CITY COLLEGE

INTERNATIONAL FACULTY OF THE UNIVERSITY OF SHEFFIELD

Business Administration & Economics Department

MA in Marketing, Advertising and PR

The role of event service quality in the development of tourism

branding

Supervisor: Dr. Konstantinos Alexandris

Student name: Alexandros Melis-Chrysikos

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Abstract

The focus of this dissertation is on cultural festivals. The aim of cultural festival organizations,
like other tourism providers, is to deliver high quality services in order to make visitors to revisit
or recommend the festival to others. Baker and Crompton (2000) argue that monitoring and
measuring consumer satisfaction is a very important process because it provides valuable
information on tourism research. This study is an examination of the relationships between
visitors perceived service quality, event satisfaction, destination image, event loyalty and
behavioral intentions. Respondents were visitors who attended the Jazz On The Hill festival in
Sani Resorts in Chalkidiki, Greece. The finding revealed that there is a positive correlation
between satisfaction, event loyalty and destination revisit intentions. Moreover, the findings
suggested that event service quality dimensions can predict event satisfaction and event loyalty
and that destination image can be used in order to predict destination revisit intentions, event
loyalty and event satisfaction.

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Declaration

All sentences, passages and ideas quoted in this thesis from other peoples work have been
specifically acknowledged by clear cross-referencing to author, work and page(s). I understand
that failure to do this amounts to plagiarism and will be considered grounds for failure in this
thesis and the degree examination as a whole.

Name (please use block capitals):

ALEXANDROS MELIS-CHRYSIKOS

Signed:

..

Date:

31st October, 2011

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Acknowledgments

I would like to thank my supervisor Dr. Kostas Alexandris for his guidance and helpful
comment in the process of the dissertation.
I express my gratitude to Mrs. Argyro Barata and Dr. Dimitrios Nikolaidis for their help
in the research without which it would be impossible to complete it.
Finally, I thank my family, my mother Eleni Chrysikou, my father Ioannis Melis, my
sister and brother Mimia and Aggelos Kokkonis, my grandfather and grandmother Elias and
Aggeliki Chrysikos for their endless love and support throughout my studies and

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Table of Contents

I. Abstract

II. Declaration

III. Acknowledgements

1. Introduction.................................................................................... 1
1.1 Statement of the problem ................................................................ 1
1.2 Research Purpose .......................................................................... 2
1.3 Research Objectives ....................................................................... 2
1.4 Research Methodology .................................................................... 3
1.5 Data Collection.............................................................................. 3
2. Literature Review ............................................................................. 4
2.1 Service Quality.............................................................................. 4
2.2 Satisfaction .................................................................................. 7
2.3 Service Quality, Satisfaction and Behavioral Intentions ............................ 9
2.5 Destination image ........................................................................ 14
2.6 Events and destination image ......................................................... 16
3. Methodology ................................................................................. 21
3.1 Study Area................................................................................. 21
3.2 Data Collection ......................................................................... 21
3.3 Quantitative Research ................................................................ 24
3.4 Sample Profile .......................................................................... 25
3.5 Designing the Questionnaire ........................................................... 25
3.5.1 Perceived Service Quality ......................................................... 26
3.5.2 Behavioral Intention ................................................................ 27
3.5.3 Satisfaction ........................................................................... 28
3.5.4 Destination image ................................................................... 29
3.5.5 Reason of visitation ................................................................. 30
3.5.6 Past experience ...................................................................... 30

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 3.5.7 Demographic Characteristics ..................................................... 30
3.6 Research Hypotheses.................................................................... 30
3.7 Limitations ................................................................................. 31
4. Findings ....................................................................................... 32
4.1 General Overview ........................................................................ 32
4.2 Descriptive Statistics .................................................................... 32
4.3 Demographics ............................................................................. 32
4.3.1 Gender ................................................................................ 32
4.3.2 Age groups ........................................................................... 33
4.3.3 Children ............................................................................... 34
4.3.4 Education level ...................................................................... 35
4.3.5 Professional Status ................................................................. 36
4.3.6 Marital Status ........................................................................ 37
4.3.7 Service Quality ...................................................................... 38
4.3.8 Event Loyalty ........................................................................ 40
4.3.9 Event Satisfaction ................................................................... 41
4.3.10 Destination Image ................................................................. 41
4.3.11 Main Reason for visiting the destination ...................................... 43
4.3.12 Past experience with the festival ............................................... 43
4.4 Reliability analysis ....................................................................... 44
4.5 Correlations between satisfaction and event loyalty .............................. 45
4.6 Correlations between destination image and event loyalty ...................... 46
4.7 Correlations between satisfaction and destination image ........................ 47
4.8 Correlations between satisfaction and destination revisit intention ............ 48
4.9 Two independent samples t-test (according to gender) .......................... 49
4.10 ANOVA analysis (according to education) ......................................... 50
4.11 ANOVA analysis (according to marital status) .................................... 50
4.12 ANOVA analysis (according to country of origin) ................................. 52
4.13 Perceived service quality and event loyalty (regression linear) ............... 52
4.14 Event service quality - event satisfaction (regression linear) ................. 54

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 4.15 Destination image - destination revisit intention (regression linear) ........ 55
5. Discussion and conclusions ............................................................... 57
5.1 Results of Hypothesis Tests ............................................................ 57
5.2 Discussion and conclusions ............................................................ 58
5.3 Limitations ................................................................................. 62
5.3.1 Generalizability ...................................................................... 62
5.3.2 Low response rate .................................................................. 62
5.3.3 Small sample ......................................................................... 62
5.4 Managerial Implications ................................................................. 62
5.5 Future Research .......................................................................... 63
References ........................................................................................ 65
Appendix A ........................................................................................ 79

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 1. Introduction

1.1 Statement of the problem

The service industry is one of the most important elements in current economies. Tourism
business was evolved effectively in order to respond to peoples needs and to retain loyal
customers. Cultural tourism can be characterized as peoples movements for essentially cultural
motivations (Esu, 2009; p.116), which involves performing arts, cultural tours and visits to
historic sites. Festivals are therefore categorized as a type of cultural tourism which is a big part
of tourism business sector.
The focus of this dissertation is on cultural festivals. The aim of cultural festival
organizations, like other tourism providers, is to deliver high quality services in order to make
visitors to revisit or recommend the festival to others.

Baker and Crompton (2000) argue that monitoring and measuring consumer satisfaction
is a very important practice because it results to valuable information on tourism
research. Petrick (2002) noted that festival managers should understand and use service quality
and satisfaction interchangeably in order to predict behavioral intentions. Local communities
react positively on the use of events as tools that would help to the future success of the
destination by improving the image and attracting visitors from different places. Quinn (2006)
explains the strong bondage between festivals and tourism explaining that many festivals have
destination marketing and tourism generation aims. According to Mitchell and Wall (1986)
festivals create a lot of positive effects. Events have a great impact on their host destinations,
thus these impacts can be economic, environmental, socio-cultural or political (Pasanen et al,
2009). Cultural festivals can impact to the local community by generating revenue, extend the
tourism season, and help the existing local businesses, fund local service firms, create a cultural
background, help the community mentality and encourage new entrepreneurs. According to Jago
and Dwyer (2006), events add on the cash inflows and outflows of the region because of the
event. Florek et al. (2008) suggest that mega events could even change the international image of
a whole country

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 The primary focus of my research project was to examine relationships between perceived
service quality, satisfaction, behavioral intention and destination image in the context of a cultural
festival. Such research poses a number of practical implications; first, the findings would help
tourism businesses and organizations which attributes have the stronger effect on visitors behavioral
intentions. By identifying the needs of visitors, tourism providers would focus on meeting them.
My research however examined some attributes, without addressing variables such as event
motivation, event image and destination personality.

1.2 Research Purpose

The purpose of this research was to add to the body of knowledge concerning the
understanding of relationships among perceived service quality, event satisfaction, behavioral
intentions, destination image and destination revisit intentions in the context of a cultural
festival. In this sense, the research addressed the issues of applying the SERVQUAL in a cultural
festival in Greece aiming to identify possible gaps in service delivery, examining the degree to
which satisfaction can be predicted by service quality evaluations, examining the degree to
which future behavioral intentions can be predicted by satisfaction and service quality
evaluations and examining the interrelationship between the event image and the destination
image of the region and how that reflects on the revisit intentions.

1.3 Research Objectives

In the context of a cultural festival, seven research objectives are pursued:

RO1: To examine if perceived service quality predicts event loyalty.

RO2 : To examine if there is a significant positive correlation between satisfaction and event
loyalty.

RO3: To examine if perceived service quality predicts event satisfaction.

RO4: To examine if destination image predicts destination revisit intention.

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RO5: To examine if there is a significant positive correlation between

RO6: To examine if there is a significant positive correlation between satisfaction and

destination image.

RO 7: To examine if there is a significant positive correlation between satisfaction and

destination revisit intention.

1.4 Research Methodology

The research approach selective was a quantitative one. The research I have performed
comprises of an explanatory type of research which has been implemented through a survey
strategy.
After reviewing the existing literature the research objectives have been extracted in
order to provide the basis for further research. A structured questionnaire generated quantitative
information which analyzed statistically. The purpose of the questionnaire was provide the
necessary data about the event service quality, the event satisfaction, the event loyalty, the
destination image and the revisit intention based on the SERVQUAL model. Furthermore, the
issues of validity and reliability have been careful examining in deciding upon the adequate
research.

1.5 Data Collection

For the purpose of this research, the collection of primary data was highly necessary.
Questionnaires were distributed in 212 attendees of Jazz On The Hill festival. The aim if the
questionnaire was to record image perceptions and intentions of participants to return to the
destination. Data and demographics of the respondents were collected on site during the event.

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 2. Literature Review

2.1 Service Quality

The relationship among perceived service quality, perceived service value, satisfaction,
and visitor behavioral intention is an important issue in tourism marketing (Yon Lee et al., 2007).
According to Parasuraman et al (1988), delivering superior service quality is a very important
requirement for success which influence the long-term profitability of an organization. Service
quality is an unspecific and abstract concept that concludes three features that are unique to the
services: heterogeneity, intangibility, and inseparability of production and consumption
(Parasuraman et al., 1985). However, there is a difference between objective and perceived
quality (Dodds and Monroe, 1984). Perceived quality is the consumer's mentality about an
entitys overall advantage (Zeithaml, 1987). On the other hand, objective quality is a perspective
that results from a balancing of expectations with perceptions of performance (Garvin, 1983).
According to Baker and Crompton (2000) the issue of service quality has been reviewed and
researched more than other subject in the marketing bibliography.
Fishbein and Ajzen (1980) suggest that people use information
through systematic processes, which can be explained by the theory of reasoned actions. Some
other theories concerning customer satisfaction in the field of marketing and psychology studies
are the expectation - disconfirmation model of Oliver (1980), the expectation - perception gap
model of Parasuraman et al. (1985), the performance - only model of Pizman and Millman
(1993), the pivotalcore- peripheral model of Philip and Hazlett (1996). Bagozzi (1992) suggests
a model that the emotional reaction that drives behavior derives from the basic
service evaluation. This comes in connection with Cronin et al. (2000) that support the role of
perceived service quality and perceived service value as cognitive responses to a service
experience and satisfaction as an emotional response.
In the literature, there are several models that measure the service quality. Chelladurai
and Chang (2000) review three service quality dimensions such as the physical context
(facilities), the interpersonal interactions and the core service. On the other hand, Grnroos
(1984) suggest a model with two dimensions model consisted of
technical quality and functional quality. Lehtinen and Lehtinen (1983) measure process quality

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and outcome quality while Lehtinen and Lehtinen (1991) introduced a three dimensional model
containing physical quality, corporate quality, interactive quality where interactive quality refers
to the interactions that take place during service delivery between
the customer and service personnel or other customers or equipment.
Parasuraman et al. (1988) developed the SERVQUAL model which is consisted of five
service quality dimensions: tangibles, reliability, responsiveness, assurance and empathy. Rust
and Oliver (1994) proposed a three-dimensional model of service quality which includes
the service product, service delivery and service environment. In addition, Dabholkar, et al.
(1996) suggested a three-dimensional model to analyze the physical aspects, reliability
and personal interactions. Similar to that, Brady and Cronin (2001) proposed a model with three
dimensions of service quality including interaction quality, physical environment quality and
outcome quality. Parasuraman et al.s (1988) SERVQUAL can be adapted in order to meet the
needs of a particular service as it includes a questionnaire consisting of 22 questions relating to
five dimensions of service quality (tangibles, reliability, responsiveness, assurance, and
empathy), divided into three sections. It compares expectation and performance for a series of
related attributes. The first section analyzes respondents expectations, the second analyzes
respondents perceptions of the service received and the third analyzes the importance of the five
dimensions in evaluating service quality.
SERVQUAL dimensions can be added or omitted depending on the area being
investigated. Cronin and Taylor (1992) developed the SERVPERF that simplifies the measuring
of service quality in comparison with SERVQUAL. The SERVPERF model was found to
be superior in predicting customer satisfaction in some industry sections, while the SERVQUAL
is a better measure of consumer perception.
Parasuraman et al. (1998) developed the SERVQUAL scale in order to understand how
consumers perceive service quality and how companies can upgrade their service quality. The
five dimensions of service quality that are included in SERVQUAL are Tangibles, Reliability,
Responsiveness, Assurance and Empathy. Tangible refers to an organizations physical facilities
and appearance of personnel; reliability refers to an organizations ability to perform the
promised service carefully and accurately; responsiveness refers to employees willingness to
help customers and to provide expeditious services; assurance refers to employees knowledge
and their ability to convey trust and certitude; and finally empathy refers to employees

