan suficientemente. Además, aún no hay investigaciones sobre el efecto moderador de los atributos demográficos de los residentes sobre la relación entre la responsabilidad social percibida y la actitud general hacia el turismo.

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