Description
This study is interested in the tourist satisfaction of Kenting Wind Chime Festival, as well
as in tourist’s characteristic and their revisiting commitment. The purpose is to survey customer
satisfaction, which has significant implications for the economic performance of the firm, and to focus
on local festival activity. Since 1994, Taiwan has continuously promoted festival activities, and the
2006 Kenting Wind Chime Festival is the first of 12 major festivals selected for promotion by Taiwan
Tourism Bureau.
International Journal of Culture, Tourism and Hospitality Research
Customer satisfaction and customer characteristic in festival activity: A case of 2006
Kenting Wind Chime Festival
Chin-Tarn Lee Szu-Chi Yang Henry Y. Lo
Article information:
To cite this document:
Chin-Tarn Lee Szu-Chi Yang Henry Y. Lo, (2008),"Customer satisfaction and customer characteristic in
festival activity", International J ournal of Culture, Tourism and Hospitality Research, Vol. 2 Iss 3 pp. 234 -
249
Permanent link to this document:http://dx.doi.org/10.1108/17506180810891609
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Users who downloaded this article also downloaded:
Klaus Weiermair, (2000),"Tourists’ perceptions towards and satisfaction with service quality in the cross-
cultural service encounter: implications for hospitality and tourism management", Managing Service Quality:
An International J ournal, Vol. 10 Iss 6 pp. 397-409http://dx.doi.org/10.1108/09604520010351220
Young Hoon Kim, Mincheol Kim, Tanya Ruetzler, J im Taylor, (2010),"An examination of festival attendees'
behavior using SEM", International J ournal of Event and Festival Management, Vol. 1 Iss 1 pp. 86-95 http://
dx.doi.org/10.1108/17852951011029324
Erol Duran, Bahattin Hamarat, (2014),"Festival attendees’ motivations: the case of International Troia
Festival", International J ournal of Event and Festival Management, Vol. 5 Iss 2 pp. 146-163 http://
dx.doi.org/10.1108/IJ EFM-07-2012-0020
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Customer satisfaction and
customer characteristic in festival
activity
A case of 2006 Kenting Wind Chime Festival
Chin-Tarn Lee and Szu-Chi Yang
National Sun Yat-Sen University, Kaohsiung, Taiwan, and
Henry Y. Lo
Nan Kai Institute of Technology, Tsao Tun, Taiwan
Abstract
Purpose – This study is interested in the tourist satisfaction of Kenting Wind Chime Festival, as well
as in tourist’s characteristic and their revisiting commitment. The purpose is to survey customer
satisfaction, which has signi?cant implications for the economic performance of the ?rm, and to focus
on local festival activity. Since 1994, Taiwan has continuously promoted festival activities, and the
2006 Kenting Wind Chime Festival is the ?rst of 12 major festivals selected for promotion by Taiwan
Tourism Bureau.
Design/methodology/approach – ANOVA analysis was applicable for the inference relationships
among tourist characteristics, satisfaction, and revisiting commitment. Additionally, it was
supplemented by open questions interviews. The survey period was from January 21 to
February 12, 2006.
Findings – Three ?ndings have been concluded in this survey. First, the 2006 Wind-Chime Festival
tourists are mostly coming with their families, and they are ?rst-time visitors, who have received
information from television and network, and had plans in advance. Second, for festival activity, local
show is more popular than theme part equipments. Finally, it must be emphasized that local damper
(e.g. mountain tempest) is not passive bounded.
Research limitations/implications – On the one hand, the 216 subjects are restricted to family,
and the inference will be limited. On the other, the single item to collect data for understanding the
tourists’ satisfaction in Wind Chime Festival was used.
Practical implications – Managers should develop the completely understanding of media,
because most tourists are in?uenced by television and networks.
Originality/value – The paper shows that customer-oriented and integrative tourism programs
improve tourist satisfaction.
Keywords Customer satisfaction, Festivals, Tourism management, Taiwan, Popular culture
Paper type Research paper
Introduction
While the ongoing process of economic globalization is made possible by the drive
of capitalism to expand and grow, and by the pervasiveness of new technologies
in communications and transport (Hannerz, 1996; Salazar, 2005), the development of
cultural industry had became the main direction for local governments. For example,
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/1750-6182.htm
The authors thank Shie, Huei Rung for assisting with the interviews.
IJCTHR
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234
Received December 2006
Revised April 2007
Accepted December 2007
International Journal of Culture,
Tourism and Hospitality Research
Vol. 2 No. 3, 2008
pp. 234-249
qEmerald Group Publishing Limited
1750-6182
DOI 10.1108/17506180810891609
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the contemporary American public policy fascinated with promoting regions for
increased tourism rests on a preconception that this industry is automatically
bene?cial to the economic development of communities it affects. Similarly, in Taiwan
since 1994, the Council of Cultural Affairs has continuously promoted festival
activities, such as the “National Art & Literature Festival” and the “Small International
Art Festival in the City.” Agricultural Planning & Development promoted “One
Specialty for One County or One Village”, and the Tourism Bureau Council sponsored
“Every Month Festival in 2001” (China Times, 2006). Developing local festival
activities can enrich peak season tourism and attract more low-season tourism.
Festival activities can strengthen local social resources, and also play a regional
activity role in special cultural traditions (Yeh, 1999). Such Public policy with respect to
tourism re?ects these changes with the widespread use of a “boosterism” approach to
planning that overlooks key community attributes required for more integrative and
collaborative planning approaches (Getz and Jamal, 1994; Hall, 2000; Hall and Jenkins,
1995; Marcouiller, 1997; Murphy, 1985).
This study, from the tourists’ angle, evaluates tourists’ satisfaction of festival
activities, providing purposes as follows: ?rst, we introduced the Wind Chime Festival
in Kenting, and understand the tourist characteristics in this festival. Secondly, we
survey customer satisfaction. Customer satisfaction has signi?cant implications for
the economic performance of ?rm (Bolton et al., 2004), for manages, if they can achieve
better understanding of customer satisfaction information, they can increase their
campy performance. So this study is interested in the tourist satisfaction of Kenting
Wind Chime Festival. Besides, we discuss the Customer’s characteristic and their
revisiting commitment. Third, we focus on local festival activity. 2006 Kenting Wind
Chime Festival is the ?fth annual event which has been hold, and it is the ?rst of
12 major festivals selected for promotion by Taiwan Tourism Bureau. Finally, we
provide some practical suggestions from analysis results and ?ndings, providing
references for ?rms for marketing policy in order to increase competition ability, and
?nd out special local characteristics.
2006 Kenting Wind Chime Festival
When the strong mountain tempest (Luoshan Fong) blows, the Wind Chime Festival is
held at Kenting around January to February every year.
But earlier in the old days, the wind was only the source of inconvenience. It can turn
Kenting into a virtual ghost town in winter. The number of foreign tourists drops and
even local residents close their doors and shutter their windows to prevent winddamage.
To give tourists a reason to come in winter, since 2001 year the local government had the
idea of turning the wind to Kenting’s advantage. The local government uses the
mountain tempest phenomenon to combine with the wind chimes, pushing the Wind
Chime Festival as the cultural industry activity, to increase cultural industry production
value, and promote international competition ability through the image of the mountain
tempest and the Hengchun Peninsula Ocean. A diverse array of wind-bells hanging
throughout the city helps to beautify the area and comfort the ears every winter.
The 2006 Kenting Wind Chime Festival exhibition district includes eight theme
parks, “Entrance Image,” “Wind with Banners,” “Wind in Dream,” “Wind in Ocean,”
“Wind in Long Gallery,” “Wind for Experience,” “Wind in Garden,” and “Wind Maze.”
Tourists would walk along the street with wind and bells.
2006 Kenting
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Literature review and hypotheses
Tourist satisfaction and tourist satisfaction survey
Customer satisfaction is de?ned as a customer’s overall evaluation of the
performance of an offering to date (Johnson and Fornell, 1991). This overall
satisfaction has a strong positive effect on customer loyalty intentions across a wide
range of product and service categories (Fornell, 1992; Fornell et al., 1996). The
studies that exist ?nd that higher levels of customer satisfaction lead to greater
customer loyalty (Anderson and Sullivan, 1993; Bearden and Teel, 1983; Bolton and
Drew, 1991a, b; Fornell, 1992; Oliver, 1980; Oliver and Swan, 1989a,b), which in turn
has a positive impact on pro?tability (Reichheld and Teal, 1996). A stable relation
will gradually build up with customer satisfaction, making for a committed and loyal
customer (Dick and Basu, 1994; Sheth and Parvatiyar, 1995). The various de?nitions
suggest two major dimensions of relationship commitment: affective commitment
and calculative, or continuance, commitment (Fullerton, 2003; Hansen et al., 2003;
Johnson et al., 2001).
