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Motivation, satisfaction and loyalty in the case of a film festival: differences between local and non-local participants

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Abstract

The last few years have seen a remarkable increase in the number of cultural events and festivals. The increasing competitiveness among them and the need to safeguard their future viability make it necessary to identify factors that not only attract and satisfy new participants, but also retain previous attendees. Accordingly, this article examines the relations between motivation, satisfaction and loyalty in the case of a cinema event the Valdivia International Film Festival (Chile), distinguishing, in turn, between local attendees and visitors. To achieve this goal, a structural equation modelling is performed based on the data obtained through a survey conducted among festival attendees. The results show there are different motivations for attending a festival (leisure, professional motives and cinema) and that some directly affect satisfaction and loyalty. Similarly, satisfaction is presented as an unquestionable antecedent of loyalty, the latter being measured by means of different concepts. Finally, the research highlights some significant differences between residents and tourists and seems to point to the existence of a kind of cultural tourism focused on an interest in the cinema, which contributes to the festival’s continuity and sustainability. All of this allows us to extract some implications for the managers of this type of event and for those responsible for the destination’s cultural and tourist policy.

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Notes

  1. A review of the main studies on festival motivation and segmentation based on motivation in the case of festivals and events can be found in Lee et al. (2004), Li and Petrick (2006), Tkaczynski and Rundle-Thiele (2011) and Báez and Devesa (2014).

  2. For a detailed review of the approaches and theories which explore satisfaction, see Yoon and Uysal (2005), Meng et al. (2006), Lee et al. (2012), or Chang et al. (2014), amongst others.

  3. For a more detailed description of goodness-of-fit indexes and their cut-off points, see Hu and Bentler (1999), Schreiber et al. (2006) and Jackson (2007).

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  1. Instituto de Estadística, Facultad de Cs. Económicas y Administrativas, Universidad Austral de Chile, Pasaje Viel s/n - Edificio FACEA of 301, Valdivia, Chile

    Andrea Báez-Montenegro

  2. Departamento de Economía Aplicada, Facultad de Cs.Sociales, Jurídicas y de la Comunicación, Universidad de Valladolid, Plaza de la Universidad, 1, 40005, Segovia, Spain

    María Devesa-Fernández

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Báez-Montenegro, A., Devesa-Fernández, M. Motivation, satisfaction and loyalty in the case of a film festival: differences between local and non-local participants. J Cult Econ 41, 173–195 (2017). https://doi.org/10.1007/s10824-017-9292-2

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