Impact of socio-demographic characteristics and loyalty on the visitors’ satisfaction

Albertina Paula Monteiro, Ana Pinto Borges

Abstract


Purpose: We intend to examine whether socio-demographic characteristics and loyalty determine the satisfaction of visitors of the “Essence of Wine”. In Portugal, the “Essence of Wine” is the leader in the organization and production of wine and food events. It is considered the most relevant event in the area of wine and food events.  

Design/methodology/approach:  A survey was conducted during the four days of the event. The results are based on the opinions of the 416 visitors of the 11th edition of the "Essence Wine - Porto". The data was subjected to principal components analysis with varimax rotation to identify the main variables of the satisfaction with the event. Multiple regression analysis was used to identify the factors that influence two levels of satisfaction, taking into account the socio-demographic variables, the global satisfaction, the number of editions of the “Essence of Wine” previously visited and the intention to visit the event again.

Findings: We have identified two dimensions of satisfaction, namely Core Business and Organization, and we have found that six out of seven socio-demographic characteristics (age, marital status, education, employment, monthly income and nationality) have different impact on the two dimensions of the satisfaction. The results also indicate that the visitors who visited the event most and who expressed the intention of visiting the next edition are those who were more satisfied, thus presenting the loyalty as an antecedent of the satisfaction.

Practical implications: One of the main concerns of an event manager is to attract visitors and to ensure the costumer’s loyalty. Therefore, the importance of this study lies in the fact that its results can help define the strategies for promotion of the event "Essence Wine - Porto".

Originality/value: It is the first time that this analysis is performed and applied to this event. If we consider that the “Essence of Wine” has been recognized as an important motivator of the tourism, the results of our study can also help us design specific tourism products.

 

 

[PT]

Título: "Impacto das características sociodemográficas e lealdade na satisfação dos visitantes"

Resumo

Objetivos: Pretendemos examinar se as características sociodemográficas e a lealdade determinam a satisfação dos visitantes da “Essência do Vinho”. Em Portugal, a “Essência do Vinho” é líder na organização e produção de eventos de vinho e gastronomia. É considerado o evento mais relevante na área de eventos de vinho e gastronomia.

Desenho/metodologia/abordagem: Uma pesquisa foi realizada durante os quatro dias do evento. Os resultados baseiam-se nas opiniões dos 416 visitantes da 11ª edição do "Essence Wine - Porto". Os dados foram submetidos à análise de componentes principais com rotação varimax para identificar as principais variáveis de satisfação com o evento. A análise de regressão múltipla foi utilizada para identificar os fatores que influenciam dois níveis de satisfação, levando em consideração as variáveis sociodemográficas, a satisfação global, o número de edições da “Essência do Vinho” previamente visitadas e a intenção de visitar o evento novamente. .

Resultados: identificamos duas dimensões da satisfação, a principal empresa e organização, e descobrimos que seis das sete características sociodemográficas (idade, estado civil, educação, emprego, renda mensal e nacionalidade) têm impacto diferente nas duas. dimensões da satisfação. Os resultados indicam ainda que os visitantes que mais visitaram o evento e que manifestaram a intenção de visitar a próxima edição são os que ficaram mais satisfeitos, apresentando a lealdade como antecedente da satisfação.

Implicações: uma das principais preocupações de um gerente de eventos é atrair visitantes e garantir a lealdade do cliente. Portanto, a importância deste estudo reside no fato de que seus resultados podem ajudar a definir as estratégias de promoção do evento "Essence Wine - Porto".

Originalidade/valor: é a primeira vez que essa análise é executada e aplicada a esse evento. Se considerarmos que a “Essência do Vinho” foi reconhecida como um importante motivador do turismo, os resultados de nosso estudo também podem nos ajudar a projetar produtos turísticos específicos.

 


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