Achieving a better understanding of customer satisfaction information usages also
important with respect to the broader landscape of organizational theory and systems
theory in marketing as a whole. Customer satisfaction information usage lies at the
heart of ?rm’s market orientation (i.e. the ability of a ?rm to understand and respond to
its environment) and should be a major contributing factor to any link between a ?rm’s
degree of market orientation and its ?nancial performance (Hunt and Morgan, 1995;
Jaworski and Kohli, 1993; Narver and Slater, 1990). For tourist industries, developing
an improved understanding of ?rms’ customer satisfaction information usages should
therefore contribute to the further explication of the underlying processes of market
orientation and the theoretical mechanisms by which it is associated with ?rm
performance. Improvements in tourist satisfaction have come about through better
management for tourists, regarding better reservations systems, better signage, new
customer care courses, and the installation of other information provision (Augustyn
and Knowles, 2000).
Festival activity and tourist characteristics
Since the 2001 Taiwanese Ecosystem Sightseeing Year, the government selects
12 activities for every month to build up festivals on the island. The Tourism Bureau
statistics for the ?rst 12 festival activities in 2001 totalled an amount upwards to about
11 million participants, with a sightseeing income of approximately 3.2 billion NT
dollars (Ministry of Transportation & Communications Tourism Bureau, 2001).
The festival culture should be based on daily life (Wu, 1995). Some festivals
originate as local life, but become a new kind of sightseeing attraction, namely soft
tourism, through packaging and publicity. Generally speaking, holidays, tourism, and
travel are not necessarily consumption, but their enjoyable experiences for people
make themselves differ from the daily life. Hinch (1996) agrees that the local festival
cannot only attract tourists, but also directly present the culture through concrete
publicity.
In general, literatures empirically analyzed the decision of taking a vacation
(Miller and Hay, 1981; Walsh et al., 1992) in terms of the tourists’ personal
characteristics and sociodemographic characteristics (Nicolau and Mas, 2005).
IJCTHR
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First, for studies about gender, Maume (2006) uses data from the National Study of
the Changing Workforce, and ?nds that in the presence of familial and work-related
controls, women are less likely than men to have unused vacation time. At the same
time, there is a signi?cant relationship with the affective dimension of image, insofar
as women tend to assess the destination more favorably than do men (Beerli and
Martin, 2004).
Second, scholars such as Miller and Hay (1981) and Walsh et al. (1992) propose a
nonlinear relationship between age and propensity to take vacations and suggest a
positive (negative) marginal effect up to a certain point and a negative (positive)
marginal effect after that point. In Lehto et al. (2004) study, age, although not showing
a direct impact on activity involvement, has a strong positive relationship with prior
involvement.
Third, occupational situation can also include other aspects with direct and positive
effects on recreational decisions, such as the leisure time available and its distribution
throughout the year (Moutinho and Trimble, 1991). Some studies ?nd that students have
a greater propensity, given the duration and continuousness of their available time.
Fourth, residence region is related with geographic distance. Alongside the need for
distance and space in which to establish a new sense of self is the pull of social contact
(White and White, 2004). For tourist industries, among tourists, the relative emphasis
placed on services may vary regionally not only because of the psychological
landscape (e.g. different tourists’ characteristics) but also because of the physical
landscape (e.g. tourists like the different climate and geography). In other words, we
expect that regional differences exist, the pattern of regional variability in overall
satisfaction or the importance of service quality is not likely to map onto political
boundaries or zones such as states or counties.
Fifth, the repeat vacation market has drawn attention from both researchers and
practitioners. Many destinations adopt a business strategy focused on attracting
tourists to visit more than once. Previous research has shown a relationship to
satisfaction levels and lower perceived risks, with linkages to personality, attitudes,
and values (Ryan, 1995). Such ?ndings are consistent with research on repeat
purchasers of consumer goods in general. However, compared with ordinary products
or goods, where the repeat purchaser expects exactly the same item with consistent
quality, destinations have several unique aspects. For example, the quality of the
holiday experience can vary based upon the performance of the service providers.
Additionally, the expectations of repeat tourists may change with experience. When
they return to a place, it is not known whether they visit the same attractions,
participate in the same or different activities.
Sixth, vacation-planning takes up a large portion of this ordered sequence based on
the assumption that tourists are problem solvers with bounded rationality, following a
number of distinct cognitive information processes. This result from that integrated
models of vacation planning lean heavily on classical buyer behavior theory
(Engel et al., 1973; Howard and Sheth, 1969; Nicosia, 1966), where decisions are thought
to proceed in sequential and hierarchical steps.
This survey is to provide a phenomenon for tourist characteristics, satisfactions and
revisiting commitment, by proposing H1-H6 related to the in?uence of
sociodemographic characteristics, including the gender, age, city of residence, and
occupational situation, and of psychographics factors such as an individual’s opinion
2006 Kenting
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of taking a vacation, including the prior experience of repeat visitation, and decision
making:
H1. The tourists’ gender (male/female) signi?cantly in?uences the satisfaction of
taking a vacation in Wind Chime Festival.
H2. The tourist’s age is associated with satisfaction of taking a vacation in Wind
Chime Festival.
H3. The tourist’s resident region is associated with satisfaction of taking a
vacation in Wind Chime Festival.
H4. The tourist’s occupational situation is associated with satisfaction of taking a
vacation in Wind Chime Festival.
H5. The tourists with plans in advance are more satis?ed than those without plan
in advance in Wind Chime Festival.
H6. First-visited tourists are more satis?ed than repeat-visited tourists in Wind
Chime Festival.
Method
Survey and sampling
We invited tourists to answer the questions, with one questionnaire per family.
Photographs of eight theme parks were to help tourists recall their experience.
This study attempted to understand tourist satisfaction of the Wind Chime Festival,
using tourists in Wind Chime Festival from January 21 to February 12, 2006 as the
research population. Questionnaires were ?lled in by one of the representative member
to avoid too many numbers (in same unit) repeatedly giving their opinions, causing a
sample error. Before ?lling in the questionnaires, tourists were asked, “Have you
thoroughly walked around the entire Wind-Chime Festival Park?” If not, they could be
denied the questionnaire. From January 30 to February 11, 2000, we sent out a total of
216 questionnaires, deleing any questions with improper answers, or those without
signatures, with a total of 211 effective returns.
Questionnaire design and measures
Three constructs are detailed in this study: tourist characteristics, satisfaction, and
revisiting commitment. First, tourist characteristics include gender, age, occupation,
residence region, repeat visitation of prior experience, and whether the visit was planed
in advance or not. Second, the construct of tourist satisfaction includes ?ve items,
including staff’s service, stage performance, ticket price, theme park equipments, and
overall impress. All items are measured by Likert’s ?ve-point scale (very satis?ed,
satis?ed, no comment, dissatis?ed, very dissatis?ed). For practical management,
customer satisfaction data collection is typically the single item of ?rms’ annual
expenditure on market intelligence and is often the only systematic market intelligence
that a ?rm generates (Wilson, 2002). Finally, tourist revisiting commitment was
measured by one question, “Will you come to the Wind-Chime Festival again?”
This survey was then supplemented by open-questions interview with the tourists
in 2006 Kenting Wind Chime Festival. We asked respondents “why did you come to the
Wind-Chime Festival? What did you think about this Festival?” The major bene?t of
IJCTHR
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this supplemented quality approach is that it allowed an indepth investigation of how
tourist’s satisfaction is speci?c and yet mediated by tourist characteristics, being a part
of a dialectic phenomenon between the expert and the respondents in discourses
interview (Tulloch, 1999), applying the respondents’ narratives that signify the tourist
milieu.
Statistical data analysis method
Data analysis included using SPSS 10 computer software. If a response item was
missing, the respondent was dropped from the analysis. Therefore, overall sample size
may vary during the separate analyses. Two-way ANOVA analyze the differences
between tourists’ characteristics, tourists’ satisfaction and their revisiting commitment.
In the experiment consisting of a number of independent treatments or groups, the ?rst
stage of the analysis is to carry out a variance ratio test (F-test) to determine whether all
group means are the same. After doing a two-way ANOVA, the Bonferroni correction
was used if equal variances assumed for post hoc multiple comparisons.
