Factors that Affect the Levels of Tourists' Satisfaction and Loyalty towards Food Festivals: a Case Study of Macau

Authors

  • Yim King Penny Wan,

    Corresponding author
    • Assistant Professor, Hospitality and Gaming Management, Faculty of Business Administration, University of Macau, Macau, China
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  • Sow Hup Joanne Chan

    1. Assistant Professor, Department of Management and Marketing, Faculty of Business Administration, University of Macau, Macau, China
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Correspondence to: Yim King Penny Wan, Assistant Professor, Hospitality and Gaming Management, Faculty of Business Administration, University of Macau, Av. Padre Tomás Pereira Taipa, Macau, China.

E-mail: PennyWan@umac.mo

ABSTRACT

The present study investigates the factors that affect tourists' satisfaction towards food festivals and explores whether tourists intend to revisit and/or recommend food festivals to others. Based on personal interviews with 40 study subjects, eight factors that affect their satisfaction levels were identified: location and accessibility, food, venue facility, environment/ambiance, service, entertainment, timing and festival size. The majority of tourists were satisfied with the Macau Food Festival and intended to revisit and recommend it to others. The presented findings have practical implications for food festival organizers to further attract food tourists. Copyright © 2011 John Wiley & Sons, Ltd.

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