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willingness to provide personalized attention to customers. The SERVQUAL model can be used
in order to establish the importance of the five dimensions in leveraging consumers overall
quality perceptions (Parasuraman, 1988) and identify gaps between customers expectations and
customers perceptions of the service (Kouthouris and Alexandris, 2005). The gap model of
Parasuraman et al. (1985) is widely utilized in the literature (Shanin and Monireh, 2010). As
Shanin and Monireh (2010) describe, the model presents the most important activities of the
service organization that influence the perception of quality. It analyzes the associations between
the crucial activities of the service organization which are relevant in order to deliver a
satisfactory level of service quality. These links are described as gaps or discrepancies.
However,Cronin and Taylor (1992) describe that the service quality gaps models have been
criticized. In addition they state that measuring customer perception is acceptable in order to
evaluate service quality and it is not necessary to measure customer expectations in service
quality research, as they proposed that the performance based measurement approach
(SERVPERF) is preferable to the perception-expectation gap approach. Sanjay and Garima
(2004) evaluate both methods and conclude that SERVPERF scale offers a more merging and
discriminating explanation of the service construct, while the SERVQUAL scale provides a more
diagnostic power that can be used in order to identify the companys service quality
disadvantages.
Dabholkar et al. (1996) suggested that retail customers evaluate service quality using
three different levels. More specifically, these three levels are the dimension level, a sub
dimension level and one overall level. In addition to this the authors suggested the five
dimensions of retail service quality that are physical aspects, reliability, personal interaction,
problem solving and policy. Grnroos (1984) suggests a model of service quality consisting of
two dimensions: technical quality and functional quality. Technical quality refers to what the
consumer actually receives. Functional quality refers to how the consumer receives the service.
Functional quality is hard to be evaluated objectively in comparison with technical quality,
because it is perceived in a more subjective way. Gotlieb et al (1994) proposed a theoretical
model to explain the relationships between disconfirmation of expectations, behavioral
intentions, perceived quality, perceived situational control and transaction specific satisfaction.
The authors argued that the focal and contextual dimensions of disconfirmation of expectations
influence perceived quality and behavioral intentions and that perceived quality influence

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transactional-specific satisfaction and behavioral intentions.
In the marketing and tourism literature, there is a general acknowledgment, that service
quality influence overall customer satisfaction (Crompton and Love, 1995: Parasuraman,
Zeithaml and Berry, 1988; Cronin and Mackey, 1992).

2.2 Satisfaction

Ming-Shing et al. (2010) describe that customer satisfaction derives from the perceptual
difference between expectation or before consumption and actual experience of service or
products. Oliver (1980) suggested the so called expectancy-disconfirmation model, which
proposes that customer satisfaction or dissatisfaction is the balance of customers' feelings of
perceived performance of a service versus their anticipations. Estimations of the quality of
performance are connected on tourists' perceptions of the performance of the organization. In
contrast, satisfaction is related to an emotional condition than can affected by the social and
psychological state that a customer feel, such as mood, disposition, needs, and by external
elements such as climate and social group interactions, that are beyond the organizers control
(Baker and Crompton, 2000).
Consumer satisfaction has a direct effect on customer loyalty, positive word of mouth
advertising and repeat sales (Bearden and Teel 1983). According to (Bearden and Teel (1983)
satisfaction is a post purchase phenomenon that reflects if the consumer likes or dislikes the
service after experiencing it, and in what amount. Satisfaction is a generic concept that derives
from of a part or the entire experience (Oliver, 1997). Parasuraman, Zeithaml, and Berry (1994)
noted that consumers satisfaction consists of two different levels: transaction-specific
satisfaction and overall satisfaction. According to Oliver (1997) transaction-specific satisfaction
is the degree of accomplishment of some need, desire or goal that derives from a particular
exchange transaction between the customer and a firm. Bitner (1990) developed a service
encounter evaluation model combining consumer satisfaction, service marketing, and attribution
theories in order to examine the effects of physical surroundings and employee responses on
attribution and satisfaction. In addition to this, Bitner and Hubbert (1994) suggested that
consumers overall satisfaction is a result of all their experiences and encounters with an
organization. According to Patternson et al (1997) overall satisfaction is a strong indicator of

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behavioral intention in terms of revisiting. Zeithaml et al. (1996) categorized behavioral
intentions in five dimensions: loyalty to a company, willingness to pay more, tendency to switch,
external response to a problem that could result to negative word-of-mouth, and internal response
to problem. Cronin et al. (2000) suggested three indicators of behavioral intentions: positive
word-of-mouth intentions repurchase intentions and customer loyalty.
However, visitors satisfaction does not always lead to positive behavioral intentions
(Jones and Sasser 1995, Mittal and Lasser 1998). In contrast, perceived service quality and
perceived service value can be used in order to visitors future behavioral intentions (Cronin et
al. 2000, Petrick 2004). In the marketing tourism literature, an understanding of visitors'
preferences in terms of repeat visit or purchase can be resulted through the level of satisfaction.
Heron and Stevens (1990) suggested that when a person visits a recreational destination, it is
more possible to revisit the same destination if the facilities and activities meet the visitor's
demand, as attractiveness has to do with both the location and the activities.
In the tourism industry, the understanding of customer satisfaction is a key characteristic
in order to predict repeat purchasing of products or revisiting a destination. Cronin et al. (2000)
suggest that consumer retention, revisiting and repurchase intention are all affected by their
amount of satisfaction and highlight that the evaluation of customer satisfaction is fundamental
to the full understanding of the customers future intentions. In the context of events, according
to Esu (2009) event organization, promotion, facilities, and friendly locals were found to be
explanatory of the level of satisfaction. It is very important to take under consideration these
variables into the development and marketing of festivals, as it can help improving the
satisfaction of event visitors. According to Kozak and Rimmimgton (2000) satisfaction is
important to successful destination marketing.
Reichel and Haber (2005) suggested that recreational satisfaction is affected by social,
psychological, educational and physical satisfaction. Tsai and Ho (2008) suggested that outdoor
recreational activities such as exploratory educational activities and skiing cause higher amounts
of satisfaction of a recreational area. Kozak and Rimmington (2000) suggested that recreational
satisfaction is very important, in terms of creating a strong destination marketing strategy as
recreational satisfaction affects both revisit intention and destination choice. Yoon and Uysal
(2005) noted that visitors evaluate the recreational satisfaction of the destination based on their
previous experiences.

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 Garvin (1998) declare that high service quality is likely to influence loyalty and profit
and Baker and Crompton (2000) recommend that high service quality create stronger positive
behavioral intentions. Heskett et al. (1994) noted that a positive correlation exists between
customer loyalty and customer satisfaction. Profits and growth derive from customer loyalty
while customer loyalty is influenced by customer satisfaction. Brady et al. (2006) proposed that
core product quality has a stronger outcome on satisfaction than service quality. On the other
hand, Greenwell et al. (2002) highlighted that supplementary services, such as stadium
employees, may be more predictive of customer satisfaction than the core product.
In the sport marketing literature, there has been a long discussion concerning customer
satisfaction being an indicative predictor of intentions to attend future sporting events (Yoshida
and James, 2010; Cronin et al., 2000; Kwon, Trail, and Anderson, 2005). Sport marketing
researchers have distinguished two different types of customer satisfaction: game satisfaction
(Madrigal, 1995; Kwon, Trail, and Anderson, 2005) and service satisfaction (Wakefield and
Blodgett, 1996). Yoshida and James (2010) proposed that it is very important for managers to
promote the unique characteristics of the core product such as player performance and team
history, in combination with the atmosphere of the game.

2.3 Service Quality, Satisfaction and Behavioral Intentions

Perceived high levels of service quality can optimize consumers' satisfaction, loyalty and
behavioral intention, all of which create revenue for the organization. (Zeithaml et. al., 1996).
Having loyal customers is less expensive than attracting new customers, as Kotler (2003)
underlines. There are several descriptions of quality dimensions (Shonk and Chelladurai, 2008).
Bojanic (1996) suggests that high levels of perceived value result in higher levels of customer
satisfaction. In the tourism field,there is differentiation between quality of performance, and
satisfaction or quality of experience (Baker and Crompton, 2000).
According to Hallowell (1996), consumer satisfaction is the outcome of a customers
perception of the received value, where value refers to the perceived quality relative to price.
Fornell et al. (1996) argues that customer satisfaction is affected by perceived quality and
perceived value. Athanassopoulos (2000) states that customer satisfaction is associated with
value and is based on the consolidation of service quality attributes with service attributes such

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as the price. Cronin et al. (2000) note that most researchers showed that perceived value, which
is a cognitive response, leads to satisfaction which is an emotional response.
Carman (1990) proposed the five dimensions suggested in SERVQUAL instrument to be
generic dimensions of service quality. The author proposed that satisfaction refers to a
customers specific encounter with a service and service quality to the overall experience of the
service.
Cronin and Taylor (1992) criticized SERVQUAL and discuss the relationships between
service quality, consumer satisfaction, and purchase intentions as well and conclude that
satisfaction appears to have a stronger and more consistent effect on purchase intentions than
service quality. On the other hand, Parasuraman et al. (1994) suggested that the service quality
and customer satisfaction can be examined at both transaction-specific and global levels, in
consistence with the belief that satisfaction leads to overall quality perceptions. Cronin and
Taylor (1992) measured perceptions in order to express service quality quantitatively by
surveying customers in four business sectors. The authors used also a single-item scale to
measure overall service quality, customer satisfaction, and purchase intentions.
Johnson, Anderson et al., (1995) argue that two general conceptualizations of satisfaction
exist in the literature, transaction-specific satisfaction and cumulative satisfaction. The author
distinguished transaction-specific satisfaction and cumulative satisfaction and noted that
cumulative satisfaction is the most appropriate notion when we want to evaluate the overall
experience from a destination. Spreng et al. (1996) analyzed the mechanisms that produce
satisfaction and highlighted that previous researchers have not proved the relationship between
the perceptions of quality of performance and satisfaction. The authors argued that if perceived
performance exceeds a consumer's expectations, then the consumer is satisfied. On the other
hand, if perceived performance falls short of his or her expectations, then the consumer is
dissatisfied. Their proposed model confirms the importance of desires as a key source of
satisfaction, it also analyzes the roles of expectations, desires, and performance, and it argues
that information satisfaction as a prime determinant of satisfaction.
Baker and Crompton (2000) try to analyze the relationships between the quality of
performance and the satisfaction factors in the tourism field. They did their study at a cultural
festival with more than 50.000 participants during two and a half days. They measured service
quality by using 18 attributes in order to measure four domains: generic features of the festival,

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specific entertainment features of the festival, information sources and comfort amenities which
are conncected to overall amenity of the festival. Their conclusions were consistent with
previous studies and they note that satisfaction was strengthen by higher levels of performance
quality. Furthermore, they argued that there is a relationship between quality, satisfaction and
behavioral intentions and that high performance quality make loyal customers and increase the
likeness of returning back and spreading positive word-of-mouth about the festival. Baker and
Crompton (2000) measured satisfaction based on studies of Crosby and Stephens (1987) and
behavioral intentions based on Zeithaml et al (1996).
Lee et al (2007) examined the relationships between festival visitors perceived service
quality, perceived service value, satisfaction and behavioral intentions. They applied their study
to the Cajun Catfish Festival in Conroe, Texas, a three-day music and art festival with 30.000 to
40.000 visitors and their results supported the theoretical conceptualization of Baker and
Crompton (2000) as well.
In the context of tourism, Crompton and Love (1995) defined satisfaction as the quality
of a visitors experience, which is the psychological result coming from the participation in
recreational activity. Tomas et al (2002) in consistent with Baker and Crompton (2000) argue
that service quality is an important contributor to satisfaction. However a high satisfaction level
may derives even when perceived service quality is low. Satisfaction refers to an emotional
condition which results after the consumers experience to the attributes of the service offered.
Shonk and Chelladurai (2008) proposed a conceptual model of quality in event sport
tourism in order to test the interrelationships between perceived quality of sport tourism, tourist
satisfaction and intention to return to the place of the event. They used four primary dimensions:
access quality, accommodation quality, venue quality and contest quality. Tsuji et al (2007)
examined the interrelationships of service quality, satisfaction and behavioral intentions of
attendees at a major sport event and results suggested that core service quality to be important
predictor of satisfaction levels and core service quality to have an indirect influence on revisit
intentions. The core service relates to the performance of the promised service.
Yoshida and James (2010) suggested and tested a model that analyzed the relationships
between service quality, core product quality, game and service satisfaction and behavioral
intentions. Survey took place at a professional baseball game in Japan and at two college football
games in the United States. The study verified these relationships and in addition it discovered