Analysis and results
ANOVA analysis was applicable for the inference relationships among tourist
characteristics, satisfaction, and revisiting commitment. The identi?cation of the
satisfaction of taking a vacation in Wind Chime Festival in terms of the variables
corresponding to H1-H6, which is shown in Table I.
Tourists’ characteristics have a partial signi?cant difference on tourist satisfaction
and revisiting commitment (H1-H6). Some studies in examinations of customer
satisfaction data, differences have typically been incorporated at the customer level,
though customer characteristics tend to explain less than 10 percent of the variation in
overall satisfaction (Bolton, 1998; Bryant and Cha, 1996; Danaher, 1998; Mittal and
Kamakura, 2001). However, this study suggests that it might be useful to examine
differences across age, occupational situation, repeat visitation situation, as well as
plan/not plan in advance, especially because some relevant consumer characteristics
may show systematic decision process of taking vacation.
An ANOVA analysis was used to test the differences among the sets of means
scores for each of the sectors. First, tourists with different gender (H1), residence
regions (H3) have no different satisfaction and revisiting commitment( p(0.05). Unlike,
Beerli and Martin (2004) found that there was a statistically signi?cant relationship
between gender and the factors of the cognitive images related to the general and
tourist leisure infrastructures, and to natural and cultural resources. However, in this
study, no signi?cant difference is between the tourists’ satisfaction with the Wind
Chime Festival and their gender.
Second, the tourists of different ages groups have different satisfaction with “ticket
price” ( p ¼ 0.011(0.05)). The Bonferroni post hoc test was used to determine signi?cant
differences. Under 20 year-olds tourists, with a mean score of 3.09, have less satisfaction
to “ticket price” than 30-39 year-olds (mean ¼ 3.58) and above 40 year-olds
(mean ¼ 3.74), but not signi?cantly different from 20 to 29 year-olds (mean ¼ 3.52).
Third, occupational situation is associated with satisfaction with “stage program”
( p ¼ 0.02). Through the post hoc test by Bonferroni method, the other occupations,
including the unemployed and householders, have the less satisfaction than of?ce
workers and self-employed (mean ¼ 3.25(4.01 and 4.08, respectively)), but not
2006 Kenting
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0
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9
2
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0
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4
7
(
0
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8
2
9
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1
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4
5
8
(
0
.
2
2
9
)
0
.
1
2
6
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0
.
7
2
3
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5
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2
3
0
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0
.
0
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3
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)
1
.
4
6
4
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0
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2
2
8
)
N
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t
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(
p
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1
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6
0
0
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0
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2
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7
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4
.
3
9
8
(
0
.
0
3
7
*
)
2
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2
7
0
(
0
.
1
3
4
)
3
.
5
1
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(
0
.
0
6
2
)
7
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2
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0
.
0
0
8
*
*
)
8
.
8
0
4
(
0
.
0
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3
*
*
)
N
o
t
e
s
:
*
p
-
v
a
l
u
e
.
0
.
0
5
;
*
*
p
-
v
a
l
u
e
.
0
.
0
1
Table I.
ANOVA analysis for
tourists’ characteristic,
satisfaction and
revisiting commitment
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signi?cantly different from students (mean ¼ 3.86). Though a little proves in
this study, the interaction between work and tourism is extensively introduced in
recent studies that focus on situations in which work-related and tourist-oriented
activities are combined (Pizam et al., 2000; Uriely, 2001; Uriely and Reichel, 2000). One
tourist who is of?ce worker said:
I’m feeling negative about working and only working [. . .] Hopefully I’ll do something
different, especially during Chinese New Year [. . .] I did like this stage program, and it made
me feel fun and I laughed with other people (Middle-age man).
The fourth, ?rst-time visitors were less satis?ed with the “ticket price” than repeat
visitors(mean ¼ 3.44(3.77) since the result of F-value equal 5.22 and p-value equal
0.023. Pervious study, such as Lehto et al. (2004) prospective, discovered that the
?rst-timers appeared more likely to be looking for variety and new cultural experiences
than the repeaters. But one repeat-visitor in Wind Chime Festival argued that:
Kenting, the sunny Island, I’ve been here ever since many friends told to me about
Wind-Chime Festival [. . .] and the ticket price become cheaper than last years, don’t you think
it is a good news?.
He added:
[. . .] and I noted the place could lose its authenticity. It’s not the tourists that make the place
lose its authenticity, it’s the people who come in and buy property [. . .] I think it won’t change
and this won’t bother me. I will come again with my friends or family (Young man with his
friends).
Finally, in H6, through the post hoc test by Bonferroni method:
(1) The tourists who have no plans in advance have less satisfaction with “staff’
service” (mean ¼ 3.77(3.99) and “ ticket price” (mean ¼ 3.33(3.66)than those
who have plans in advance.
(2) Tourists who have planned in advance have more revisiting commitment than
those who had not, since there are 86 respondents who have planned in advance
and promised to come again and just 48 respondents did.
Table II presented the relation between plans in advance and revisiting commitment.
Discussion
Tourist characteristics of 2006 Kenting Wind Chime Festival
Tourist characteristics were analyzed as in Table III. First, 62.09 percent responders
are female, and 37.91 percent are male. This bias re?ects another dif?culty associated
with collecting data from all family members; namely how to actively involve male
Revisiting commitment
Respondents Not come again Not sure Will come again Total
No plan 8 36 48 92
Plan in advance 5 28 86 119
Total 13 64 134 211
Table II.
Plan and revisiting
commitment
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parents or children in the data collection process. Most time, woman is the
representative as the family union, even in respond the questionnaires in this survey.
Second, the respondents who are in 30-39 year-olds made up the largest percentage
of respondents (34.29 percent), followed by those who in 20-29 year-olds (27.62 percent),
those who in above 40 year-olds (21.90 percent), and those who under
20 year-olds(16.19 percent).
Third, respondents were composed of of?ce workers (54.03 percent), students
(25.59 percent), the self-employed (14.22 percent), and others (6.16 percent, including
unemployed and householder).
Tourists’ characteristic Respondents Percent
Gender
Male 80 37.91
Female 131 62.09
Age
Under 20 years 34 16.19
20 , 29 year olds 58 27.62
30 , 39 year olds 72 34.29
Above 40 years 46 21.90
Occupation
Student 54 25.59
Of?ce worker 114 54.03
Self-employment 30 14.22
Other 13 6.16
Residence region
Pingtung and Kaohsiung 104 49.29
Yunlin, Chiayi, and Tainan 18 8.53
Taichung, Changhua, and Nanou 33 15.64
Taoyuan, Hsinchu, Miaoli 23 10.90
Taipei 29 13.74
Yilan, Hualien, and Taitung 3 1.42
Island (Kinmen, Matzu, and Penghu) 1 0.47
Plan or not plan in advance
No plan 92 43.60
Plan 119 56.40
Visit times
First 163 77.25
Second time above 48 22.75
Information source
Television 73 28.74
Broadcast 15 5.91
Network 46 18.11
Newspaper 41 16.14
Friends and relatives 57 22.44
Other 22 8.66
Companion
Family (children, parents, husband and wife) 140 59.32
Relatives 47 19.92
Friend/classmate 32 13.56
Couples 11 4.66
Alone 6 2.54
Table III.
Tourist characteristics
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Fourth, most respondents reside in Pingtung and Kaohsiung, occupying
49.29 percent of total respondents. Those from Taichung, Changhua, and Nanou
(15.64 percent) are next, followed by those from Taipei (13.74 percent), Taoyuan,
Hsinchu, Miaoli (10.90 percent), Yunlin, Chiayi, and Tainan (8.53 percent), and Yilan,
Hualien, Taitung (1.42 percent). Residents from the Kinmen, Matzu, and Penghu are the
least (0.47 percent). Thus, geography distance can in?uence tourists’ intention, but
attractive festival activities can allure tourists from other cities, such as Taichung,
Changhua, Nanou region, and Taipei.
Fifth, most respondents are ?rst-time visitors, occupying 77.25 percent of
respondents; however some respondents are the repeat visitors (22.75 percent). New
customers are important for festival marketing, but old customers should also be paid
close attention.
Sixth, 56.40 percent tourists have plans in advance to go to Wind Chime Festival,
and 43.60 percent tourists have no plan in advance.
