The Roles of Quality and Intermediary Constructs in Determining Festival Attendees' Behavioral Intention

This study is an examination of the relationships between visitors' perceived service quality, perceived service value, satisfaction and behavioral intentions. Respondents were visitors who attended the Cajun Catfish Festival in Conroe, Texas and were systematically selected. Findings revealed that: (a) a structural model operationalizing perceived service quality as a set of attributes predicted visitors' intention to visit the festival better than an alternative model that measured quality by using a visitor's judgment about a service's overall excellence or superiority; (b) among the constructs analyzed, perceived service value appeared to be the best predictor of behavioral intentions; and (c) of the four dimensions of service quality of a festival, generic features and comfort amenities had the most influence on determining perceived service quality.