Abstract

The primary objective of the study is to evaluate the overall competitiveness of the major six international film festivals in Korea using the constructs of program quality, service quality and visitor satisfaction. Specifically, this study aims to 1) identify the underlying dimensions of service quality in the film festival context, 2) examine the relationships among program quality, service quality, and visitor satisfaction, and 3) compare visitor satisfaction through service quality assessment between the local resident and non-resident visitors. The study identified five factors as most important dimensions of service quality within the film festival: information service, auxiliary amenities (i.e., other events or a variety of souvenirs), quality of facilities, program quality, and accessibility. The results of the study are consistent with the previous studies in that program quality is an important factor to the success of the film festivals overall. The results of the study suggest, however, that program quality is not a most decisive factor in satisfying all types of visitors. Visitors who came from the outside region considered the quality of facilities as the vital factor to their satisfaction. It indicates that the film festival tourism destinations that want to attract more out-of-region visitors should ensure and improve the visitor facilities before they plan a film festival in their destination. On the other hand, if the main purpose of the film festival is to serve local residents, festival organizers and destination marketers should focus more on the information service including promotion of the event to the locals as well as signage, brochures, and event staff training. Failure or success of the film festival tourism depends not only on the high quality of program or service but also on the delivery of the high quality service attributes pertaining to the specific visitor needs.

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Program Quality, Service Quality, and Visitor Satisfaction within the Film Festival Context: Evaluating Major Film Festivals in Korea

The primary objective of the study is to evaluate the overall competitiveness of the major six international film festivals in Korea using the constructs of program quality, service quality and visitor satisfaction. Specifically, this study aims to 1) identify the underlying dimensions of service quality in the film festival context, 2) examine the relationships among program quality, service quality, and visitor satisfaction, and 3) compare visitor satisfaction through service quality assessment between the local resident and non-resident visitors. The study identified five factors as most important dimensions of service quality within the film festival: information service, auxiliary amenities (i.e., other events or a variety of souvenirs), quality of facilities, program quality, and accessibility. The results of the study are consistent with the previous studies in that program quality is an important factor to the success of the film festivals overall. The results of the study suggest, however, that program quality is not a most decisive factor in satisfying all types of visitors. Visitors who came from the outside region considered the quality of facilities as the vital factor to their satisfaction. It indicates that the film festival tourism destinations that want to attract more out-of-region visitors should ensure and improve the visitor facilities before they plan a film festival in their destination. On the other hand, if the main purpose of the film festival is to serve local residents, festival organizers and destination marketers should focus more on the information service including promotion of the event to the locals as well as signage, brochures, and event staff training. Failure or success of the film festival tourism depends not only on the high quality of program or service but also on the delivery of the high quality service attributes pertaining to the specific visitor needs.