Seventh, respondents get the information of Wind Chime Festival from television
(28.74 percent); from friends and relatives (22.44 percent); from network (18.11 percent);
from newspapers (16.14 percent) and a small percentage from broadcasting
(5.91 percent) and other means, including ?ags or signboards (8.66 percent).
Although most respondents get messages from television, word-of-mouth from friends
and relatives is also a very important channel.
Eighth, most respondents come with their families (59.32 percent). Respondents
coming with relatives are next (19.92 percent), followed by those coming with
classmates or friends (13.66 percent), the dating couples (4.66 percent), and
those coming alone (2.54 percent). Family traveling makes up the largest number,
nearly 60 percent. The family is the predominant unit in which people spend their
leisure time (Turley, 2001). Tourist thought Wind Chime festival is suit for family
activities:
Sometimes, we still want to go somewhere, and then the opportunity arises. Our parents tell
us “oh, we are going to Wind Chime Festival, would you like to join us?” and we say “why
not?” when there is a place I like, it is a family place (middle age female with family, without
planning).
Some tourists agree that “being in the extended family group [with my parents] means we
help each other out, and they can look after the kids (Middle-age female with her family).”
Tourist’s satisfaction and revisiting commitment in 2006 Kenting Wind Chime Festival
The levels of tourists’ satisfaction were detailed in Table IV. The mean score of “overall
impression” satisfaction was 3.78. The satisfaction of “theme park equipment” was the
lowest (mean ¼ 3.40). For festival activity, some local show is most popular than
theme part equipment. Moreover, some respondents promise to visit again
(63.51 percent), some are not sure if they would return (30.33 percent), and others do
not visit again(6.16 percent), as shown in Table V.
Affective and calculative revisiting commitment and satisfaction
We can see from Table I, tourist satisfaction of “theme park equipments” and “whole
impression” are all not signi?cantly associated with the tourists’ characteristics
(gender, age, residence region, occupation, not/repeat visit, not/plan in advance), as the
result of ANOVA analysis showing p . 0.05. The averages of tourists’ satisfaction to
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the “theme park equipment” and “overall impression” are 3.40 and 3.78, respectively.
Most tourists felt the theme park equipment is de?nitely monotonous, so that the
degree of “theme park equipments” satisfaction was not high. But for tourists, visiting
to festival is one kind of psychological process rather than equipment preference. Thus,
satisfaction evaluation process includes the affective experience.
Tourist’s revisiting commitment also involve affective process, such as the affective
commitment being more emotional factor that develops through the degree of
reciprocity or personal involvement that a customer has with a company, which results
in a higher level of trust and commitment (Garbarino and Johnson, 1999; Morgan and
Hunt, 1994). In a ?nancial services context, Verhoef (2003) demonstrates direct effects
of affective commitment on both relationship maintenance (retention) and relationship
development (share of a customer’s business). This was expressed most strongly by
dating couples:
[. . .] in 2003, we came here and we felled in love with each other. It was magical. As a result,
we’re interested in anything that is from or about Kenting or this Festival. I think we’ll be
coming here [Wind Chime Festival] again. We would have good time and good pictures for
our anniversary.
Burns and Holden (1995) point out that while tourists may return to a favored location,
the experience is never entirely the same.
On the other hand, the calculative commitment is the colder, or more rational,
economic-based dependence on product bene?ts due to a lack of choice or switching
costs (Anderson and Weitz, 1992; Dwyer et al., 1987; Heide and John, 1992). One tourist
put his experience very eloquently:
We come to the Kenting coast this weekend just to please children but my wife and I tell
ourselves that we would be hard pressed to stay two hours here but taking six hours in car.
That would be a real sacri?ce for the sake of the children! I don’t like traveling. I’m more
worried about ?nancial situation and provision for children caring. But yes, we may come
here [Wind Chime Festival] again but just for children (Middle aged man with his family).
Tourists’ behavior Respondents Percentage
Repeat Would not come 13 6.16
Visitation Uncertain 64 30.33
Commitment Will come 134 63.51
Table V.
Tourists’ revisiting
commitment percentage
Tourists’
satisfaction
Ticket
price
Theme park
equipments
Staff’s
service
Stage
program
a
Overall
impression
Mean 3.51 3.40 3.90 3.93 3.78
Respondents 211 211 211 193 211
SD 0.90 1.11 0.76 0.85 0.78
Note:
a
Not include missing data
Table IV.
The mean and SD of the
tourists’ satisfaction
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The information for planning
Lash and Urry (1994) conceptualize the decreasing distinctions between everyday life
and tourist experiences as ‘‘the end of tourism.” Speci?cally, they argue that
experiences that were once con?ned to tourism – including the enjoyment of gazing at
distant sights and the pleasure of engaging in aspects of other cultures – are currently
accessible in various contexts of everyday life. For example, of tourist mentioned:
“I have never been here [Wind-Chime Festival] before, but I had seen the Kenting’s
view on TV, DVD and books before I moved on here (Middle-age man with family).”
In addition, tourists are in?uenced by television and networks whether they have
plans or not in advance (Table VI). Tourists who have plans in advance obtain the
information mostly from television (45 respondents) and WOM (33 respondents), so do
the tourists who have no plan in advance.
However, tourist who have planned visiting Wind Chime Festival in advance have
more information search than those who have not planned in advance, whether those
information are get form TV (61.64(38.36 percent), broadcast (80.00 . 20.00 percent),
network(58.70(41.30 percent), and WOM (57.89(42.11 percent), or the other sources
(e.g. coming round and passing by) (45.45(54.55 percent). Tourists with plans in
advance will try to get more information about the destination, as Munt (1994)
describes the growth of outdoor training programs designed for managers as an
example of the incorporation of tourism practices in the work and professional domain.
For someone who has plan, there is a string of unanswered questions: “Of course, we
did plan, we handed out a kind of table with a list of criteria, in which they had to put
points, saying:
[. . .] this is really important for us [friends], the comfort of the accommodation, the food, the
climate, the price [. . .] We established parameters through the dada form TV and books. And
as a result of using these parameters, we saw for example that budget was the most
important [. . .] And there are other criteria [. . .] We saw, for example, that comfort or the
quality of food was not that important (young man with his friends).
Conclusion
The Wind Chime Festival takes advantage of the famous of Kenting National Park,
promoting sightseeing industry by image marketing of the local winter mountain
tempest. This study provided Wind Chime Festival activity evaluation, tourist
characteristics and satisfaction, as well as provides practical marketing evaluation.
Visit motive Not plan Plan
Information source Respondents Percent Respondents Percent
Television 28 38.36 45 61.64
Broadcast 3 20.00 12 80.00
Network 19 41.30 27 58.70
Newspaper 14 34.15 27 65.85
WOM 24 42.11 33 57.89
Other 12 54.55 10 45.45
Total 100 39.37 154 60.63
Note: Multiple answers calculated in this table
Table VI.
Plan and information
source of tourists
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The 2006 Wind Chime Festival respondents are mostly female, abut 20-40 years old,
of?ce workers, from Pingtung and Kaohsiung, ?rst-time visitors, coming with their
families, receiving information from television and network, having plans in advance.
Recent cultural festival activities are held in many local places giving tourists many
choices. Since tourist satisfaction can in?uence tourist revisiting commitment, festival
authorities should provide customers a pleasant atmosphere by targeting audiences,
planning programs, and developing creative ways to reach festival goals, culturally
and economically.
One limitations of the study which we should note is that the population of tourist
unit used here has the distinct advantage of controlling for many extraneous factors
that may affect the results. The 216 subjects are restricted to families, and the inference
will be limited. Open questions interviews are one way to supplement the discussion
but we should consider other more accurate methods. As noted earlier, this bias re?ects
another dif?culty associated with collecting data from all family members. Besides, we
use the single item (Wilson, 2002) to collect data for understanding the tourists’
satisfaction with Wind Chime Festival, and the validity and reliability of the
questionnaire are not identi?ed and ?nite.
Further researchers need to develop the integrative customer satisfaction survey
continually as well as the customer-oriented tourism programs, which are associated
with the stakeholders. Developing the complete understanding of the tourism in local
communities will positively lead to a research-based approach that addresses
human-oriented needs. In addition, many researchers have been showing that the local
is not the passive, bounded, and homogeneous entity, which was frequently assumed
to be (Clifford, 1997; Gupta and Ferguson, 1997; Low and Lawrence-Zuniga, 2003).
