Event Title
Parallel Session 12, Motivation and Satisfaction Track: Festival Image: Relationships Between the Dimensions of Satisfaction, Image, and Sources of Information of the Brazilian Beer Festival
Location
Classroom 209
Start Date
14-12-2017 12:15 PM
End Date
14-12-2017 12:40 PM
Description
Purpose
To analyze the image of the Beer Brazilian Festival and the correlation between the variables.
Design/methodology/approach
We analyze in two different periods the correlations between satisfaction, image of the event, and sources of information of the Brazilian Beer Festival, that took place in Blumenau, Santa Catarina (Brazil), from the perception of people who attended this event in 2013 and 2017.
This is a quantitative research using a survey method. The data collection instrument was a self-administered, structured questionnaire, based on the theoretical-methodological approach of Deng, Li & Shen (2013) and Xiang & Gretzel (2010).
The study population consists of people who attended the Brazilian Beer Festival, distributed over eight days of the event (four days in 2013 and four in 2017), totaling 67,734 people. We used non-probability convenience sampling to select 507 respondents in 2013 and 508 respondents in 2017, totaling 1,016 individuals.
The analyses were performed using the mean and standard deviation (descriptive statistics), factor analysis and structural equation modeling (multivariate statistics).
Findings
Prior to factor analysis we applied the Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy and the Bartlett's Test of Sphericity (BTS) to verify the suitability of data for factor analysis. KMO value is 0.92. According to Hair Jr. et al. (2005) values higher than 0.70 are acceptable. The BTS value is 6889.155. Both values indicate the suitability of data for factor analysis.
We conducted exploratory factor analysis through principal components with standard varimax rotation. In this article we adopt the following criteria: factor extraction with eigenvalues greater than 1 and communalities greater than 0.50
In this way, we present factor analysis (Table 1) in which all statements have values greater than the criteria established by Hair Jr. et. al. (2005), since the communalities are greater than 0.50. We excluded the variables Q4, Q12 and Q21 (highlighted in red) from the construct since the values of factors are less than 0.50.
Table 1 Factor analysis of construct Image of the Event (2013+2017)
From the rotation matrix and significance of variables within the factors of the construct we renamed the new sets. The first indicates the attractions of the event, culture, shows, and services provided at the festival. The second factor, includes 5 variables related to the infrastructure of the festival. The third factor is composed of 6 variables that represent the visitor experience.
Using structural equation modeling (SEM) we verified the relationship between the scales. This technique, according to Hair et al. (2005), combines factor analysis and linear regression for statistical verification of possible relationships between constructs.
Figure 1 - MODELING (2013+2017)
From the structural equation modeling (SEM) we verify that the Image of the Event (81%) is the best representation of sources of information. The Perception of the Organization has influence of 83% on Services provided at the event and Satisfaction with the event is best represented by the dimension of Benefits, with 61%.
We verify that Digital is the best representation of sources of information, with 71%, i.e. the internet, including all the portals and social media, has the greatest impact on the public regarding the dissemination of the event. Print media (newspaper, billboard, leaflets, etc.) represent 61%. Services (86%) represent best the scale of the Image of the Event. Following, we have Benefits (81%), Infrastructure (71%), Theme (71%), Convenience (71%), and Management (17%).
Research limitations/implications
The results are a first approach to the research problem. Although the study refers to a particular socio-economic, geographic, and cultural context, we believe that the results - as research hypotheses - may be applicable to other markets with similar characteristics, since the analyzed variables can be applied in different contexts.
Practical implications
This study provides a practical contribution to festival image given that it relates the attributes of the image to the sources of information and behavior of the public. In this sense, the knowledge of the regional situation and possible implications for the development of local tourism and the positioning of the Brazilian Beer Festival as a tourism product.
Originality/value
The study provides valuable information regarding new combinations of theoretical analysis factors for festivals image. This work presents a methodological combination of the assessment of the image of a festival by analyzing two editions of the event with an interval of 4 years.
References
Deng, C. Q., Li, M., & Shen, H. (2013). Developing a Measurement Scale for Event Image. Journal of Hospitality & Tourism Research, 39(2), 245–270.
Hair Jr., J. F., Black, W. C., Anderson, R. E., & Tatham, R. L. (2005). Análise multivariada de dados. Bookman. Porto Alegre: Bookman.
