Author Bios (50 Words for each Author)

Ranyue Xiao

Mrs. Xiao earned her B.A. in English from China Foreign Affairs University. After graduation she worked in marketing/executive roles for development companies in Beijing before pursuing her Master’s in International Affairs from Texas A&M University. She is currently completing her Ph.D. in Recreation, Park & Tourism Sciences at Texas A&M.

Jeffry P. Downey

Dr. Downey earned his B.S. and Master’s from the University of Florida in AgriBusiness. After graduation, he spent 20 years in marketing and management in the private sector before earning his Ph.D. in tourism marketing and management from Texas A&M University. He is currently a visiting lecturer at Texas A&M.

James F. Petrick

Dr. Petrick is a Full Professor, Research Fellow and the Associate Department Head for Research in the Department of RPTS at Texas A&M University. His research interest focuses on applying marketing and psychology principles in the context of tourism services.

Abstract (150 Words)

While extensive research has focused on satisfaction and loyalty relating to tourism destinations and tourism festivals/events, that research has tended to be centered on the drivers of satisfaction and loyalty. The current study uses discriminant function analysis to assess the role of relationship or marital status on the drivers of satisfaction and loyalty. The results suggest that married couples, singles, and those in relationships have distinctly different drivers of satisfaction when it comes to festival attributes. Specifically, the study suggests that married couples’ satisfaction is more strongly related to the festivals’ facilities and souvenirs than singles and those in relationships, while singles satisfaction appears to be driven by activities and entertainment. The study proposes important theoretical and practical implications for marketing tourism festivals and events and suggests future research to expand the results to include destinations.

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The Role of Relationship in Determining Event Satisfaction Attributes

While extensive research has focused on satisfaction and loyalty relating to tourism destinations and tourism festivals/events, that research has tended to be centered on the drivers of satisfaction and loyalty. The current study uses discriminant function analysis to assess the role of relationship or marital status on the drivers of satisfaction and loyalty. The results suggest that married couples, singles, and those in relationships have distinctly different drivers of satisfaction when it comes to festival attributes. Specifically, the study suggests that married couples’ satisfaction is more strongly related to the festivals’ facilities and souvenirs than singles and those in relationships, while singles satisfaction appears to be driven by activities and entertainment. The study proposes important theoretical and practical implications for marketing tourism festivals and events and suggests future research to expand the results to include destinations.