The freshening mountain tempest was a damper on local tourism during the period
from December to March, but thanks to the wind chimes, the wind has become itself a
reason to visit. The Kenting Wind Chime Festival inspired other locales in Taiwan to
follow this example and sponsor festivals accenting their own particular natural
endowments and cultural traits.
In recent years, many changes have taken place in rural areas of Taiwan, and the
counties have experienced a renaissance. Because of the media (e.g. web sites and TV),
people have realized and taken part in these local cultural activities. Wind Chime
Festival may be an inevitable outcome of postmodern tourism, whereby all products,
including culture, can be commercialized and sold. Staged authenticity become very
common, not only as a way to “sell” the culture and to preserve its attractiveness, but
also as a way to protect the back regions by keeping tourists focused on the
commercialized front (Cohen, 1989).
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Corresponding author
Szu-Chi Yang can be contacted at: [email protected]
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doc_451238670.pdf
This study is interested in the tourist satisfaction of Kenting Wind Chime Festival, as well
as in tourist’s characteristic and their revisiting commitment. The purpose is to survey customer
satisfaction, which has significant implications for the economic performance of the firm, and to focus
on local festival activity. Since 1994, Taiwan has continuously promoted festival activities, and the
2006 Kenting Wind Chime Festival is the first of 12 major festivals selected for promotion by Taiwan
Tourism Bureau.
International Journal of Culture, Tourism and Hospitality Research
Customer satisfaction and customer characteristic in festival activity: A case of 2006
Kenting Wind Chime Festival
Chin-Tarn Lee Szu-Chi Yang Henry Y. Lo
Article information:
To cite this document:
Chin-Tarn Lee Szu-Chi Yang Henry Y. Lo, (2008),"Customer satisfaction and customer characteristic in
festival activity", International J ournal of Culture, Tourism and Hospitality Research, Vol. 2 Iss 3 pp. 234 -
249
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Young Hoon Kim, Mincheol Kim, Tanya Ruetzler, J im Taylor, (2010),"An examination of festival attendees'
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dx.doi.org/10.1108/17852951011029324
Erol Duran, Bahattin Hamarat, (2014),"Festival attendees’ motivations: the case of International Troia
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Customer satisfaction and
customer characteristic in festival
activity
A case of 2006 Kenting Wind Chime Festival
Chin-Tarn Lee and Szu-Chi Yang
National Sun Yat-Sen University, Kaohsiung, Taiwan, and
Henry Y. Lo
Nan Kai Institute of Technology, Tsao Tun, Taiwan
Abstract
Purpose – This study is interested in the tourist satisfaction of Kenting Wind Chime Festival, as well
as in tourist’s characteristic and their revisiting commitment. The purpose is to survey customer
satisfaction, which has signi?cant implications for the economic performance of the ?rm, and to focus
on local festival activity. Since 1994, Taiwan has continuously promoted festival activities, and the
2006 Kenting Wind Chime Festival is the ?rst of 12 major festivals selected for promotion by Taiwan
Tourism Bureau.
Design/methodology/approach – ANOVA analysis was applicable for the inference relationships
among tourist characteristics, satisfaction, and revisiting commitment. Additionally, it was
supplemented by open questions interviews. The survey period was from January 21 to
February 12, 2006.
Findings – Three ?ndings have been concluded in this survey. First, the 2006 Wind-Chime Festival
tourists are mostly coming with their families, and they are ?rst-time visitors, who have received
information from television and network, and had plans in advance. Second, for festival activity, local
show is more popular than theme part equipments. Finally, it must be emphasized that local damper
(e.g. mountain tempest) is not passive bounded.
Research limitations/implications – On the one hand, the 216 subjects are restricted to family,
and the inference will be limited. On the other, the single item to collect data for understanding the
tourists’ satisfaction in Wind Chime Festival was used.
Practical implications – Managers should develop the completely understanding of media,
because most tourists are in?uenced by television and networks.
Originality/value – The paper shows that customer-oriented and integrative tourism programs
improve tourist satisfaction.
Keywords Customer satisfaction, Festivals, Tourism management, Taiwan, Popular culture
Paper type Research paper
Introduction
While the ongoing process of economic globalization is made possible by the drive
of capitalism to expand and grow, and by the pervasiveness of new technologies
in communications and transport (Hannerz, 1996; Salazar, 2005), the development of
cultural industry had became the main direction for local governments. For example,
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/1750-6182.htm
The authors thank Shie, Huei Rung for assisting with the interviews.
IJCTHR
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Received December 2006
Revised April 2007
Accepted December 2007
International Journal of Culture,
Tourism and Hospitality Research
Vol. 2 No. 3, 2008
pp. 234-249
qEmerald Group Publishing Limited
1750-6182
DOI 10.1108/17506180810891609
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the contemporary American public policy fascinated with promoting regions for
increased tourism rests on a preconception that this industry is automatically
bene?cial to the economic development of communities it affects. Similarly, in Taiwan
since 1994, the Council of Cultural Affairs has continuously promoted festival
activities, such as the “National Art & Literature Festival” and the “Small International
Art Festival in the City.” Agricultural Planning & Development promoted “One
Specialty for One County or One Village”, and the Tourism Bureau Council sponsored
“Every Month Festival in 2001” (China Times, 2006). Developing local festival
activities can enrich peak season tourism and attract more low-season tourism.
Festival activities can strengthen local social resources, and also play a regional
activity role in special cultural traditions (Yeh, 1999). Such Public policy with respect to
tourism re?ects these changes with the widespread use of a “boosterism” approach to
planning that overlooks key community attributes required for more integrative and
collaborative planning approaches (Getz and Jamal, 1994; Hall, 2000; Hall and Jenkins,
1995; Marcouiller, 1997; Murphy, 1985).
This study, from the tourists’ angle, evaluates tourists’ satisfaction of festival
activities, providing purposes as follows: ?rst, we introduced the Wind Chime Festival
in Kenting, and understand the tourist characteristics in this festival. Secondly, we
survey customer satisfaction. Customer satisfaction has signi?cant implications for
the economic performance of ?rm (Bolton et al., 2004), for manages, if they can achieve
better understanding of customer satisfaction information, they can increase their
campy performance. So this study is interested in the tourist satisfaction of Kenting
Wind Chime Festival. Besides, we discuss the Customer’s characteristic and their
revisiting commitment. Third, we focus on local festival activity. 2006 Kenting Wind
Chime Festival is the ?fth annual event which has been hold, and it is the ?rst of
12 major festivals selected for promotion by Taiwan Tourism Bureau. Finally, we
provide some practical suggestions from analysis results and ?ndings, providing
references for ?rms for marketing policy in order to increase competition ability, and
?nd out special local characteristics.
2006 Kenting Wind Chime Festival
When the strong mountain tempest (Luoshan Fong) blows, the Wind Chime Festival is
held at Kenting around January to February every year.
But earlier in the old days, the wind was only the source of inconvenience. It can turn
Kenting into a virtual ghost town in winter. The number of foreign tourists drops and
even local residents close their doors and shutter their windows to prevent winddamage.
To give tourists a reason to come in winter, since 2001 year the local government had the
idea of turning the wind to Kenting’s advantage. The local government uses the
mountain tempest phenomenon to combine with the wind chimes, pushing the Wind
Chime Festival as the cultural industry activity, to increase cultural industry production
value, and promote international competition ability through the image of the mountain
tempest and the Hengchun Peninsula Ocean. A diverse array of wind-bells hanging
throughout the city helps to beautify the area and comfort the ears every winter.
The 2006 Kenting Wind Chime Festival exhibition district includes eight theme
parks, “Entrance Image,” “Wind with Banners,” “Wind in Dream,” “Wind in Ocean,”
“Wind in Long Gallery,” “Wind for Experience,” “Wind in Garden,” and “Wind Maze.”
Tourists would walk along the street with wind and bells.
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Literature review and hypotheses
Tourist satisfaction and tourist satisfaction survey
Customer satisfaction is de?ned as a customer’s overall evaluation of the
performance of an offering to date (Johnson and Fornell, 1991). This overall
satisfaction has a strong positive effect on customer loyalty intentions across a wide
range of product and service categories (Fornell, 1992; Fornell et al., 1996). The
studies that exist ?nd that higher levels of customer satisfaction lead to greater
customer loyalty (Anderson and Sullivan, 1993; Bearden and Teel, 1983; Bolton and
Drew, 1991a, b; Fornell, 1992; Oliver, 1980; Oliver and Swan, 1989a,b), which in turn
has a positive impact on pro?tability (Reichheld and Teal, 1996). A stable relation
will gradually build up with customer satisfaction, making for a committed and loyal
customer (Dick and Basu, 1994; Sheth and Parvatiyar, 1995). The various de?nitions
suggest two major dimensions of relationship commitment: affective commitment
and calculative, or continuance, commitment (Fullerton, 2003; Hansen et al., 2003;
Johnson et al., 2001).
