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Journal of Travel Research
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The Roles of Quality and Intermediary Constructs in Determining Festival Attendees' Behavioral Intention

So Yon Lee

State University of New York College at Brockport in Brockport, New York

James F. Petrick

Texas A&M University in College Station, Texas

John Crompton

Texas A&M University in College Station, Texas

This study is an examination of the relationships between visitors' perceived service quality, perceived service value, satisfaction and behavioral intentions. Respondents were visitors who attended the Cajun Catfish Festival in Conroe, Texas and were systematically selected. Findings revealed that: (a) a structural model operationalizing perceived service quality as a set of attributes predicted visitors' intention to visit the festival better than an alternative model that measured quality by using a visitor's judgment about a service's overall excellence or superiority; (b) among the constructs analyzed, perceived service value appeared to be the best predictor of behavioral intentions; and (c) of the four dimensions of service quality of a festival, generic features and comfort amenities had the most influence on determining perceived service quality.

Key Words: perceived service quality • perceived service value • satisfaction • behavioral intention • structural equation modeling

Journal of Travel Research, Vol. 45, No. 4, 402-412 (2007)
DOI: 10.1177/0047287507299566
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[Abstract] [PDF]