11
theoretical evidence about the positive influence of game atmosphere on behavioral intentions.
David and Swanson (2009) examined how performing art managers can use service quality
dimensions in order to determine what elements are most significant for attracting and retaining
customers. The results showed that as the level of commitment with the organization increased,
the more likely visitors were to use positive word-of-mouth to recommend the organization and
return in the future. Commitment refers to the durability and consistency of a relationship over
time.
In the sport tourism literature, Kouthouris and Alexandris (2005) investigated the
applicability of the SERVQUAL model in predicting customer satisfaction, using previous
studies by Oliver (1980) and customer behavioral intentions based on previous studies by Ajzen
and Fishbein (1977), in an outdoors setting. However, the authors argue that SERVQUAL is not
a good instrument for measuring service quality in the outdoor industry, as satisfaction and
behavioral intentions could not be predicted. They proposed the model by Brady and Cronin
(2001) instead. Brady and Cronin (2001) supported the performanceonly approach by creating a
multidimensional framework that customers form service quality perceptions based on their
evaluations of three basic dimensions: outcome, interaction, and environmental quality.
Kouthouris and Alexandris (2008) applied the SPORTSERV scale in order to measure
behavioral intentions in the context of professional soccer in Greece. SPORTSERV scale was
developed by Theodorakis et al (2001) in order to measure five service quality dimensions:
tangibles, responsiveness, access, security and reliability. McDonald et al. (1995) proposed
TEAMQUAL, an adaptation of SERVQUAL used for measuring service quality within the
context of team sport. McDonald et al. (1995) proposed that that the most significant dimensions
of service quality were: tangibles and reliability.
Yuan et al (2008) suggested a theoretical model of wine tourist behavior that examined
past behavior, perceived value, satisfaction and behavioral intentions. Wine tourism is a form of
alternative tourism where tourists can visit wineries, vineyards while wine festivals are organized
all over. The research suggested that quality of an event-encounter service is depended on seven
factors: social approvals, involvement, affect, judgment, activities, eventscape and community
identity. Lockshin and Spawton (2001) analyze the development of a wine tourism strategy using
branding theory. More specifically, the authors examine the levels of involvement and brand
equity in the wine tourism context and conclude that customer relationship management can

12
enhance brand equity in the long term and that it is crucial to understand customers and to invest
on customer loyalty. Chelladurai and Chang (2000) proposed three dimensions of quality
evaluations: the core service, the physical context such as the physical facilities and equipment in
which the service is provided and the interpersonal interactions in the performance of the service.

2.4 Behavioral Intention

Measuring future intentions of attendees is important for the continued success of an

event as well (Yosuke et al., 2007). Cronin et al. (2000) suggest that quality, value and
satisfaction directly influence behavioral intention. In the tourism literature, Kozak (2002)
reveals a strong relationship between tourist satisfaction and a desire to return to the destination.
According to the theory of planned behavior (Ajzen, 1991), people act following their
perceptions and their intentions are affected by the behavior, subjectivity and overall perceptions
of behavioral determination. In the sport and tourism literature, Xing and Chalip (2006) suggest
that destination image perceptions have an impact on the intention to visit a destination when the
event image matches with the destination image. Baker and Crompton (2000) examine
behavioral intentions by using seven items derived from Zeithaml et al. (1996). More
specifically, the items were linked with loyalty and willingness-to-pay more.
Consumer loyalty derives from positive word-of-mouth, repeat purchases and
recommendations to others. Tourism destinations and festivals can be considered products as
well, and the likelihood of customers to recommend them is very important for the future of the
organization. It is more possible that satisfied visitors will come back and will tell the others
about their positive or negative experiences. Studies like Prayags (2009) in the cause of the
island of Mauritius showed that there is a positive and direct relationship between destination
image and future behavioral intentions. Furthermore, destination image proved that influences
pre-visit and post-visit behaviors. The author also showed that there is a positive and direct
relationship between destination image and overall satisfaction and overall image. More
specifically it highlighted also a positive linkage of overall image with future behavior and
overall satisfaction. However a positive and direct relationship between overall satisfaction and
future behaviors was not confirmed.

13
 Mosley et al (2011) on their research proposal discuss the revisit intentions for a music
festival and the host destination. They propose a study at the New Orleans Jazz Festival which
hosts more than 400.000 visitors. Schofield and Thompsons (2007) study focused on visitor
motivation dimension for attending a cultural festival. More specifically, the authors investigated
the internal and external factors that affect visitor motivation and compared the results with
previous studies. They also examined visitor satisfaction and revisit intentions and the
relationship between visitor origin and motivation to attend the festival.
Hume et al (2007) made a qualitative research in order to identify the predictors of
positive repurchase intention, on a general performing art experience and conclude that the
relationship between functional quality, technical quality attendance, subscription and
involvement are very important on future intentions. Martensen et al. (2007) examine the
impacts of an event on brand attitude and buying intentions. The proposed model supported that
buying intentions of a brand are affected by event marketing and that value is transferred from
the event to the brand. Furthermore, the authors suggested that the higher the level of
involvement, the more positive emotions are created towards the event. Fit also between event
and brand plays a crucial role. If the fit between the event and the brand is good, it is more likely
that customers will present more positive emotions.

2.5 Destination image

Branding of places as destinations requires more complex managerial activities than

product brands (Karavatsis and Ashworth 2005). Past experiences or past behaviors with the
event or the destination are an important predictor of destination image (Milman and Pizam,
1995). There is wide agreement that places can be branded and marketed like products but little
empirical research was found on how to brand a city successfully. According to Hankinson
(2009) five critical elements of successful destination branding must be identified when we
analyze the destination image: stakeholder partnerships, brand leadership, department
coordination, brand communications and brand culture. According to a research by Richards and
Wilson (2004), the image of Rotterdam changed in a positive way after it was the Cultural
Capital of Europe on 2001 and the authors underline there the importance of including image
assessment in the evaluation of major cultural events. Tourists are an important part of the

14
service process as they can be involved actively or passively and their presence influences the
outcome. On the other hand, satisfaction is an experiential attribute, a psychological state that
can only be derived from interaction with the destination (Yon Lee et al., 2007). Kotler et al.
(1993) define the concept of a place image as the value of the beliefs and perceptions that
people hold about a place. According to Kotler and Gertner (2002) a place image derives from
several features such as the places culture and geography.
The importance of destination image in decision making has been generally accepted,
since it has to do with a persons subjective perception, behavior and destination choice (Mohan,
2010). Perceptions influence travelers decision to choose a destination site. Glennand Linda
(2007) describe that events organized vary from international, major and hallmark events to local
and community based events. Every type of event tries to satisfy the needs and interests of
todays traveler. More specifically according to Ritchie and Zins (1978) culture has been found
to be a leading cause in the attractiveness of a tourism destination.
Ooi and Jesper (2010) argue that cities enhance their image through organizing activities
and events for visitors and residents by supporting cultural scenes, nightlife and the celebration
of diversity, making this process beneficial for both residents and visitors. A good example is the
film festival, which is a category of special events that is often used in order help the economic
development of a region. West (1997) argues that place substitutability made place branding
necessary as a result globalization of business investment and the strong nature of the
competition among places to host major sporting or cultural events, or to become centers for
tourism.
Ashworth and Kavaratzis (2009) suggest that place branding and marketing has many
similarities with the corporate world of business to business and consumer marketing. Brown et
al. (2004) argue that the organization of a sport event to a destination can transfer image and
brand associations to the host destination, as co-branding theory suggest. According to
Kavaratzis (2004) city branding brings together marketing theory and practice closer in order to
explore the nature of places. It helps researchers and practitioners to identify the attributes and
images of the city in one marketing message, the citys brand. City branding is the vehicle in
order to achieve competitive advantage for investment and tourism, and community development
by enhancing local identity and identification of the local community with their city.

15
2.6 Events and destination image

Xing and Chalip (2006) suggest the image transfer concept, meaning that events and
destinations may influence each others image, based on co-branding theory. The
interrelationship between these concepts needs to be examined within a larger theoretical
framework to understand not only their mutual influence but also their impact on consumers
behaviors. Quinn (2006) analyzes the term festival tourism and suggests that festivals create a
product and enter into the authentic culture of a place while visitors create new forms of
demand. Schofield and Thompson (2007) investigate the several dimensions of visitor
motivation for attending a cultural festival in Mongolia and conclude that festivals must be
planned and managed efficiently in order to maximize the benefits for a tourist destination in
terms of image enhancement, cultural enrichment and economic spin-off.
Getz (2008) suggest that events can be described as attractions, catalysts, animators,
place marketers, and image-makers (p.406). The specific role of a destination marketing
organization is to promote tourism to a destination, both business and leisure travel.
Richards (1996) defines cultural tourism as the movement of persons to several cultural
attractions, such as museums, theatres and festivals in order to live new experiences. Events are
becoming more and more popular, especially in regional areas where sources of income are more
limited than in bigger cities (Felsenstein and Fleischer, 2003; Pasanen et al., 2009)
According to Pasanen et al. (2009) even a small town event can become a significant
attraction if the destination can handle a specific number of visitors, as events can be developed
without high investments or additional facilities. According to Getz (2008) local events could
create problems, from a tourism perspective, as some of them can be developed, requiring
investment, and others are not interested in tourism.
However Moscardo (2007) suggest that events have to create community
involvement, based on both economic and socio-cultural values. Community dissatisfaction
could harm the long-term sustainability of an event because the acceptance by the local
community is crucial for the durability of the event (Small et al., 2005). Davis and Swanson
(2009) explore the importance of five service attributes (employees, show time, facility access,
ancillary quality and visual aesthetics) used by visitors when evaluating the service quality of
their experience at performing arts events while Hume et al. (2007) examine consumers

16
feedback on the performing arts events as well, in order to understand the predictors of
repurchase intentions. On the wine tourism literature Yuan et al. (2008) analyze tourist behavior
with regard to past behavior, satisfaction, perceived value and behavioral intentions.
Brand equity summarizes the dimensions of a brand: awareness, perceived quality brand
associations, loyalty and other brand resources (Aaker, 1995). Creating and managing an
appropriate destination image and destination personality have become vital for effective product
positioning (Hosany et al., 2006). Cities are being branded in order to improve their position as
attractive leisure and tourism destinations (Parkersons and Saunders, 2005). Burmann and
Meffert (2005) make a distinction between brand identity and brand image: brand identity
focuses on internal groups of a city (local authorities, stakeholders, community) and brand-image
analyzes how the externals perceive the city (visitors, tourists, external investors). Kardes (2002)
explains that researchers analyze the perceptions about a brand by measuring the attributes on a
Likert scale, Guttman scale or using multidimensional scaling, in order to understand how
consumers perceive brands and which dimensions are the most important.
Image is one of the main reasons that affect peoples choices they make when deciding
on where to stay, work, or go for leisure and holidays. Such decisions usually are not made based
on the objective characteristics of a city but based on the subjective perception people have.
Pike (2002) argues that the brand image plays an important role in the building of brand identity.
Based on the brand identity and through the marketing strategies used by the destination
marketer, a destination image is created in the mind of a tourist, image that is an important factor
for the tourists decision process. The satisfaction or dissatisfaction that the tourist has
concerning a tourism product relies upon the expectations that he had from the destination, the
destination image and the performance at the destination. Aaker (1996) defines brand equity as
the attributes of a brand, including awareness, loyalty, perceived quality brand associations and
other brand characteristics. Brand associations help consumers retrieve the brand from their
memory when they have to choose among other brands (Aaker, 1996).
Brand awareness is the base of brand equity and in general it leads to liking. If people are
aware of a brand, they tend to like it more than brands they are less familiar with. As Brandt and
Mortanges (2011) suggest based on Kellers (2003) study, the brand identity of a city could
change by improving the basic services, using bigger and better media coverage, better public
relations tools in order to manage the negative image, strong marketing communication, or

