Attributes that affect the level of visitors’ satisfaction and loyalty towards food festival: A case study of asia food festival in Penang

• Published in: Heritage, Culture and Society: Research agenda and best practices in the hospitality and tourism industry - Proceedings of the 3rd International Hospitality and Tourism Conference, IHTC 2016 and 2nd International Seminar on Tourism, ISOT 2016
• Main Author: Aziz N.S.; Anuar N.A.M.; Hamid A.H.A.; Izhar F.S.
• Format: Conference paper
• Language: English
• Published: CRC Press/Balkema 2016
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85016224565&partnerID=40&md5=60f50d23bb22a62ceb1774599a534825

Recently, food festivals have been determined as one of the fastest and booming type of tourism attractions. It also contributed an essential impact on creating destination image and rejuvenating the economy, culture and tourism itself. This research aims to investigate the factors that affect the visitors’ satisfaction and loyalty towards Asia Food Festival and examine whether visitors intention to revisit and/or recommend food festivals to others. Seven attributes of food festival that affect the satisfaction level (information adequacy, staff, location, facility, festival value, food and program) are proposed in this study. © 2016 Taylor & Francis Group, London.