Xiang, Zheng & Gretzel, Ulrike. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179-188.
Parallel Session 12, Motivation and Satisfaction Track: Festival Image: Relationships Between the Dimensions of Satisfaction, Image, and Sources of Information of the Brazilian Beer Festival
Classroom 209
Purpose
To analyze the image of the Beer Brazilian Festival and the correlation between the variables.
Design/methodology/approach
We analyze in two different periods the correlations between satisfaction, image of the event, and sources of information of the Brazilian Beer Festival, that took place in Blumenau, Santa Catarina (Brazil), from the perception of people who attended this event in 2013 and 2017.
This is a quantitative research using a survey method. The data collection instrument was a self-administered, structured questionnaire, based on the theoretical-methodological approach of Deng, Li & Shen (2013) and Xiang & Gretzel (2010).
The study population consists of people who attended the Brazilian Beer Festival, distributed over eight days of the event (four days in 2013 and four in 2017), totaling 67,734 people. We used non-probability convenience sampling to select 507 respondents in 2013 and 508 respondents in 2017, totaling 1,016 individuals.
The analyses were performed using the mean and standard deviation (descriptive statistics), factor analysis and structural equation modeling (multivariate statistics).
Findings
Prior to factor analysis we applied the Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy and the Bartlett's Test of Sphericity (BTS) to verify the suitability of data for factor analysis. KMO value is 0.92. According to Hair Jr. et al. (2005) values higher than 0.70 are acceptable. The BTS value is 6889.155. Both values indicate the suitability of data for factor analysis.
We conducted exploratory factor analysis through principal components with standard varimax rotation. In this article we adopt the following criteria: factor extraction with eigenvalues greater than 1 and communalities greater than 0.50
In this way, we present factor analysis (Table 1) in which all statements have values greater than the criteria established by Hair Jr. et. al. (2005), since the communalities are greater than 0.50. We excluded the variables Q4, Q12 and Q21 (highlighted in red) from the construct since the values of factors are less than 0.50.
Table 1 Factor analysis of construct Image of the Event (2013+2017)
From the rotation matrix and significance of variables within the factors of the construct we renamed the new sets. The first indicates the attractions of the event, culture, shows, and services provided at the festival. The second factor, includes 5 variables related to the infrastructure of the festival. The third factor is composed of 6 variables that represent the visitor experience.
Using structural equation modeling (SEM) we verified the relationship between the scales. This technique, according to Hair et al. (2005), combines factor analysis and linear regression for statistical verification of possible relationships between constructs.
Figure 1 - MODELING (2013+2017)
From the structural equation modeling (SEM) we verify that the Image of the Event (81%) is the best representation of sources of information. The Perception of the Organization has influence of 83% on Services provided at the event and Satisfaction with the event is best represented by the dimension of Benefits, with 61%.
We verify that Digital is the best representation of sources of information, with 71%, i.e. the internet, including all the portals and social media, has the greatest impact on the public regarding the dissemination of the event. Print media (newspaper, billboard, leaflets, etc.) represent 61%. Services (86%) represent best the scale of the Image of the Event. Following, we have Benefits (81%), Infrastructure (71%), Theme (71%), Convenience (71%), and Management (17%).
Research limitations/implications
The results are a first approach to the research problem. Although the study refers to a particular socio-economic, geographic, and cultural context, we believe that the results - as research hypotheses - may be applicable to other markets with similar characteristics, since the analyzed variables can be applied in different contexts.
Practical implications
This study provides a practical contribution to festival image given that it relates the attributes of the image to the sources of information and behavior of the public. In this sense, the knowledge of the regional situation and possible implications for the development of local tourism and the positioning of the Brazilian Beer Festival as a tourism product.
Originality/value
The study provides valuable information regarding new combinations of theoretical analysis factors for festivals image. This work presents a methodological combination of the assessment of the image of a festival by analyzing two editions of the event with an interval of 4 years.
References
Deng, C. Q., Li, M., & Shen, H. (2013). Developing a Measurement Scale for Event Image. Journal of Hospitality & Tourism Research, 39(2), 245–270.
Hair Jr., J. F., Black, W. C., Anderson, R. E., & Tatham, R. L. (2005). Análise multivariada de dados. Bookman. Porto Alegre: Bookman.
Xiang, Zheng & Gretzel, Ulrike. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179-188.