17
leveraging secondary brand associations in order to build brand equity. Mazurek, 2008, cited in
Stncioiu (2011) suggest that an important outcome of the destination marketing is the fact that
the brand identity must remain constant, while the destination image can differentiate over the
time or must be renewed due to internal and external factors. Keller (1993) suggests that brand
associations can be categorized into three major categories: attributes, benefits and attitudes.
Thus, in order to build a destination brand, the destination marketer must take into consideration
both cognitive and affective elements in order to form the desired tourism product.
Parkerson and Saunders (2005) highlight the important role of local authorities and public
policy in city branding. A local governments economic development and city planning functions
are crucial in order to succeed the development of brand equity, whereas it is also important to
support the cultural life of the city. Public policy affects the citys cultural products, which are a
responsible for the development of urban tourism. Anholt (2006) suggests a way to measure a
citys brand, the City Brand Hexagon. City Brand Hexagon consists of six components of
Presence (international status and standing), Place (perceptions about the physical aspect of the
city), Potential (the economic and educational opportunities that the city is believed to offer),
Pulse (the lifestyle and the excitement that the city can offer), People (the behavior of citizens of
the city) and Prerequisites (the basic qualities of the city). However literature reveals a lack of
homogeneity concerning the characteristics that define an individuals perception as there is not
a common scale that has been widely accepted by most researchers when measuring perceived
destination image (Mohan, 2010).
A lot of cities use sporting events in order to present an attractive image to potential
tourists. The most widely researched examples of event sport tourism are the Olympic Games
and the Soccer World Cup. The outcome of the Olympic Games according to Faulkner (1998) is
effective destination promotion and the promotion of pre and post-Games travel planning. A
tourist will visit a specific destination hosting a sport event, because the destination provides the
opportunity to experience positive outcomes, such as relaxation, socialization and prestige)
through environmental features, such as shopping or weather.
However many destinations offer the same product due to globalization and similarities
on culture and infrastructures. Messely et al. (2010) suggest that destinations must identify and
promote their competitive advantages that they held, in order to compete at global level for
investments, tourism or political power. Tsai (2007) suggest that are three consecutive decision-

18
making stages in tourism: pre-visitation, during-visitation and post-visitation. Tourist behavior
includes pre-visits decision-making, onsite experience, experience evaluations and post-visits
behavioral intentions and behaviors. Destination image influence the destination choice decision-
making process and the after-decision-making behaviors including participation (on-site
experience), evaluation (satisfaction) and future behavioral intentions (intention to revisit and
willingness to recommend). Lee et al. (2005) suggested that people having a good destination
image, it is more likely to result to a higher satisfaction level and stronger behavioral intentions.
Psychological Continuum Model (PCM) is a theoretical framework that provides an
extended view of sport and non-sport tourists perceived destination image, revisit intention and
experience evaluation. It measures the parameters in which a relationship between an individual,
sport or athlete is created taking under consideration awareness, attraction, attachment and
allegiance.
Xing and Chalip (2006) focused on the co-branding theory and proposed a model that
examined the transfer of image between the event and the destination brand. According to the
authors, hosting a sport event does increase the degree to which a destination is perceived to be
an active one. Match-up between events and destinations is very important and events have a
more determinant impact on their destinations than the opposite. Hankinson (2004) suggested a
relational network brand model for tourist destinations. This model examines the place brand
as a core brand, including personality, positioning and reality, brand infrastructure relationships,
primary service and media relationships and consumer relationships.
Parent and Sguin (2008) developed a model of brand creation for one-off large-scale
sporting events by testing it on 2005 Montreal Fdration Internationale de Natation World
Championships. The study highlighted the importance of the leadership group in order to create a
major events brand. In addition this, leadership should include individuals with strong political
and business skills. The nature and the context of the event are also very crucial, depending on
the situation. Parent and Sguin (2008) also noted that the communication of the brand to the
internal and external stakeholders is very important because of the feedback they will give back
to the leadership group.
Bign et al (2001) propose that the image of a destination influences tourists future
intentions and evaluation of that destination. Hosany et al. (2007) discussed the relationship
between brand image and brand personality in the context of tourism destinations. They argue

19
that branding theories applied to cities, in particular to tourism destinations, is a relatively new
area of academic investigation. Hosany et al. (2007) examine the nature of this relationship of
destination image and destination personality, based on tourists evaluation. Tourists evaluation
of destinations is depended on cognitive, affective and personality dimensions. Thus destination
marketers should use branding theories and strategies that enclose these three dimensions in
order to create a better image. Hosany et al. (2007) measured destination personality using
Aakers (1997) five dimensional scale.
In the sport tourism literature there are several studies examining either the Sport Event
Image (Green et al., 2010; Kaplanidou and Vogt, 2007; Hallmann and Breuer 2010; Koo et al.
2006; Kouthouris and Spontis, 2005) or the interrelationship between sports and tourism (Hritz
and Ross, 2010; Brown et al., 2010). Kaplanidou and Vogt (2007) proposed a theoretical model
dealing with the relationships between sport event image, destination image, satisfaction with the
event, past experience with the event and destination, intentions to revisit the destination and
subsequent behaviors of sport tourists to revisit. The results of the study revealed a positive
impact of sport event image on destination image, a positive impact of event image on
satisfaction levels with the event and destination image was a strong predictor of revisit
intentions. According to Quinn (2006) relatively little attention has been paid in literature in
order to examine if festivals can provide an effective mean for developing sustainable tourism.
To fill this gap and gain a better understanding on the development of cultural tourism, the
dissertation will propose and test the following model, based on previous research.

20
 3. Methodology

3.1 Study Area

The current study was conducted at the Sani Festival, a music festival that started in
1993. The festival is cited in Sani area, in Chalkidiki, Greece. From the beginning, Sani Festival
was a bridge between arts and tourism by creating links between local and foreign visitors,
contributing to a richer cultural sector with more activity in the regions, and becoming a festival
with its own distinctive character and identity. Sani Festival sets the highest standards of quality
and innovation, as it introduces a range of program that have established themselves as regular
events: Jazz on the Hill, Sounds of the World, concerts of Greek music, Sani Classic, dance
performances and visual arts event. The first Jazz on the Hill took place in 1992 and was a three-
day program of jazz music. Back then the festival was a much smaller affair just a few concerts
reflecting the organizers passion for jazz music. Sixteen years on, Jazz on the Hill is now a
three-day celebration of Jazz music held in early July and it has hosted concerts by some of the
living legends of the jazz world, featuring artists of the calibre of Jan Garbarek in 1995,
Cassandra Wilson in 1998, Dee Dee Bridgewater in 2000, Chico Freeman in 2003 and Charlie
Haden in 2005. The organizers has made Jazz on the Hill an important event in the international
music calendar, and the only international jazz music festival in Greece to have established itself
as a permanent fixture.

3.2 Data Collection

A sample is a subset of a population and it represents the main concern of the study as a
population is any accurately defined set of people or collection of items which is under
investigation. (Collis and Hussey, 2003) According to Saunders et al. (2009) sample data are
required in order to generalize about all the cases from which our sample has been selected.
Sampling techniques can be divided into two types:

Probability or representative sampling

Non-probability or judgmental sampling

21
 According to Saunders et al. (2009) probability sampling allows the researcher to answer
research questions and to accomplish objectives that require estimating statistically the
characteristics of the population from the sample. Besides, the benefit of probability sampling is
that the sampling error can be determined. Thus, probability sampling is used with survey and
experimental research strategies. On the other hand, non-probability samples do not allow the
researcher to make statistical generalizations or conclusions about the characteristics of the
population in order to answer the research questions.

The procedure of probability sampling can be divided into four stages: (Saunders et al, 2009)

Choose a suitable sample size

Determine a suitable sampling frame based on the research questions.

Make sure that the sample is representative of the population

Select the sample and the most appropriate sampling technique

According to Saunders et al. (2009) large sample size means lower error in generalizing
to the population. The choice of the sample depends on: (Saunders et al, 2009) The level of
reliance that the characteristics of the data collected will represent the characteristics of the total
population

The size of the total population from which the sample is being taken

The types of analyses that is going to be executed

The limit of error that can be accepted

According to Saunders et al. (2009) the larger the number of a sample will be, its
distribution will be closest to the normal distribution even if the population is not actually
normally distributed. The confidence level represents the accuracy of estimations of the
population with a percentage that refers to a certain range or margin of error. According to
Saunders et al. (2009) the choice of probability sampling technique depends on the research
questions and objectives. There are five basic techniques that can be used to select a probability
sample:

22
 Simple random

Systematic

Stratified random

Cluster

Multi-stage

Systematic sampling was used and target population was the visitors of Jazz on the Hill
festival. Every 10th visitor who entered the gate were approached and asked to participate in the
survey. After they agreed to participate the questionnaire was given to them and they were
requested to complete and return it. The time that was needed in order to complete the entire
questionnaire was approximately 3 minutes. Four persons were recruited in order to distribute the
questionnaires at the exits of the festival. The questionnaire was distributed both in English and
Greek language, as Jazz on the Hill Festival attracted visitors not only from Greece but from
other countries as well.
It is important that higher confidence level depends upon a larger sample size.
Researchers normally work to a 95 per cent level of certainty. The margin of error is defined as
the amount of error that the researcher can tolerate. The size of the sample needs to be large
enough to ensure territory coverage, validity and reliability of results and generalization of
findings. Hair et al. (1998) suggest a minimum sample size of 100, thus researchers should
collect at least 100 or more questionnaires. Visitors who visited the Jazz on the Hill festival were
used as the sample for this study. Jazz on the Hill festival had 2000 visitors that represent the
entire population. 212 people completed the survey with 171 valid questionnaires that finally
used in the study.
The analysis of survey results has been performed with the help of widely accepted
software package, named SPSS (Statistical Package for Social Sciences) in order to analyze the
collected data. Leech et al. (2010) note that through SPSSs dimensions survey research
technology, the researcher can understand all the influences and relationships between factors
and variables. SPSS is a comprehensive system that gathers data and uses them in order to
generate reports, figures, descriptive statistics and complex statistical analyses, charts and plots
of distributions and trends. Descriptive statistics were used to explore the profile of the sample

23
population. It is a common requirement in tourism research to reduce the large number of service
quality and satisfaction items into a smaller set of dimensions in order to have a smaller
representation of data. The sample was segmented in potential sub-segments based on
demographic variables of the respondents. Regarding the relations between dimensions
regression analysis, bivariate correlations, two independent samples t-test and ANNOVA were
performed. These tool of effective decision-making were used in order to test the research
hypotheses.

3.3 Quantitative Research

According to Collis and Hussey (2003) there are two main research paradigms, the
positivist paradigm and the phenomenological paradigm. The positivistic paradigm analyzes the
causes of social phenomena, without taking under consideration the subjectivity of the
individual. The usual method of a positivistic paradigm is to study the literature to build an
appropriate theory and assemble a hypothesis. A hypothesis is an idea or proposition which you
test using a statistical analysis. With a phenomenological approach, there may be no relevant
existing theory or you may not wish to be restricted by existing theories. Therefore, you may
carry out your investigation in order to construct a new theory to explain the phenomena or to
describe different patterns which emerge in the data. The survey research strategy is a positivistic
method which is very popular in business and management research. According to Collis and
Hussey (2003) survey research allow the compilation of a large amount of data, gathered from a
sizeable population in a highly efficient way. Quantitative analytical techniques are then used to
draw particular relationships between variables and to produce models of these relationships.
When sampling is used, it is possible to generate findings that are representative of the whole
population at a lower cost than collecting the data for the whole population. Surveys enable the
researcher to gather data about situations at one point in time through questionnaires or
interviews. According to de Vaus (2002) questionnaire refers to all techniques of data collection
in which survey respondents are asked to fill out to the same set of questions in a predetermined
order. According to Bulmer (2004) the questionnaire is used in social sciences in order to gather
information on participants beliefs and reasons for action concerning the issue that is observed.
According to Collis and Hussey (2003) the choice of questionnaire depends on a the research

24
questions and research objectives, the characteristics of the participants in the survey, the size of
the required sample, the possible response rate, the types of questions and the number of
questions. According to Pinsonneault and Kraemer (1993) survey research allow the researcher
to generalize the results to the population.
This study followed the guidelines on ethics suggested by Babbie (1998). Babbie (1998)
points out three important ethical aspects in social science research including voluntary
participation of subjects, avoidance of doing harm to them, and protection of participants
privacy.

3.4 Sample Profile

The samples primary purpose of the trip was to attend the music festival. The sample
consisted of 55% males and 45 % females. The average age of the sample respondents was 37
years old. Most of the respondents (90%) came from Greece. 51% of attendants were university
graduates and 30% had a masters Degree. Professional status distribution of the respondents
featured 37% business owners, 25% private sector employees, 15% students, 15% public sector
employees and 4% unemployed.

3.5 Designing the Questionnaire

Service quality, satisfaction, destination image and visitors behavioral intentions were
included in the hypotheses that were tested. The proposed questionnaire consists of seven
sections. Section one measures the visitors perceived service quality, section two measures
visitors behavioral intentions. Section three measures visitors satisfaction, section four
measures the visitors destination image, section five asked respondents the reason of visitation,
section six measures the past experience of respondents with the festival and section seven asks
for demographic information.

