Importance–Performance Analysis of the Attributes of a Cultural Festival

The purpose of this study is to conduct an importance–performance analysis on the attributes of a cultural festival. The analysis identified 12 of 20 attributes with significant differences, with seven being importance exceeding performance. Several of the seven differences were related to the authenticity of the Italian culture at the event. In addition, principal components analysis was conducted on the importance scale and differences across demographic items examined on the three components that were identified. These differences provide festival planners with knowledge to improve their performance, close the importance–performance gap, and understand differences in motivation among attendees.