Festival Anahtar Başarı Faktörlerinin Festival Sadakati Üzerine Etkisi: Portakal Çiçeği Festivali Örneği (The Effect of Festival Key Success Factors on Festival Loyalty: The Case of Orange Flower Festival)
DOI:
https://doi.org/10.21325/jotags.2019.496Keywords:
Key success factors, Festival loyalty, Festival, EventAbstract
In this study, festival key success factors' effect on festival loyalty were researched. Study data were gathered from participants joining “Orange Blossom Festival” organized in Adana between 3-9 April 2017 by using convenience sampling method and face to face contact technique. 923 valid questionnaire forms were gathered at the end of data collection process. Hypothesis testing was proceeded with 891 data in consequence of sling and normal distribution analysis applied on data. In consequence of path analysis by using structural equation modelling that “program” (β= 0,11; p≤0.01), “festival area and accessibility” (β= 0,20; p≤0.001), “souvenirs and convenience” (β= 0,12; p≤0.01), “security” (β= 0,27; p≤0.001) and “food” (β= 0,20; p≤0.001) variables have significant and positive effect on festival loyalty. Operators and researchers who will have theoretical study as a result of findings were suggested to consider festival program, festival area and accessibility, souvenirs and food factors.
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