25
3.5.1 Perceived Service Quality

Section one of the questionnaire measures the visitors perceived service quality. The
development of the scale was based initially on the SERVQUAL (Parasuraman et al. 1988).
However as Lee et al. (2008) mentions that in the tourism field, service quality dimensions are
not generic across all services. The authors suggest that the five dimensions of SERVQUAL are
not applicable because of minimum interaction with service personnel and much of the
experience derives from visitors direct interaction with tangibles. The perceived service quality
section of the questionnaire has four domains instead, in agreement with Baker and Cromptons
(2000) study. Perceived service quality items are based also on Lee, S.Y.s (2006) work. More
specifically the four dimensions of service quality are: generic features (six items), specific
entertainment features (five items), information sources (two items), and comfort amenities (six
items). The items were measured using a seven-point symmetrical Likert-type scale ranging from
1 (very poor) to 7 (very good). It was explained to the participant: Jazz On The Hill 2011.
Please circle the number which best reflects your opinion. The questions that reflected the
generic features of the festival were:

Overall, the quality of Jazz On The Hill was

The visual appearance of Jazz On The Hill was

The feelings of safety on the site was

The cleanliness of the portable restroom was

The food and beverages were

The cleanliness of the festival site was

The questions that reflected the specific entertainment features were:

The live entertainment was

The quality of the performance was

The acoustics/sound quality was

26
 The promptness of the music performance was

The gift shop/merchandise area was

The questions that reflected the information sources were:

The printed information showing event locations and performance schedule was

Festival staffs guide services were

The questions that reflected the comfort amenities were:

The friendliness of people at Jazz on the Hill was

The number of places to sit down and rest was

The seat location/viewing was

The seating comfort was

Parking facility was

The availability of restroom was

3.5.2 Behavioral Intention

Section two of the questionnaire measures the visitors behavioral intentions. As Dodds
et al. (1991) suggested that favorable brand and information positively influence perceptions of
quality, value, and consumers intention to buy, Xing and Chalip (2006) highlight that the
destination brand plays a crucial role in destination choice. Thus, an event can improve the
perceived dimensions of the host destination image and the likelihood that tourists will revisit the
destination. This study is based on Baker and Cromptons (2000) work. Baker and Crompton
(2000) used an adaptation of Zeithaml et al.s (1996) model of 13 items. Zeithaml et al.s (1996)
analyze the important role of behavioral intentions and actual behavior on the relationship
between service quality and financial performance by using five dimensions: loyalty to company,
willingness to pay more, tendency to switch, external and internal response to problem. As
Zeithaml et al. (1996) conclude, just loyalty (with five items) and pay more (with two items)

27
revealed consistent patterns of loadings from the five factors across their studies in several
companies.
The questions that examine visitors loyalty were:

Say positive things about Jazz On The Hill to other people

Attend Jazz On The Hill again next year or the year after

Recommend the Jazz On The Hill to others

Visit Sani Resort again next year or the year after

Encourage friends and relatives to go to Jazz On The Hill

The pay more items were:

Continue to attend Jazz On The Hill if the admission price was increased

Pay a higher fee for the Jazz On The Hill than at other festivals

These items were measured using a seven-point symmetrical Likert-type scale which ranged
from 1 (not at all likely) to 7 (extremely likely).

3.5.3 Satisfaction

Section three of the questionnaire measures the visitors perceived satisfaction. Four
items were used based on Olivers (1997) study. The first three items were the My choice to
visit Jazz on the Hill festival was a wise one, I think that I did the right thing when I visited
Jazz on the Hill festival, and I am satisfied with my decision to visit Jazz on the Hill festival.
Two additional items were added. One item was added in order to measure the meeting of
expectations of visitors. Based on Ohs (2000) study, the item was: high expectations were
met. A fifth item was developed in order to measure the overall satisfaction: I am satisfied with

28
the services experienced at Jazz On The Hill. The purpose was to ask visitors to express their
satisfaction or dissatisfaction with the condition of the Jazz On The Hill and the overall event
experience in agreement with Chen and Tsai (2007). These items were selected from the
marketing and hospitality literatures (Oh 2000; Oliver 1997). All items were measured using a
seven-point symmetrical Likert-type scale which ranged from 1 (strongly disagree) to 7 (strongly
agree).

3.5.4 Destination image

Section four of the questionnaire measures the visitors perceptions on destination image.
As destination image we refer on Sani Resort which hosted the Jazz On The Hill festival. Sani
Resort is located on the magnificent Kassandra peninsula, stretching over more than 1000 acres
of fragrant pine forest, olive groves, golden beaches and crystal clear waters. Sani Resort has
preserved over 1200 acres of private forest for the enjoyment guests and the local community
with a dedicated Sani Forest team to ensure the forest and its trails are well-managed. Guests can
swim in some of the clearest waters in the world, certified by the independent Foundation for
Environmental Education and the beaches are awarded by the Blue Flag eco-label for cleanliness
and environmental awareness. Destination image scales were derived following Kaplanidou and
Vogt (2007). Kaplanidou and Vogt (2007) results were based on previous studies of Baloglu and
McCleary (1999b), Xing and Chalip (2006) and Kim and Yoon (2003). More specifically Kim
and Yoon (2003) developed an empirical measurement model of tourism destination image that
includes affective and cognitive image constructs. The results of their study suggested that the
affective construct influence more destination image than the cognitive image does. Baloglu and
McCleary (1999a) compared travelers' images of four Mediterranean destinations by measuring
cognitive, affective, and overall image. Thus, in order to measure destination image of Jazz On
The Hill festival, the instrument included a set of five cognitive and five affective items. The
cognitive items included destination constructs and were measured on a five-point Likert scale
which ranged from 1 (very little) to 7 (very much). The question was How much did the Sani
Resort offer you during your stay? and the items were accommodations, restaurants, activities,
beautiful scenery, and beaches. The affective constructs were measured by five seven-point
semantic differential items that ranged from exciting to gloomy, from unpleasant to pleasant,
from arousing to sleepy, from distressing to relaxing and from unfriendly to friendly.

29
3.5.5 Reason of visitation

Section five of the questionnaire was one open-ended item that was used in the
instrument in order to understand the reasons people visited Sani Resort. The question was Is
the Jazz On The Hill the main reason for visiting Sani Resort? so to analyze if people that
attended the festival visited Sani Resort for either vacation reasons or just to attend the Jazz On
The Hill festival.

3.5.6 Past experience

Section six of the questionnaire measures respondents past experience with the festival.
Past experience with a destination or event has been found to be an important predictor of
destination image in the literature. Kaplanidou and Vogt (2007) highlighted that previous
experience with a destination follows intentions to return to a destination. This happens because
destination choice becomes less risky and it creates a more realistic image compared with images
created before visiting. Milman and Pizam (1995) analyzed the impact of awareness with a
destination on travelers destination image and concluded that travelers who visited a destination
in the past had a more positive destination image than those who were just aware of the
destination. Past experience with the Jazz On The Hill festival was measured by one open-
ended item, which asked the visitors about the frequency of their attendance at the festival during
the past six years.

3.5.7 Demographic Characteristics

Section seven of the questionnaire covered the demographic characteristics of

respondents. The items were: country of origin, gender, age, marital status, educational
background and profession. These questions are generally viewed as sensitive questions and
were purposefully placed at the end of the questionnaire.

3.6 Research Hypotheses

The review of research literature in tourism and marketing reported the relationships
between perceived service quality, satisfaction, behavioral intention and destination image.

30
Hence, it is important to investigate the effect and relationships of all relevant constructs. The
study hypotheses established to be addressed and answered through the research study were as
follows:
H1: Perceived service quality predicts event loyalty

H2: There is a significant positive correlation between satisfaction and event loyalty

H3: Perceived service quality will predicts event satisfaction

H4: Destination image predicts destination revisit intention

H5: There is a significant positive correlation between Destination image and event loyalty

H6: There is a significant positive correlation between Satisfaction and destination image

H7: There is a significant positive correlation between Satisfaction and intention destination

3.7 Limitations

The limitations inherent to this research study should be carefully acknowledged and
considered due to the fact that they have a direct influence on the ultimate understanding of
research results. Onwuegbuzie, et al. (2005) suggest that the outcomes of this study would be
constrained due to certain limitations concerning the research design. The approach used in the
present research study is consisted only of a quantitative one. However, in order to obtain a
complete and comprehensive picture of the phenomena, the formation of qualitative data is
highly necessary as it enables further clarifications with regards to the relationships identified
through the quantitative research method.

31
 4. Findings

The chapter of the present research study provides an analysis of the results obtained
through the data collection process. Based upon the literature review, several research
hypotheses have derived. This chapter provides answers to the research hypotheses, followed by
the analysis of the findings.

4.1 General Overview

The sample was composed of 212 respondents, visitors of Jazz On The Hill festival.
Participants in this research study covered all age groups specified, most of them being aged
from 17 to 39 years old.

4.2 Descriptive Statistics

The descriptive statistics will be presented and the inferential will follow. The
questionnaire, which includes in total 43 items and the demographic section, has been analyzed
through the use of descriptive statistics. Further on, several outputs from the use of descriptive
statistics have derived. The questionnaire consists of seven sections. The first section includes
the service quality items, the second section includes the behavioral intention items, the third
section includes the satisfaction items, the fourth section includes the destination image items,
the fifth section includes the reason of visitation item, the sixth section includes the past
visitation item and the seventh section includes the demographic information of the respondents.

4.3 Demographics
4.3.1 Gender
After performing the frequencies to the demographic information section, from the total
of 171 respondents, the 54,8% were male and the rest 45,2% were female.

32
 Frequency Percent Valid Percent Cumulative
Percent
Valid Male 92 53,8 54,8 54,8
Female 76 44,4 45,2 100,0
Total 168 98,2 100,0
Missing 3 1,8
Total 171 100,0

Gender
Female

45,2%

Male

54,8%

4.3.2 Age groups

The respondents were categorized to five age groups. The 36,3% of respondents were 17-
29 years old, the 20,4% were 30-39 years old, the 25,5% were 40-49 years old, the 10,8% were
50-59 years old and just a 7% were 60-69 years old.

Frequency Percent Valid Cumulative

Percent Percent
Valid 17-29 57 33,3 36,3 36,3
30-39 32 18,7 20,4 56,7
40-49 40 23,4 25,5 82,2
50-59 17 9,9 10,8 93,0
60-69 11 6,4 7,0 100,0
Total 157 91,8 100,0
Missing System 14 8,2
Total 171 100,0

33
 Age groups

60-69

7,0%

50-59

10,8%
17-29

36,3%

40-49

25,5%

30-39
20,4%

4.3.3 Children

The 44,1% of respondents had 2 children, the 30,5% 1 children, 5,1% had 1 child and
20,3% had no children.

Frequency Percent Valid Cumulative

Percent Percent
Valid 0 12 7,0 20,3 20,3
1 18 10,5 30,5 50,8
2 26 15,2 44,1 94,9
3 3 1,8 5,1 100,0
Total 59 34,5 100,0
Missing 9 112 65,5
Total 171 100,0

34
 CHILDREN

5,1% 0

20,3%

44,1%

1
30,5%

4.3.4 Education level

Most of the respondents and 30,6% of the respondents owned a Master Degree and
51,2% were University graduates. Only 13,5% of the questionnaire respondents were High
College graduates, 3,5% had a diploma from Private College and 1,2% were Elementary school
graduates.

Frequency Percent Valid Cumulative

Percent Percent
Valid Elementary 2 1,2 1,2 1,2

University 87 50,9 51,2 52,4

Master 52 30,4 30,6 82,9
High 23 13,5 13,5 96,5
College 6 3,5 3,5 100,0
Total 170 99,4 100,0
Missing 9 1 ,6
Total 171 100,0

35
 EDUCATION

College
3,5% Elementary

High 1,2%

13,5%

University
51,2%
Master
30,6%

4.3.5 Professional Status

Concerning the professional status, the majority of the respondents own their own
business (36,7%) or work to the private sector (24,9%). Students covered the 15,4%, public
sector employees the 15,4%, unemployed the 4,1% and housewives the 3,6%.

Frequency Percent Valid Cumulative

Percent Percent
Valid Student 26 15,2 15,4 15,4
Public 26 15,2 15,4 30,8
Housewife 6 3,5 3,6 34,3
Private 42 24,6 24,9 59,2
Unemployed 7 4,1 4,1 63,3

Other 62 36,3 36,7 100,0

Total 169 98,8 100,0
Missing 9 2 1,2
Total 171 100,0

36
 Professional Status

Student
Private 15,4%
24,9%

Public
15,4%

Housew ife
3,6%

Unemployed
Other
4,1%
36,7%

4.3.6 Marital Status

In the part of the questionnaire that respondents were asked about their marital status, the
output revealed that 58,3% of the respondents were single and 35,7% were married. Only the
4,8% were divorced and the 1,2% widowers.

