RELATIONSHIP between SOCIODEMOGRAPHIC ASPECTS, SATISFACTION and LOYALTY in GASTRONOMIC FESTIVALS

Abstract

Currently, the organization of gastronomic festivals is an opportunity to rescue the culture and development of a destination. The present study was carried out in the city of Naranjal, Ecuador at the "Gastronomic Festival of the Red Crab" and its objectives are: (i) to identify the relationship between the level of education and income, as sociodemographic variables as well as the level of satisfaction of people attending a Gastronomic Festival. (ii) identify the influence of satisfaction on the probability of revisiting a Gastronomic Festival. Two hundred valid questionnaires completed on-site by national and international visitors during the event were used. Pearson's Chi square and Spearman's Correlation were applied for data analysis. The results show that the level of satisfaction of the attendees is influenced by their level of education and income. Furthermore, the probability of revisiting the event is influenced by the level of satisfaction of the attendees. The results will contribute to the academic literature and the information will be used for service providers to develop products according to demand.