Achieving a better understanding of customer satisfaction information usages also
important with respect to the broader landscape of organizational theory and systems
theory in marketing as a whole. Customer satisfaction information usage lies at the
heart of ?rm’s market orientation (i.e. the ability of a ?rm to understand and respond to
its environment) and should be a major contributing factor to any link between a ?rm’s
degree of market orientation and its ?nancial performance (Hunt and Morgan, 1995;
Jaworski and Kohli, 1993; Narver and Slater, 1990). For tourist industries, developing
an improved understanding of ?rms’ customer satisfaction information usages should
therefore contribute to the further explication of the underlying processes of market
orientation and the theoretical mechanisms by which it is associated with ?rm
performance. Improvements in tourist satisfaction have come about through better
management for tourists, regarding better reservations systems, better signage, new
customer care courses, and the installation of other information provision (Augustyn
and Knowles, 2000).
Festival activity and tourist characteristics
Since the 2001 Taiwanese Ecosystem Sightseeing Year, the government selects
12 activities for every month to build up festivals on the island. The Tourism Bureau
statistics for the ?rst 12 festival activities in 2001 totalled an amount upwards to about
11 million participants, with a sightseeing income of approximately 3.2 billion NT
dollars (Ministry of Transportation & Communications Tourism Bureau, 2001).
The festival culture should be based on daily life (Wu, 1995). Some festivals
originate as local life, but become a new kind of sightseeing attraction, namely soft
tourism, through packaging and publicity. Generally speaking, holidays, tourism, and
travel are not necessarily consumption, but their enjoyable experiences for people
make themselves differ from the daily life. Hinch (1996) agrees that the local festival
cannot only attract tourists, but also directly present the culture through concrete
publicity.
In general, literatures empirically analyzed the decision of taking a vacation
(Miller and Hay, 1981; Walsh et al., 1992) in terms of the tourists’ personal
characteristics and sociodemographic characteristics (Nicolau and Mas, 2005).
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First, for studies about gender, Maume (2006) uses data from the National Study of
the Changing Workforce, and ?nds that in the presence of familial and work-related
controls, women are less likely than men to have unused vacation time. At the same
time, there is a signi?cant relationship with the affective dimension of image, insofar
as women tend to assess the destination more favorably than do men (Beerli and
Martin, 2004).
Second, scholars such as Miller and Hay (1981) and Walsh et al. (1992) propose a
nonlinear relationship between age and propensity to take vacations and suggest a
positive (negative) marginal effect up to a certain point and a negative (positive)
marginal effect after that point. In Lehto et al. (2004) study, age, although not showing
a direct impact on activity involvement, has a strong positive relationship with prior
involvement.
Third, occupational situation can also include other aspects with direct and positive
effects on recreational decisions, such as the leisure time available and its distribution
throughout the year (Moutinho and Trimble, 1991). Some studies ?nd that students have
a greater propensity, given the duration and continuousness of their available time.
Fourth, residence region is related with geographic distance. Alongside the need for
distance and space in which to establish a new sense of self is the pull of social contact
(White and White, 2004). For tourist industries, among tourists, the relative emphasis
placed on services may vary regionally not only because of the psychological
landscape (e.g. different tourists’ characteristics) but also because of the physical
landscape (e.g. tourists like the different climate and geography). In other words, we
expect that regional differences exist, the pattern of regional variability in overall
satisfaction or the importance of service quality is not likely to map onto political
boundaries or zones such as states or counties.
Fifth, the repeat vacation market has drawn attention from both researchers and
practitioners. Many destinations adopt a business strategy focused on attracting
tourists to visit more than once. Previous research has shown a relationship to
satisfaction levels and lower perceived risks, with linkages to personality, attitudes,
and values (Ryan, 1995). Such ?ndings are consistent with research on repeat
purchasers of consumer goods in general. However, compared with ordinary products
or goods, where the repeat purchaser expects exactly the same item with consistent
quality, destinations have several unique aspects. For example, the quality of the
holiday experience can vary based upon the performance of the service providers.
Additionally, the expectations of repeat tourists may change with experience. When
they return to a place, it is not known whether they visit the same attractions,
participate in the same or different activities.
Sixth, vacation-planning takes up a large portion of this ordered sequence based on
the assumption that tourists are problem solvers with bounded rationality, following a
number of distinct cognitive information processes. This result from that integrated
models of vacation planning lean heavily on classical buyer behavior theory
(Engel et al., 1973; Howard and Sheth, 1969; Nicosia, 1966), where decisions are thought
to proceed in sequential and hierarchical steps.
This survey is to provide a phenomenon for tourist characteristics, satisfactions and
revisiting commitment, by proposing H1-H6 related to the in?uence of
sociodemographic characteristics, including the gender, age, city of residence, and
occupational situation, and of psychographics factors such as an individual’s opinion
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of taking a vacation, including the prior experience of repeat visitation, and decision
making:
H1. The tourists’ gender (male/female) signi?cantly in?uences the satisfaction of
taking a vacation in Wind Chime Festival.
H2. The tourist’s age is associated with satisfaction of taking a vacation in Wind
Chime Festival.
H3. The tourist’s resident region is associated with satisfaction of taking a
vacation in Wind Chime Festival.
H4. The tourist’s occupational situation is associated with satisfaction of taking a
vacation in Wind Chime Festival.
H5. The tourists with plans in advance are more satis?ed than those without plan
in advance in Wind Chime Festival.
H6. First-visited tourists are more satis?ed than repeat-visited tourists in Wind
Chime Festival.
Method
Survey and sampling
We invited tourists to answer the questions, with one questionnaire per family.
Photographs of eight theme parks were to help tourists recall their experience.
This study attempted to understand tourist satisfaction of the Wind Chime Festival,
using tourists in Wind Chime Festival from January 21 to February 12, 2006 as the
research population. Questionnaires were ?lled in by one of the representative member
to avoid too many numbers (in same unit) repeatedly giving their opinions, causing a
sample error. Before ?lling in the questionnaires, tourists were asked, “Have you
thoroughly walked around the entire Wind-Chime Festival Park?” If not, they could be
denied the questionnaire. From January 30 to February 11, 2000, we sent out a total of
216 questionnaires, deleing any questions with improper answers, or those without
signatures, with a total of 211 effective returns.
Questionnaire design and measures
Three constructs are detailed in this study: tourist characteristics, satisfaction, and
revisiting commitment. First, tourist characteristics include gender, age, occupation,
residence region, repeat visitation of prior experience, and whether the visit was planed
in advance or not. Second, the construct of tourist satisfaction includes ?ve items,
including staff’s service, stage performance, ticket price, theme park equipments, and
overall impress. All items are measured by Likert’s ?ve-point scale (very satis?ed,
satis?ed, no comment, dissatis?ed, very dissatis?ed). For practical management,
customer satisfaction data collection is typically the single item of ?rms’ annual
expenditure on market intelligence and is often the only systematic market intelligence
that a ?rm generates (Wilson, 2002). Finally, tourist revisiting commitment was
measured by one question, “Will you come to the Wind-Chime Festival again?”
This survey was then supplemented by open-questions interview with the tourists
in 2006 Kenting Wind Chime Festival. We asked respondents “why did you come to the
Wind-Chime Festival? What did you think about this Festival?” The major bene?t of
IJCTHR
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this supplemented quality approach is that it allowed an indepth investigation of how
tourist’s satisfaction is speci?c and yet mediated by tourist characteristics, being a part
of a dialectic phenomenon between the expert and the respondents in discourses
interview (Tulloch, 1999), applying the respondents’ narratives that signify the tourist
milieu.
Statistical data analysis method
Data analysis included using SPSS 10 computer software. If a response item was
missing, the respondent was dropped from the analysis. Therefore, overall sample size
may vary during the separate analyses. Two-way ANOVA analyze the differences
between tourists’ characteristics, tourists’ satisfaction and their revisiting commitment.