Frequency Percent Valid Cumulative

Percent Percent
Valid Single 98 57,3 58,3 58,3
Divorced 8 4,7 4,8 63,1
Married 60 35,1 35,7 98,8
Widower 2 1,2 1,2 100,0
Total 168 98,2 100,0
Missing 9 3 1,8
Total 171 100,0

37
 Marital Status

Widow er

1,2%

Married

35,7%

Single

58,3%

Divorced

4,8%

4.3.7 Service Quality

In the first section of the questionnaire that included the service quality items,
respondents were asked about their opinion concerning Jazz On The Hill festival.
Service quality items were measured on seven-point Likert, from 1 (very poor) to 7 (very good).
The means of the 19 service quality items were estimated to form four new variables: generic
features (six items), specific entertainment features (five items), information sources (two items),
and comfort amenities (six items). These dimensions were also used by Baker and Crompton
(2000). The findings revealed that visitors assigned the highest ratings (mean of 6.34 on a 7-
point scale) to the Information Sources dimension. Specific Entertainment scores had a mean of
6,24 and Generic Features a mean of 6,23. The service quality dimension on which respondents
scored lowest was Comfort Amenities (mean of 5,91 on a 7-point scale).
Furthermore, in the second part of the questionnaire respondents revealed their behavioral
intentions and loyalty concerning the festival and destination. More specifically the 6 items that
measure behavioral intentions concerning the festival were categorized to two dimensions:
loyalty to the festival (with four items) and pay more (with two items). These items were

38
measured using a seven-point symmetrical Likert-type scale which ranged from 1 (not at all
likely) to 7 (extremely likely).

GENERIC FEATURES
N 171
Mean 6,2329
Std. Deviation ,7363

Reliability score 0.859

SPECIFIC ENTERTAINMENT FEATURES

N 171
Mean 6,2403
Std. Deviation ,8297

Reliability score 0.855

INFORMATION SOURCES
N 167
Mean 6,3353
Std. Deviation ,8703

Reliability score 0.795

COMFORT AMENITIES
N 171
Mean 5,9153
Std. Deviation ,8497

Reliability score 0.833

39
4.3.8 Event Loyalty

Concerning the loyalty dimension, almost half of the respondents (49,4%) assigned a
score of 7 with a mean of 6,38. Pay more dimension had a mean of 4,23, which was the lowest
score mean in the entire questionnaire. More specifically, the items that referred directly to
visitors intention to attend Jazz On The Hill again next year or the year after had a mean of
6,48.
In addition one item was included to determine the respondents intention to revisit Sani Resort
with a 7-point Likert-type scale which ranged from 1 (strongly disagree) to 7 (strongly agree).
The question visit Sani Resort again next year or the year after had a score mean of 5,76 with
the 42,6 % of the respondent to score 7 on the 7-point Likert-type scale.

BEHAVIORAL INTENTION
N 170
Mean 6,3838
Std. Deviation ,9746

Reliability score 0.941

PAY MORE
N 164
Mean 4,2317
Std. Deviation 1,8001

Reliability score 0.850

40
4.3.9 Event Satisfaction

In the third part of the questionnaire visitors perceived satisfaction was measured. Five
items were included using a seven-point symmetrical Likert-type scale which ranged from 1
(strongly disagree) to 7 (strongly agree). Total satisfaction dimension had a mean of 6,31 which
was the highest score mean in the entire questionnaire. More specifically, Choice was a wise
one and I did the right thing items had a score mean of 6,43.
SATISFACTION
N 170
Mean 6,3151
Std. Deviation 1,0202

Reliability score 0.954

4.3.10 Destination Image

Section four of the questionnaire measured the visitors perceptions on destination image.
It is important to be mentioned, that the fourth section of the questionnaire was filled only from
visitors that stayed at Sani Resort and not from people that came just for the Jazz On the Hill
Festival. Hosany et al. (2006) studied the destination image constructs and they validated the
cognitive and affective image dimensions.
Concerning the cognitive aspect of the destination image, the means were estimated and the
findings showed that the beautiful scenery had a mean of 6,49 on a seven-point Likert scale
which ranged from 1 (very little) to 7 (very much). Furthermore, beaches had a mean of 5,80,
activities a mean of 5,45, accommodation a mean of 5,12 and restaurants a mean of 5,11.
According to Baloglu and McCleary (1999b) the affective image is the most crucial construct
and should be used by researchers and practitioners. Baloglu and McCleary (1999b) divided
affective image into two poles, a positive one and a negative one in order to compare destination
between them.

41
 The items of affective image aspects included five bipolar scales: Exciting-Gloomy,
Pleasant-Unpleasant, Arousing-Sleepy, Relaxing-Distressing and Friendly-Unfriendly. The
affective constructs were measured by a five five-point semantic differential scale. The items
were bipolar where the positive poles were assigned to smaller values and negative poles to
larger values: 1= exciting and 5 = gloomy, 1 =pleasant and 5 =unpleasant, 1= arousing and 5 =
sleepy, 1 = relaxing and 5 = distressing, 1=friendly and 5=unfriendly.

The mean for each of the five items was to form a new affective image variable. The findings
showed that the Sani Resort perceived to be friendly and relaxing with a score mean of 4,19.
In addition, it has been found that Sani Resort is pleasant with a score mean of 4,17, exciting
with a score mean of 3,98 and arousing with a mean score of 3,45.

AFFECTIVE DIMENSION
N 137
Mean 4,0123
Std. Deviation ,7433

Reliability score 0.839

COGNITIVE DIMENSION
N 120
Mean 5,8111
Std. Deviation 1,2419

Reliability score 0.839

42
4.3.11 Main Reason for visiting the destination

Section five of the questionnaire intended to examine if the Jazz On The Hill was the
main reason people visited Sani Resort. 34.2% of the respondents stated that Jazz On The Hill
was not the main reason for visiting Sani Resort and a 65,8% of the respondents visited Sani
Festival because of the Jazz On The Hill Festival.

Main Reason
no

34,2%

yes

65,8%

4.3.12 Past experience with the festival

Section six of the questionnaire measured respondents past experience with the festival
by one open-ended item, which asked the visitors about the frequency of their attendance at the
festival during the past years. 32.2% of the respondents have visited Jazz On the Hill in the past
more than 6 times and a 25.1% visited Jazz On The Hill for the very first time.

43
25,1% percent of respondents stated that they were visiting the Jazz on the Hill Festival for the
first time, while 74,9% had visited the festival in the past while 32,2% of the respondents have
visited the festival more than six times, and 42,7% visited between one to six times.

Number of Previous visits

0
6 or more 25,1%
32,2%

1
6 8,8%
,6%
5 2

6,4% 11,1%

4 3

7,0% 8,8%

4.4 Reliability analysis

It is necessary to perform a reliability test before proceed to the analysis in order to

examine the factors quantitatively for internal consistency. An analysis of the reliability of all
the items was performed and Cronchbachs alphas were calculated for each set of items. As a
general guideline, the Cronbach alpha value should be at least 0.70 for a scale to demonstrate
internal consistency (Nunnally 1978; cited in Tam, 2004). In the first part of the questionnaire,
the alpha scores for the four service quality dimensions were measured. More specifically,
concerning the Generic Features dimension, the reliability score was 0.859, concerning the
Comfort Amenities the reliability score was 0.833, concerning the Information Sources the
reliability score was 0.795 and concerning the Entertainment Features the reliability score was
0.855. As the Cronbach alpha value for each of the four dimension is larger than 0.70, there is
consistency on the instrument and we can proceed to the analysis.

44
In the second part of the questionnaire, a reliability test was performed for the Loyalty and
Pay more dimensions of the festival. The Cronbach alpha value was 0.941 for the Loyalty
dimension and 0.850 for the Pay more dimension. As a result, the Cronbach alpha value for
each of the two dimensions is larger than 0.70 and there is internal consistency on our
instrument. In addition, concerning the third part of the questionnaire, satisfaction variables had a
Cronbach alpha value 0.954. In the fourth and fifth part of the questionnaire that measures
destination image, the Cronbach alpha values were 0.839 for the affective dimension of
destination image and 0.839 for the cognitive dimension. However, the alpha scores for all
dimensions revealed scores above the 0.70 needed, so we did not need to delete any items in
order to strengthen the internal consistency between the items of the structural equation model.

4.5 Correlations between satisfaction and event loyalty

Bivariate correlation analysis was performed in order to determine whether there exists
any correlation between satisfaction and event loyalty dimensions. A bivariate correlation is a
statistical test that measures the relationship between two level variables. This test will used in
order to tell the researcher the nature of the relationship between the two variables, but not the
direction of the relationship in the sense of describing causality.

Mean Std. Deviation N

SATISFACTION 6,3151 1,0202 170

INTENTION 6,3838 ,9746 170
PAY MORE 4,2317 1,8001 164

SATISFACTION LOYALTY PAYMORE

SATISFACTION Pearson Correlation 1,000 ,800 ,442

Sig. (2-tailed) , ,000 ,000

N 170 169 163

LOYALTY Pearson Correlation ,800 1,000 ,427

Sig. (2-tailed) ,000 , ,000

N 169 170 164

PAYMORE Pearson Correlation ,442 ,427 1,000

Sig. (2-tailed) ,000 ,000

N 163 164 164

45
 According to the bivariate correlation analysis, there is statistical significance correlation
at the .001 level between satisfaction and loyalty. The value of R (.800) indicates a strong
correlation between satisfaction and loyalty. It indicates that Satisfaction level increases,
Loyalty also increases. The values of the R value range from -1 to +1 with negative numbers
representing a negative correlation and positive numbers representing a positive correlation. The
closer the R value is to -1 or +1, the stronger the association is between the variables. There is
also a statistical significance correlation at the .001 level between satisfaction and pay more
variable. The value of R (.442) indicates a strong correlation between these two variables.

4.6 Correlations between destination image and event loyalty

Bivariate correlation analysis was performed in order to determine whether there exists
any correlation between destination image dimensions and event loyalty dimensions.

Mean Std. Deviation N

INTENTION 6,3838 ,9746 170

PAY MORE 4,2317 1,8001 164

AFFECTIVE 4,0123 ,7433 137

COGNITIVE 5,8111 1,2419 120

INTENTION PAY MORE AFFECTIVE COGNITIVE

INTENTION Pearson 1,000 ,427 ,126 ,393

Correlation
Sig. (2-tailed) , ,000 ,144 ,000
N 170 164 137 120
PAY MORE Pearson ,427 1,000 ,044 ,333
Correlation
Sig. (2-tailed) ,000 , ,612 ,000

N 164 164 134 116

AFFECTIVE Pearson ,126 ,044 1,000 ,138
Correlation
Sig. (2-tailed) ,144 ,612 , ,163

N 137 134 137 104

COGNITIVE Pearson ,393 ,333 ,138 1,000
Correlation

46
 Sig. (2-tailed) ,000 ,000 ,163 ,

N 120 116 104 120

** Correlation is significant at the 0.01 level (2-tailed).

According to the bivariate correlation analysis, there is statistical significance correlation

at the .001 level between Cognitive dimension of Destination image and Loyalty. The value
of R (.393) indicates a positive correlation between Cognitive dimension and Loyalty. It
indicates that Cognitive dimension of Destination image level increases, Loyalty also
increases.

The bivariate correlation analysis also showed that there is statistical significance
correlation at the .001 level between Cognitive dimension of destination image and Pay more.
The value of R (.333) indicates a positive correlation between Cognitive dimension and Pay
more. It indicates that as Cognitive dimension of Destination image level increases, Pay
more level also increases.

In addition, we can note that there is statistical significance correlation at the .001 level
between Affective Dimension of destination image and Loyalty (p=0.144) and Pay more
dimension (p=0.612).

4.7 Correlations between satisfaction and destination image

Bivariate correlation analysis was performed in order to determine whether there exists
any correlation between satisfaction dimensions and destination image dimensions.

Mean Std. Deviation N

AFFECTIVE 4,0123 ,7433 137

COGNITIVE 5,8111 1,2419 120
SATISFACTION 6,3151 1,0202 170

47
 AFFECTIVE COGNITIVE SATISFACTION
AFFECTIVE Pearson 1,000 ,138 ,154
Correlation
Sig. (2-tailed) , ,163 ,074

N 137 104 136

COGNITIVE Pearson ,138 1,000 ,349
Correlation
Sig. (2-tailed) ,163 , ,000

N 104 120 120

SATISFACTIO Pearson ,154 ,349 1,000
N Correlation
Sig. (2-tailed) ,074 ,000 ,

N 136 120 170

** Correlation is significant at the 0.01 level (2-tailed).

According to the bivariate correlation analysis, there is statistical significance correlation

at the .001 level between Satisfaction variable and Cognitive dimension of destination
image. The value of R (.349) indicates a positive correlation between Satisfaction variable and
Cognitive dimension. It indicates that Satisfaction level increases, Cognitive dimension
also increases. In addition, we can say that there is no statistical significance correlation at the
.001 level between Satisfaction variable and Affective Dimension of destination image
(p=0.074).

