Programming of festivals is more and more becoming a source from which the competitive advantages of the festivals may originate. This study aims to conceptualize the dimensionality of programming quality of festivals and empirically test it and its relationships with the satisfaction and behavioral intention levels of festival visitors.
Structured interviews were conducted with 350 visitors to a cultural festival. Structural equation modeling (SEM) was utilized in the data analysis.
The programming quality of festivals was found to consist of six dimensions, namely diversity, stakeholder balance, incrementality, simultaneity, flexibility and linkage. Meanwhile, the positive effects of festival programming quality on the satisfaction and behavioral intention levels of festival visitors are confirmed.
This study is limited for possible inexhaustiveness of the dimensions proposed and examined. Future research is needed to make the current measurement more rigorous, succinct and comprehensive.
This study can offer some valuable insights for festival planners and organizers to better design, operate and manage their festival to such an extent that the experiences of festival visitors are maximized, visitor satisfactions are enhanced, and re‐visits to future festivals facilitated.
This study makes its contribution to better understanding of festival programming quality, where artistic, emotional and technological aspects are integrated. This study aims to delineate the entirety of programming quality of festivals and its relationships to the satisfaction and behavioral intention levels of festival visitors.
