How Festival Experience Quality Influence Visitor Satisfaction? A Quantitative Approach
Povzetek
Namen raziskave, predstavljene v tem članku, je določiti, kako izbrane značilnosti mestnega dogodka učinkujejo na zadovoljstvo obiskovalcev. Še posebej je cilj ugotoviti dejavnike, ki so povezani z atmosfero dogodka, ki določa zadovoljstvo obiskovalca v mestni destinaciji kontinentalnega dela Hrvaške. V ta namen je bil na osnovi predhodnih raziskav Bitnerja (1992), Oliverja (1980, 1997), Bakerja in Cromptona (2000) ter Leeja in drugih (2008) oblikovan vprašalnik. Obsegal je mere za ocenjevanje atmosfere dogodka, zadovoljstva obiskovalca in demografskih značilnosti anketirancev. Raziskava je bila izvedena v letu 2018, in sicer med obiskovalci mestnega dogodka, ki poteka vsako leto v decembru. V enomesečnem obdobju smo pridobili skupno 191 vprašalnikov. Za določitev strukture dejavnikov atmosfere mestnega dogodka je bila uporabljena analiza glavnih komponent. Poleg tega je bila za določitev vrste dejavnikov, ki lahko služijo kot napovedovalci zadovoljstva uporabnika v kontekstu mestnega dogodka, uporabljena multipla regresijska analiza. Kot rezultat je analiza razkrila štiri dejavnike, ki so povezani z atmosfero mestnega dogodka. Poleg tega ti dejavniki pozitivno in znatno vplivajo na zadovoljstvo obiskovalca, kar nakazuje, da imajo pomembno vlogo v določanju zadovoljstva uporabnika v kontekstu mestnega dogodka. Te ugotovitve lahko prispevajo k izboljšanju znanja o mestnih dogodkih, njihovem vplivu na zadovoljstvo turista in posledično k boljšemu razumevanju specifičnih skupin obiskovalcev kot tudi k vzpostavljanju učinkovitih marketinških in promocijskih strategij.
Prenosi
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