4.8 Correlations between satisfaction and destination revisit intention

Bivariate correlation analysis was performed in order to determine whether there exists
any correlation between satisfaction dimensions and destination revisit intentions.

Mean Std. Deviation N

SATISFACTION 6,3151 1,0202 170

DESTINATION REVISIT 5,76 1,52 162

SATISFACTION DESTINATION
REVISIT
SATISFACTION Pearson Correlation 1,000 ,378

Sig. (2-tailed) , ,000

N 170 161

48
 DESTINATION Pearson Correlation ,378 1,000
REVISIT
Sig. (2-tailed) ,000 ,

N 161 162
** Correlation is significant at the 0.01 level (2-tailed).

According to the bivariate correlation analysis, there is statistical significance correlation

at the .001 level between Satisfaction variable and destination revisit intention. The value of
R (.378) indicates a positive correlation between Satisfaction variable and destination revisit
intention. It indicates that Satisfaction level increases, destination revisit intention also
increases.

4.9 Two independent samples t-test (according to gender)

An independent samples t-test analysis was performed for the genders of respondents.
This test was made in order to test whether the mean for service quality and satisfaction
dimensions is the different for males and females. An independent samples t-test is used when
the researcher want to compare the means of a normally distributed interval dependent variable
for two independent groups.
According to the output of the analysis there is not a significant difference between
genders preferences for the service quality and satisfaction dimensions. More specifically, for
the variable Generic Features, the score of significance is 0.966, which is more than 0.05,
therefore there is not a significant difference between the means of two groups.

Gender Mean Score Std. Deviation t Sig. (2-

tailed)
ENTERTAINMENT MALE 6,2647 ,7927 ,425 ,672
FEMALE 6,2096 ,8860 ,420 ,675
GENERIC MALE 6,2417 ,6509 ,042 ,966
FEATURES
FEMALE 6,2368 ,8219 ,042 ,967
INFORMATION MALE 6,4045 ,7793 1,133 ,259
SOURCES
FEMALE 6,2500 ,9713 1,114 ,267
COMFORT MALE 5,9337 ,8054 ,102 ,919
AMENITIES
FEMALE 5,9204 ,8841 ,101 ,920
SATISFACTION MALE 6,2974 ,9811 -,221 ,825
FEMALE 6,3329 1,0871 -,219 ,827

49
4.10 ANOVA analysis (according to education)
N Mean Std. Deviation F Sig.
GENERIC FEATURES Elementary 2 5,7917 ,6482 ,950 ,437

University 87 6,2421 ,6507

Master 52 6,3010 ,6283
High 23 6,0275 1,2090
College 6 6,5111 ,4037
Total 170 6,2353 ,7379
ENTERTAINMENT Elementary 2 6,1000 1,2728 ,112 ,978

University 87 6,2496 ,7210

Master 52 6,2580 ,8159
High 23 6,1848 1,2114
College 6 6,4167 ,7216
Total 170 6,2475 ,8266
INFORMATION SOURCES Elementary 1 5,5000 , ,712 ,585

University 84 6,3690 ,7649

Master 52 6,3077 ,8584
High 23 6,2174 1,2865
College 6 6,7500 ,4183
Total 166 6,3373 ,8725
COMFORT AMENITIES Elementary 2 5,9167 ,1179 ,199 ,939

University 87 5,8981 ,8098

Master 52 5,9138 ,7129
High 23 5,9993 1,2445
College 6 6,1750 ,6456
Total 170 5,9266 ,8393
SATISFACTION Elementary 2 5,8000 ,5657 ,871 ,483
University 86 6,2589 ,9843
Master 52 6,4442 ,7984
High 23 6,1565 1,6079
College 6 6,8000 ,1789
Total 169 6,3158 1,0232

The ANOVA analysis was performed and shows that there is no significant difference for
the service quality and satisfaction dimensions, according to the respondents educational level.

4.11 ANOVA analysis (according to marital status)

In this case ANOVA analysis was employed and showed a significant difference for
Information Sources (0.09) variable according to marital status of visitors. Specifically,
50
Divorced group (6.62) had higher mean scores than Married (6.54) and Single (6.19)
group.

N Mean Std. Std. Error F Sig.

Deviation
GENERIC Single 98 6,1259 ,8413 8,498E-02 1,520 ,211
FEATURES
Divorced 8 6,3813 ,7010 ,2478

Married 60 6,3717 ,5314 6,861E-02

Widower 2 6,3250 ,1061 7,500E-02
Total 168 6,2282 ,7391 5,702E-02
ENTERTAINMENT Single 98 6,2213 ,8658 8,746E-02 ,439 ,726

Divorced 8 6,5125 ,4904 ,1734

Married 60 6,2492 ,8150 ,1052

Widower 2 6,6250 ,5303 ,3750
Total 168 6,2499 ,8291 6,396E-02
INFORMATION Single 95 6,1895 ,9708 9,960E-02 3,954 ,009
SOURCES

Divorced 8 6,6250 ,7440 ,2631

Married 60 6,5417 ,6331 8,173E-02

Widower 1 4,5000 , ,
Total 164 6,3293 ,8747 6,830E-02
COMFORT Single 98 5,7864 ,8953 9,044E-02 2,105 ,102
AMENITIES
Divorced 8 6,0708 1,1204 ,3961

Married 60 6,1114 ,6580 8,494E-02

Widower 2 5,6000 ,5657 ,4000
Total 168 5,9138 ,8360 6,450E-02
SATISFACTION Single 97 6,1842 1,1054 ,1122 2,148 ,096

Divorced 8 6,3875 1,2264 ,4336

Married 60 6,5833 ,6852 8,846E-02

Widower 2 6,0000 ,2828 ,2000
Total 167 6,3351 ,9872 7,639E-02

51
4.12 ANOVA analysis (according to country of origin)

ANOVA analysis was performed according to the country of origin of respondents. The
output showed a significant difference for satisfaction (.019). Specifically, respondents from
Greece (6.38) had higher mean scores than respondents from other countries (5.83).

N Mean Std. Deviation F Sig.

GENERIC Greece 150 6,2572 ,6159 1,331 ,250

FEATURES
Other countries 21 6,0595 1,3216
Total 171 6,2329 ,7363
ENTERTAINMENT Greece 150 6,2550 ,7494 ,384 ,536

Other countries 21 6,1349 1,2859

Total 171 6,2403 ,8297
INFORMATION Greece 147 6,3776 ,7531 2,923 ,089
SOURCES

Other countries 20 6,0250 1,4643

Total 167 6,3353 ,8703
COMFORT Greece 150 5,9220 ,7629 ,075 ,784
AMENITIES
Other countries 21 5,8675 1,3413
Total 171 5,9153 ,8497
SATISFACTION Greece 149 6,3837 ,8821 5,597 ,019

Other countries 21 5,8286 1,6593

Total 170 6,3151 1,0202

4.13 Perceived service quality and event loyalty (regression linear)

In order to investigate a relationship between the service quality and event loyalty
regression analysis was performed. The known variable is called the independent variable in
regression analysis while the variable we are trying to predict is the dependent variable. In this
case the dependant variable is the event loyalty variable and the independent variables are the

52
four dimensions of event service quality (Generic Features, Information Sources, Comfort
Amenities and Specific Entertainment). Respondents evaluated how they experienced the level
of service in the festival that leaded them to state their future intentions concerning the event.
Consequently the regression analyses should investigate how the event loyalty can be predicted
by the service quality variables.
The linear regression indicated that the whole regression model was significant
(R2=0.520, P<.001) and two of the dimensions, Generic Features (t=3.334, P=0.001) and
Entertainment features (t=4.9, P=0), made statistical significant contributions to the prediction of
Event loyalty.
The coefficient of determination is 0.520, therefore about 52% of the variation in the event
loyalty is explained by service quality variables.

Model R R Adjusted
Std.
Square R
Error of
Square the
Estimate
1 ,721 ,520 ,508 ,6894
a Predictors: (Constant), ENTERTAINMENT FEATURES, INFORMATION SOURCES, COMFORT
AMENITIES, GENERIC FEATURES

ANOVA
Model Sum of df Mean F Sig.
Squares Square
1 Regression 82,91 4 20,73 43,61 ,000

Residual 76,52 161 ,47

Total 159,44 165
a Predictors: (Constant), ENTERTAINMENT FEATURES, INFORMATION SOURCES, COMFORT
AMENITIES, GENERIC FEATURES
b Dependent Variable: LOYALTY

Unstandardized Standardized t Sig.

Coefficients Coefficients

Model B Std. Beta

Error
1 (Constant) ,10 ,49 ,21 ,82
GENERIC FEATURES ,40 ,12 ,304 3,33 ,001

INFORMATION 5,887E-02 ,08 ,052 ,72 ,47

SOURCES
COMFORT AMENITIS ,10 ,09 ,091 1,16 ,24

ENTERTAINMENT ,44 ,09 ,378 4,90 ,00

53
 FEATURES
a

4.14 Event service quality - event satisfaction (regression linear)

In order to investigate a relationship between the service quality and event satisfaction a
linear regression analysis was performed. In this research the dependant variable is the event
satisfaction variable and the independent variables are the four dimensions of perceived service
quality (Generic Features, Information Sources, Comfort Amenities and Specific Entertainment).
Respondents evaluated how they experienced the level of service in the festival that leaded them
to create customer satisfaction. Consequently the regression analyses should investigate how the
event satisfaction can be predicted by the service quality variables.
The linear regression indicated that the whole regression model was significant (R2=0. 462,
P<.001) and Entertainment features (t=5.431, p=0), made statistical significant contributions to
the prediction of satisfaction. The coefficient of determination is 0.462, therefore about 46% of
the variation in the event satisfaction is explained by event service quality

Model R R Adjusted Std.

Square R Error of
Square the
Estimate
1 ,680 ,46 ,44 ,763

a. Predictors: (Constant), ENTERTAINMENT FEATURES, INFORMATION SOURCES, COMFORT

AMENITIES, GENERIC FEATURES

Model Sum of df Mean F Sig.

Squares Square
Regressi 81,28 4 20,32 34,84 ,000
on
Residual 94,48 162 ,58
Total 175,76 166

a Predictors: (Constant), ENTERTAINMENT FEATURES, INFORMATION SOURCES, COMFORT

AMENITIES, GENERIC FEATURES
b Dependent Variable: SATISFACTION

54
 Unstandardized Standardized t Sig.
Coefficients Coefficients

Model B Std. Beta

Error
1 (Constant) ,198 ,54 ,36 ,716
GENERIC ,286 ,13 ,21 2,14 ,034
FEATURES
INFORMATION ,21 ,091 ,17 2,29 ,02
SOURCES
COMFORT -5,445E-02 ,10 -,045 -,54 ,59
AMENITIS
ENTERTAINMENT ,53 ,09 ,43 5,43 ,00
FEATURES

a Dependent Variable: SATISFACTION

4.15 Destination image - destination revisit intention (regression

linear)

In order to investigate a relationship between the destination image attributes and

destination revisit intention a linear regression analysis was performed. In this research the
dependant variable is the destination revisit intention variable and the independent variables are
the destination image attributes. The regression analyses should investigate how the destination
revisit intention can be predicted by the destination image attributes. Respondents evaluated
how the affective and cognitive destination image attributes could lead them to revisit the Sani
Resort. Consequently the regression analyses should investigate how the destination revisit
intention can be predicted by the destination image attributes.
The linear regression indicated that the whole regression model was significant (R2=0.296,
P<.001) and two of the dimensions, Cognitive dimension (t=5.384, P=0) and Affective
dimension (t=2.830, P<0.006), made statistical significant contributions to the prediction of
destination revisit intention.
The coefficient of determination is 0.296, therefore about 29.6% of the destination revisit
intention is explained by destination image attributes.

55
 Model R R Square Adjusted R Std. Error of the
Square Estimate

1 ,54 ,29 ,28 1,29

a Predictors: (Constant), AFFECTIVE DIMENSION, COGNITIVE DIMENSION

Model Sum of df Mean F Sig.

Squares Square
1 Regression 69,73 2 34,86 21,03 ,00

Residual 165,76 100 1,65

Total 235,49 102
a Predictors: (Constant), AFFECTIVE DIMENSION, COGNITIVE DIMENSION
b Dependent Variable: DESTINATION REVISIT

Unstandardized Standardized t Sig.