In the experiment consisting of a number of independent treatments or groups, the ?rst
stage of the analysis is to carry out a variance ratio test (F-test) to determine whether all
group means are the same. After doing a two-way ANOVA, the Bonferroni correction
was used if equal variances assumed for post hoc multiple comparisons.
Analysis and results
ANOVA analysis was applicable for the inference relationships among tourist
characteristics, satisfaction, and revisiting commitment. The identi?cation of the
satisfaction of taking a vacation in Wind Chime Festival in terms of the variables
corresponding to H1-H6, which is shown in Table I.
Tourists’ characteristics have a partial signi?cant difference on tourist satisfaction
and revisiting commitment (H1-H6). Some studies in examinations of customer
satisfaction data, differences have typically been incorporated at the customer level,
though customer characteristics tend to explain less than 10 percent of the variation in
overall satisfaction (Bolton, 1998; Bryant and Cha, 1996; Danaher, 1998; Mittal and
Kamakura, 2001). However, this study suggests that it might be useful to examine
differences across age, occupational situation, repeat visitation situation, as well as
plan/not plan in advance, especially because some relevant consumer characteristics
may show systematic decision process of taking vacation.
An ANOVA analysis was used to test the differences among the sets of means
scores for each of the sectors. First, tourists with different gender (H1), residence
regions (H3) have no different satisfaction and revisiting commitment( p(0.05). Unlike,
Beerli and Martin (2004) found that there was a statistically signi?cant relationship
between gender and the factors of the cognitive images related to the general and
tourist leisure infrastructures, and to natural and cultural resources. However, in this
study, no signi?cant difference is between the tourists’ satisfaction with the Wind
Chime Festival and their gender.
Second, the tourists of different ages groups have different satisfaction with “ticket
price” ( p ¼ 0.011(0.05)). The Bonferroni post hoc test was used to determine signi?cant
differences. Under 20 year-olds tourists, with a mean score of 3.09, have less satisfaction
to “ticket price” than 30-39 year-olds (mean ¼ 3.58) and above 40 year-olds
(mean ¼ 3.74), but not signi?cantly different from 20 to 29 year-olds (mean ¼ 3.52).
Third, occupational situation is associated with satisfaction with “stage program”
( p ¼ 0.02). Through the post hoc test by Bonferroni method, the other occupations,
including the unemployed and householders, have the less satisfaction than of?ce
workers and self-employed (mean ¼ 3.25(4.01 and 4.08, respectively)), but not
2006 Kenting
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Table I.
ANOVA analysis for
tourists’ characteristic,
satisfaction and
revisiting commitment
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signi?cantly different from students (mean ¼ 3.86). Though a little proves in
this study, the interaction between work and tourism is extensively introduced in
recent studies that focus on situations in which work-related and tourist-oriented
activities are combined (Pizam et al., 2000; Uriely, 2001; Uriely and Reichel, 2000). One
tourist who is of?ce worker said:
I’m feeling negative about working and only working [. . .] Hopefully I’ll do something
different, especially during Chinese New Year [. . .] I did like this stage program, and it made
me feel fun and I laughed with other people (Middle-age man).
The fourth, ?rst-time visitors were less satis?ed with the “ticket price” than repeat
visitors(mean ¼ 3.44(3.77) since the result of F-value equal 5.22 and p-value equal
0.023. Pervious study, such as Lehto et al. (2004) prospective, discovered that the
?rst-timers appeared more likely to be looking for variety and new cultural experiences
than the repeaters. But one repeat-visitor in Wind Chime Festival argued that:
Kenting, the sunny Island, I’ve been here ever since many friends told to me about
Wind-Chime Festival [. . .] and the ticket price become cheaper than last years, don’t you think
it is a good news?.
He added:
[. . .] and I noted the place could lose its authenticity. It’s not the tourists that make the place
lose its authenticity, it’s the people who come in and buy property [. . .] I think it won’t change
and this won’t bother me. I will come again with my friends or family (Young man with his
friends).
Finally, in H6, through the post hoc test by Bonferroni method:
(1) The tourists who have no plans in advance have less satisfaction with “staff’
service” (mean ¼ 3.77(3.99) and “ ticket price” (mean ¼ 3.33(3.66)than those
who have plans in advance.
(2) Tourists who have planned in advance have more revisiting commitment than
those who had not, since there are 86 respondents who have planned in advance
and promised to come again and just 48 respondents did.
Table II presented the relation between plans in advance and revisiting commitment.
Discussion
Tourist characteristics of 2006 Kenting Wind Chime Festival
Tourist characteristics were analyzed as in Table III. First, 62.09 percent responders
are female, and 37.91 percent are male. This bias re?ects another dif?culty associated
with collecting data from all family members; namely how to actively involve male
Revisiting commitment
Respondents Not come again Not sure Will come again Total
No plan 8 36 48 92
Plan in advance 5 28 86 119
Total 13 64 134 211
Table II.
Plan and revisiting
commitment
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parents or children in the data collection process. Most time, woman is the
representative as the family union, even in respond the questionnaires in this survey.
Second, the respondents who are in 30-39 year-olds made up the largest percentage
of respondents (34.29 percent), followed by those who in 20-29 year-olds (27.62 percent),
those who in above 40 year-olds (21.90 percent), and those who under
20 year-olds(16.19 percent).
Third, respondents were composed of of?ce workers (54.03 percent), students
(25.59 percent), the self-employed (14.22 percent), and others (6.16 percent, including
unemployed and householder).
Tourists’ characteristic Respondents Percent
Gender
Male 80 37.91
Female 131 62.09
Age
Under 20 years 34 16.19
20 , 29 year olds 58 27.62
30 , 39 year olds 72 34.29
Above 40 years 46 21.90
Occupation
Student 54 25.59
Of?ce worker 114 54.03
Self-employment 30 14.22
Other 13 6.16
Residence region
Pingtung and Kaohsiung 104 49.29
Yunlin, Chiayi, and Tainan 18 8.53
Taichung, Changhua, and Nanou 33 15.64
Taoyuan, Hsinchu, Miaoli 23 10.90
Taipei 29 13.74
Yilan, Hualien, and Taitung 3 1.42
Island (Kinmen, Matzu, and Penghu) 1 0.47
Plan or not plan in advance
No plan 92 43.60
Plan 119 56.40
Visit times
First 163 77.25
Second time above 48 22.75
Information source
Television 73 28.74
Broadcast 15 5.91
Network 46 18.11
Newspaper 41 16.14
Friends and relatives 57 22.44
Other 22 8.66
Companion
Family (children, parents, husband and wife) 140 59.32
Relatives 47 19.92
Friend/classmate 32 13.56
Couples 11 4.66
Alone 6 2.54
Table III.
Tourist characteristics
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Fourth, most respondents reside in Pingtung and Kaohsiung, occupying
49.29 percent of total respondents. Those from Taichung, Changhua, and Nanou
(15.64 percent) are next, followed by those from Taipei (13.74 percent), Taoyuan,
Hsinchu, Miaoli (10.90 percent), Yunlin, Chiayi, and Tainan (8.53 percent), and Yilan,
Hualien, Taitung (1.42 percent). Residents from the Kinmen, Matzu, and Penghu are the
least (0.47 percent). Thus, geography distance can in?uence tourists’ intention, but
attractive festival activities can allure tourists from other cities, such as Taichung,
Changhua, Nanou region, and Taipei.
Fifth, most respondents are ?rst-time visitors, occupying 77.25 percent of
respondents; however some respondents are the repeat visitors (22.75 percent). New
customers are important for festival marketing, but old customers should also be paid
close attention.
Sixth, 56.40 percent tourists have plans in advance to go to Wind Chime Festival,
and 43.60 percent tourists have no plan in advance.
Seventh, respondents get the information of Wind Chime Festival from television
(28.74 percent); from friends and relatives (22.44 percent); from network (18.11 percent);
from newspapers (16.14 percent) and a small percentage from broadcasting
(5.91 percent) and other means, including ?ags or signboards (8.66 percent).
Although most respondents get messages from television, word-of-mouth from friends
and relatives is also a very important channel.
Eighth, most respondents come with their families (59.32 percent). Respondents
coming with relatives are next (19.92 percent), followed by those coming with
classmates or friends (13.66 percent), the dating couples (4.66 percent), and
those coming alone (2.54 percent). Family traveling makes up the largest number,
nearly 60 percent. The family is the predominant unit in which people spend their
leisure time (Turley, 2001). Tourist thought Wind Chime festival is suit for family
activities:
Sometimes, we still want to go somewhere, and then the opportunity arises. Our parents tell
us “oh, we are going to Wind Chime Festival, would you like to join us?” and we say “why
not?” when there is a place I like, it is a family place (middle age female with family, without
planning).
