Investigating the Relationship Between Values, Satisfaction and Intention to Return: The Case of Clemson International Food Festival

Abstract

AbstractThe purpose of this paper was to find out the influence of hedonic and utilitarian values on satisfaction and intention to return of the International and American visitors in Clemson International Food festival. Since festival is a one day event convenience sampling was used. Data was collected from 248 visitors in the research premises. Structural Equation Modelling (SEM) was used to analyze the data. Results show that hedonic and utilitarian values have significant impact on visitor satisfaction and intention to return, whereas utilitarian values have only impact on satisfaction. Results were also compared between international vs. American visitors and first time vs. repeat visitors. International and repeat visitors showed higher intention to return to the festival than American and first time visitors. This study contribute literature by providing a conceptual framework to test the influence of values on satisfaction and intention to return of festival visitors for future research as well as an insight into the cultural differences among festival visitors.