Coefficients Coefficients

Model B Std. Error Beta

1 (Constant) ,323 ,919 ,351 ,726
COGNITIVE ,571 ,106 ,456 5,384 ,000
AFFECTIVE ,524 ,185 ,240 2,830 ,006

56
 5. Discussion and conclusions
5.1 Results of Hypothesis Tests

The Hypothesis H1 stated that perceived service quality predicts event loyalty. The linear
regression indicated that the whole regression model was significant (R2=0.520, P<.001) and
two of the dimensions, Generic Features (t=3.334, P=0.001) and Entertainment features (t=4.9,
P=0), made statistical significant contributions to the prediction of Event loyalty.
Thus, hypothesis H1 was only partially supported.
Hypothesis H2 stated that there is a significant positive correlation between satisfaction
and event loyalty. According to the bivariate correlation analysis, there is statistical significance
correlation at the .001 level between satisfaction and loyalty. The value of R (.800) indicates a
strong correlation between satisfaction and loyalty. It indicates that Satisfaction level
increases, Loyalty also increases. Thus, hypothesis H2 was supported.
Hypothesis H3 stated that perceived service quality predicts event satisfaction. This
hypothesis was partially supported, as linear regression indicated that the whole regression
model was significant (R2=0. 462, P<.001) and only Entertainment features (t=5.431, p=0),
made statistical significant contributions to the prediction of satisfaction.
Hypothesis H4 stated that destination image predicts destination revisit intention. The
linear regression indicated that the whole regression model was significant (R2=0.296, P<.001)
and two of the dimensions, Cognitive dimension (t=5.384, P=0) and Affective dimension
(t=2.830, P<0.006), made statistical significant contributions to the prediction of destination
revisit intention. Thus, hypothesis H4 was supported.
Hypothesis H5 stated that there is a significant positive correlation between Destination
image and event loyalty. According to the bivariate correlation analysis, there is statistical
significance correlation at the .001 level between Cognitive dimension of Destination image
and Loyalty. The value of R (.393) indicates a positive correlation between Cognitive
dimension and Loyalty. On the other hand, the relationships between the Affective
Dimension and Loyalty (r = 0.126, p = 0.144) and Pay More (r = 0.44, p = 0.612) were not
significant. Thus, hypothesis H5 was only partially supported.
Hypothesis H6 stated that there is a significant positive correlation between Satisfaction
and destination image. According to the bivariate correlation analysis, there is statistical
57
significance correlation at the .001 level between Satisfaction variable and Cognitive
dimension of destination image. The value of R (.349) indicates a positive correlation between
Satisfaction variable and Cognitive dimension. In addition, we can say that there is no
statistical significance correlation at the .001 level between Satisfaction variable and
Affective Dimension of destination image (p=0.074).Thus, hypothesis H6 was only partially
supported.
Hypothesis H7 stated that there is a significant positive correlation between Satisfaction
and destination revisit intention. According to the bivariate correlation analysis, there is
statistical significance correlation at the .001 level between Satisfaction variable and
destination revisit intention. The value of R (.378) indicates a positive correlation between
Satisfaction variable and destination revisit intention. Thus, hypothesis H7 was supported.

5.2 Discussion and conclusions

The major objective of this dissertation was to investigate the relationships among event service
quality, satisfaction, destination image and visitors future behavioral intentions. The analysis
was conducted in order to test the research hypotheses.

1) From the four dimensions of event service quality (generic features, specific entertainment,
comfort amenities, information source), generic features and specific entertainment features had
the most influence on predicting event loyalty.

2) There is a significant positive correlation between satisfaction and event loyalty.

3) From the four dimensions of event service quality (generic features, specific entertainment,
comfort amenities, information source), only specific entertainment features had the most
influence on predicting event satisfaction.

4) Destination image will be the best predictor of destination revisit intention (0.296).

5) From the two dimensions of destination image (affective dimension and cognitive dimension),
only the cognitive dimension had the most significant influence on event loyalty.

6) From the two dimensions of destination image (affective dimension and cognitive dimension),
only the cognitive dimension had the most significant influence on event satisfaction.
58
7) There is a significant positive correlation between Satisfaction and destination revisit
intention.
Event service quality was a good predictor of event loyalty (0.520) and event satisfaction
(0.462). From the four dimensions of event service quality (generic features, specific
entertainment, comfort amenities, information source) only specific entertainment features
influenced both visitors behavioral loyalty and event satisfaction. However, generic features
influenced event loyalty, without influencing event satisfaction.
It is very useful for event marketing practitioners to manage event service quality using
specific attributes. The identification of event service quality dimensions and the analysis of their
interrelationships is more practical than using one overall service quality perception. The use of
four dimensions of event service quality attributes (generic features, specific entertainment,
comfort amenities, information source) allow practitioners to identify the dimensions that
perform well or poorly. These dimensions can be managed in order to offer visitors a better
overall event experience.
The analysis of data concluded that specific entertainment features had more influence on event
satisfaction than those of generic features, comfort amenities and information source. In addition
to this, we can conclude that ensuring high quality of specific entertainment features would
strengthen visitors satisfaction. More specifically the specific entertainment features include the
live entertainment, the quality of performance, the sound quality and the acoustics of the concert,
the promptness of the music performance and the quality of the merchandise shop.
Event service quality dimensions which were rated lowest in terms of influencing the event
satisfaction (such as comfort amenities) there are not unimportant as they could add on the
overall perceptions of service quality. All domains are semantic, just in comparison to the other
attributes, specific entertainment features was relatively more influential in predicting visitors
satisfaction.
Moreover, the data analysis showed also that generic features and specific entertainment features
had more influence on event loyalty than those of comfort amenities and information sources.
Ensuring high quality of both generic features and specific entertainment features would
strengthen visitors loyalty to the festival. In addition to the specific entertainment features, the
generic features include the rating of the overall quality of the festival, the visual appearance of
the festival, the feelings of safety, the cleanliness of the restroom, the food and beverage quality

59
and the cleanliness of the festival in general. Event service quality dimensions which were rated
lowest in terms of influencing the event loyalty (such as information sources) there are not
unimportant as they could add on the overall perceptions of service quality, as mentioned above.
The finding is consistent with Baker and Crompton (2000) that concluded that perceived service
quality was an important influence of tourists behavioral intentions. The authors also suggest
that In the specific context of this festival, the strong link between quality and behavioral
intentions suggests that the greatest potential for strengthening behavioral intentions of
participants is by ensuring high quality generic and entertainment features (p.799). Baker and
Crompton (2000) also referred to Herzberg et als (1959) study that called these two factors as
satisfiers with their absence not creating dissatisfaction in contrast with comfort amenities and
information sources.
Comfort amenities and information sources can create a basic level of quality but generic
and entertainment features are used as motivators that create excitement to the visitors.
This study also tested the impact of destination image and destination revisit intentions
and their interrelationships with event satisfaction and event loyalty. More specifically, we tested
whether intentions to revisit the destination are predicted by destination image. The results of
this study supported the positive impact of destination image on predicting destination revisit
intentions. This finding is consistent with Chen and Tsai (2005). Chen and Tsai (2005) suggested
that destination image appeared to have the most important effect on intentions to revisit.
According to the authors, destination image influenced not only the decision-making process of
choosing a destination but also the post-decision-making behaviors of visitors. This is also
coherent with Bign et al (2001) cited in Kaplanidou and Vogt (2007) that suggested that the
image of a destination influences tourists decision making process and future intentions towards
the destination. The results agree with Chen et als (2010) work that showed that the perceived
positive performance of destination image attributes influence visitors willingness to revisit the
destination.
In addition, this study also tested the interrelationships between satisfaction from the one
hand and its influence to event loyalty and destination revisit intentions. The results of this study
supported the positive impact of destination image on predicting destination revisit intentions
and event behavioral intentions. When visitors are satisfied, it is more likely that they would be
loyal to the festival and visit the destination in the future. This is consistent with Wang et als

60
(2010) study that suggested that in the context of cultural parks, the most influential factor of
revisit intention was recreational satisfaction. Similarly with Lius (2011) work that found that
that visitors with higher level of satisfaction presented more frequent repeat visits. Chang (2002)
also investigated the effects of service quality and satisfaction in the context of country clubs in
Taiwan and concluded that satisfaction for service quality of the clubs affected positively their
participation willingness. However, this outcome contrasts with Kaplanidou and Vogts (2007)
finding which suggested that event satisfaction did not significantly influence visitors intentions
to revisit the destination. Whats more important, the study Kim et als (2010) model on an
annual art and music festival in a small town showed similar findings with ours concerning the
relationships between satisfaction and intention to revisit the festival.

Furthermore, the research tested the impact of destination image on event satisfaction and
event loyalty. From the two dimensions of destination image (affective dimension and cognitive
dimension), the cognitive dimension had the most significant influence on event loyalty and
event satisfaction.

According to Son and Pearce (2005), cognitive image can be described as the mindset
and the knowledge about a destination attributes. The fact that the cognitive dimension of
destination image influences satisfaction is consistent with Weaver et als (2007) study that
compared previous travel factors with destination evaluation variables such as satisfaction and
likelihood to return. Moreover, Della Cortes (2000) study measured customers satisfaction by
utilizing three different factors on a pyramid model where positive attributes of a destination
could make visitors to develop a more favorable attitude toward a destination. Chon (1990)
tested the role and influence of destination image on travelers behavior and satisfaction as well.

What's more, Dann (1996) investigated the interrelationships between destination image
and behavioral intentions. The outcome of the data analysis showed that the cognitive dimension
had the most significant influence on event loyalty. It is important to mention Xies (2010) study
that demonstrated how tourists impute brand personality characteristics to destinations and thus,
destination personality is connected to cognitive destination image and it motivates behavioral
intentions. Kaplanidou and Vogt (2007) concluded also that when events are used a tourist
attraction for a destination, intentions, past experience with the destination, destination image
and sport event image affect tourists behavior.

61
5.3 Limitations

Several limitations emerged in the course of the research. Ary et al (2002) suggest that
the generalization of a survey research is debatable insofar as respondents may misunderstand
some items on the questionnaire, respondents did not complete or did not return the
questionnaire and some people may not be able to read and respond to the questionnaire.

5.3.1 Generalizability
This topic was focused on one particular festival setting. The results obtained are likely to be
useful to the Jazz on the Hill festival. However, they may not be directly applicable to
other festival settings since festivals are fundamentally different with various themes. The
general nature of the findings needs to be confirmed in other service contexts.

5.3.2 Low response rate

Some of the respondents did not complete the full questionnaire as they were not cooperative due
to the lack of interest in the subject under investigation.

5.3.3 Small sample

Due to the relatively small sample of this research, the findings might not be transferable for
other industries besides the area of cultural festivals.

5.4 Managerial Implications

It is very important that event organizers and tourism managers would identify the factors
that influence and predict visitors behavioral intentions. As Cronin and Taylor (1992) suggested,
by understanding the interrelationships of the quality-satisfaction-behavioral intentions set,
enables managers by offering high quality level of service to make organizations to satisfy and
sustain customers, to produce long-term benefits, and to maintain in a competitive market.
More specifically, the findings of the research can be used to understand the factors that
influence the most visitors service satisfaction and loyalty. These are mainly the quality of the
entertainment such as the quality and the promptness of performance and the acoustics of the
concert and general features such as the visual appearance of the festival, the feelings of safety
and the cleanliness of the festival area. Since these attributes can help the Jazz on the Hill

62
Festival to predict visitors behavioral intentions and loyalty, event managers should focus on
these features. If these attributes are poor, the overall perception of service quality is likely to be
relatively low. Event organizers should focus their evaluation processes by determining both the
satisfaction level of visitors and the perceived quality of the performance.
The Jazz on The Hill festival should work closer with Sani Resort in order to mange
efficiently its tourists resources in order to revitalize its image by using the positive attributes of
affective and cognitive image. More specifically, the beautiful scenery, the beaches and the
activities should be promoted and the image of restaurants and accommodation must be
enhanced. Concerning the affective attributes, the image of a friendly and relaxing
destination should be encouraged.
In addition from a managerial angle, we can increase visitors satisfaction through
integrated marketing communications of a festival or destination before and after they actually
visited. In addition, it implies that service value is one of the important determinants of customer
satisfaction which will impact on their revisit intention. A beneficial implication that derives
from the finding that destination revisit intentions are predicted by destination image is that,
marketing practitioners can build more loyal visitors by improving the image of a destination.
More specifically, as Bigne et al. (2001; cited in Kaplanidou and Vogt, 2007) proposed, the
destination image can be efficiently influenced by creative public relations and advertising
actions, the cooperation with tourist information bureaus and with the application of other
integrated marketing communication tools such as the internet.

5.5 Future Research

The present dissertation examined only the perceived service quality, event satisfaction,
event loyalty, destination image and destination revisit intentions constructs in the context of
music festivals. It is recommended that future research should analyze other variables as well,
such as brand personality of the event, event image, perceived value, festival atmosphere and
event motivation. These factors could be analyzed in order to test which of them influence
visitors behavioral intentions the most. However, the interrelationships between the researchs
variables should be consistent with those reported here. In addition, this type of survey could be

63
tested to music festivals in other geographical areas in order to test the generalizability of the
findings.

64
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Appendix A

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