Some tourists agree that “being in the extended family group [with my parents] means we
help each other out, and they can look after the kids (Middle-age female with her family).”
Tourist’s satisfaction and revisiting commitment in 2006 Kenting Wind Chime Festival
The levels of tourists’ satisfaction were detailed in Table IV. The mean score of “overall
impression” satisfaction was 3.78. The satisfaction of “theme park equipment” was the
lowest (mean ¼ 3.40). For festival activity, some local show is most popular than
theme part equipment. Moreover, some respondents promise to visit again
(63.51 percent), some are not sure if they would return (30.33 percent), and others do
not visit again(6.16 percent), as shown in Table V.
Affective and calculative revisiting commitment and satisfaction
We can see from Table I, tourist satisfaction of “theme park equipments” and “whole
impression” are all not signi?cantly associated with the tourists’ characteristics
(gender, age, residence region, occupation, not/repeat visit, not/plan in advance), as the
result of ANOVA analysis showing p . 0.05. The averages of tourists’ satisfaction to
2006 Kenting
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the “theme park equipment” and “overall impression” are 3.40 and 3.78, respectively.
Most tourists felt the theme park equipment is de?nitely monotonous, so that the
degree of “theme park equipments” satisfaction was not high. But for tourists, visiting
to festival is one kind of psychological process rather than equipment preference. Thus,
satisfaction evaluation process includes the affective experience.
Tourist’s revisiting commitment also involve affective process, such as the affective
commitment being more emotional factor that develops through the degree of
reciprocity or personal involvement that a customer has with a company, which results
in a higher level of trust and commitment (Garbarino and Johnson, 1999; Morgan and
Hunt, 1994). In a ?nancial services context, Verhoef (2003) demonstrates direct effects
of affective commitment on both relationship maintenance (retention) and relationship
development (share of a customer’s business). This was expressed most strongly by
dating couples:
[. . .] in 2003, we came here and we felled in love with each other. It was magical. As a result,
we’re interested in anything that is from or about Kenting or this Festival. I think we’ll be
coming here [Wind Chime Festival] again. We would have good time and good pictures for
our anniversary.
Burns and Holden (1995) point out that while tourists may return to a favored location,
the experience is never entirely the same.
On the other hand, the calculative commitment is the colder, or more rational,
economic-based dependence on product bene?ts due to a lack of choice or switching
costs (Anderson and Weitz, 1992; Dwyer et al., 1987; Heide and John, 1992). One tourist
put his experience very eloquently:
We come to the Kenting coast this weekend just to please children but my wife and I tell
ourselves that we would be hard pressed to stay two hours here but taking six hours in car.
That would be a real sacri?ce for the sake of the children! I don’t like traveling. I’m more
worried about ?nancial situation and provision for children caring. But yes, we may come
here [Wind Chime Festival] again but just for children (Middle aged man with his family).
Tourists’ behavior Respondents Percentage
Repeat Would not come 13 6.16
Visitation Uncertain 64 30.33
Commitment Will come 134 63.51
Table V.
Tourists’ revisiting
commitment percentage
Tourists’
satisfaction
Ticket
price
Theme park
equipments
Staff’s
service
Stage
program
a
Overall
impression
Mean 3.51 3.40 3.90 3.93 3.78
Respondents 211 211 211 193 211
SD 0.90 1.11 0.76 0.85 0.78
Note:
a
Not include missing data
Table IV.
The mean and SD of the
tourists’ satisfaction
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The information for planning
Lash and Urry (1994) conceptualize the decreasing distinctions between everyday life
and tourist experiences as ‘‘the end of tourism.” Speci?cally, they argue that
experiences that were once con?ned to tourism – including the enjoyment of gazing at
distant sights and the pleasure of engaging in aspects of other cultures – are currently
accessible in various contexts of everyday life. For example, of tourist mentioned:
“I have never been here [Wind-Chime Festival] before, but I had seen the Kenting’s
view on TV, DVD and books before I moved on here (Middle-age man with family).”
In addition, tourists are in?uenced by television and networks whether they have
plans or not in advance (Table VI). Tourists who have plans in advance obtain the
information mostly from television (45 respondents) and WOM (33 respondents), so do
the tourists who have no plan in advance.
However, tourist who have planned visiting Wind Chime Festival in advance have
more information search than those who have not planned in advance, whether those
information are get form TV (61.64(38.36 percent), broadcast (80.00 . 20.00 percent),
network(58.70(41.30 percent), and WOM (57.89(42.11 percent), or the other sources
(e.g. coming round and passing by) (45.45(54.55 percent). Tourists with plans in
advance will try to get more information about the destination, as Munt (1994)
describes the growth of outdoor training programs designed for managers as an
example of the incorporation of tourism practices in the work and professional domain.
For someone who has plan, there is a string of unanswered questions: “Of course, we
did plan, we handed out a kind of table with a list of criteria, in which they had to put
points, saying:
[. . .] this is really important for us [friends], the comfort of the accommodation, the food, the
climate, the price [. . .] We established parameters through the dada form TV and books. And
as a result of using these parameters, we saw for example that budget was the most
important [. . .] And there are other criteria [. . .] We saw, for example, that comfort or the
quality of food was not that important (young man with his friends).
Conclusion
The Wind Chime Festival takes advantage of the famous of Kenting National Park,
promoting sightseeing industry by image marketing of the local winter mountain
tempest. This study provided Wind Chime Festival activity evaluation, tourist
characteristics and satisfaction, as well as provides practical marketing evaluation.
Visit motive Not plan Plan
Information source Respondents Percent Respondents Percent
Television 28 38.36 45 61.64
Broadcast 3 20.00 12 80.00
Network 19 41.30 27 58.70
Newspaper 14 34.15 27 65.85
WOM 24 42.11 33 57.89
Other 12 54.55 10 45.45
Total 100 39.37 154 60.63
Note: Multiple answers calculated in this table
Table VI.
Plan and information
source of tourists
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The 2006 Wind Chime Festival respondents are mostly female, abut 20-40 years old,
of?ce workers, from Pingtung and Kaohsiung, ?rst-time visitors, coming with their
families, receiving information from television and network, having plans in advance.
Recent cultural festival activities are held in many local places giving tourists many
choices. Since tourist satisfaction can in?uence tourist revisiting commitment, festival
authorities should provide customers a pleasant atmosphere by targeting audiences,
planning programs, and developing creative ways to reach festival goals, culturally
and economically.
One limitations of the study which we should note is that the population of tourist
unit used here has the distinct advantage of controlling for many extraneous factors
that may affect the results. The 216 subjects are restricted to families, and the inference
will be limited. Open questions interviews are one way to supplement the discussion
but we should consider other more accurate methods. As noted earlier, this bias re?ects
another dif?culty associated with collecting data from all family members. Besides, we
use the single item (Wilson, 2002) to collect data for understanding the tourists’
satisfaction with Wind Chime Festival, and the validity and reliability of the
questionnaire are not identi?ed and ?nite.
Further researchers need to develop the integrative customer satisfaction survey
continually as well as the customer-oriented tourism programs, which are associated
with the stakeholders. Developing the complete understanding of the tourism in local
communities will positively lead to a research-based approach that addresses
human-oriented needs. In addition, many researchers have been showing that the local
is not the passive, bounded, and homogeneous entity, which was frequently assumed
to be (Clifford, 1997; Gupta and Ferguson, 1997; Low and Lawrence-Zuniga, 2003).
The freshening mountain tempest was a damper on local tourism during the period
from December to March, but thanks to the wind chimes, the wind has become itself a
reason to visit. The Kenting Wind Chime Festival inspired other locales in Taiwan to
follow this example and sponsor festivals accenting their own particular natural
endowments and cultural traits.
In recent years, many changes have taken place in rural areas of Taiwan, and the
counties have experienced a renaissance. Because of the media (e.g. web sites and TV),
people have realized and taken part in these local cultural activities. Wind Chime
Festival may be an inevitable outcome of postmodern tourism, whereby all products,
including culture, can be commercialized and sold. Staged authenticity become very
common, not only as a way to “sell” the culture and to preserve its attractiveness, but
also as a way to protect the back regions by keeping tourists focused on the
commercialized front (Cohen, 1989).
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