MODELLING THE DETERMINANTS OF FESTIVAL VISITORS’ BEHAVIOURAL INTENTIONS

Marketing and Trade

Name and surname of author:

Jaroslav Ďaďo, Vanda Maráková, Janka Táborecká-Petrovičová, Tamara Rajić

Year:

2020

Volume:

23

Issue:

2

Keywords:

Motivation, perceived value, satisfaction, subjective well-being, behavioural intentions, cultural festival

JEL clasification:

C51 - Model Construction and Estimation, D91 - Intertemporal Consumer Choice - Life Cycle Models and Saving, M39 - Marketing and Advertising: Other, R32 - Other Production and Pricing Analysis

DOI (& full text):

https://doi.org/10.15240/tul/001/2020-2-012

Anotation:

Limited efforts have been made to date to examine the determinants of visitors’ behavioural intentions in the context of cultural festivals in Central Europe. The present study aims to fi ll this void in literature by proposing a conceptual model incorporating the festival setting that has thus far scantly examined perspective of the fulfi lment of motives and a subjective well-being as a consequence of a festival experience. The application of structural equation modelling (SEM) on a sample of 770 festival visitors in Slovakia provided support for the concept of visitors’ motivation as a higher-order construct and its direct relatedness to perceived value of a festival experience and visitors’ satisfaction. Both satisfaction and visitors’ subjective well-being emerged as direct antecedents to visitors’ behavioural intentions and mediators of the impact of perceived value on visitors’ behavioural intentions. Implications of the study are provided and limitations and directions for future research are highlighted.

Section:

Marketing and Trade