Author: JULA V. ONG

Issue: 2021-2022

Abstract:

The paper aims to contribute to tourism and hospitality literature by conducting a study that seeks to investigate the interrelationships of various service constructs (e.g. service excellence, emotions, satisfaction and revisit intentions) that are commonly observed in an event attraction such as festivals, and in the process potentially develop a conceptual model of event and festival customer experience. This model will be tested in the context of a local festival in Angeles City, dubbed as the Tigtigan Terakan Keng Dalan Festival (TTKD) or Music and Dancing Street Party which has been celebrated since 1992. Furthermore, the paper will also identify the internal and external factors affecting the management of TTKD and the overall data collected will be used in order to create policy recommendations that will help improve the service quality of the TTKD festival.

An explanatory mixed method approach is used as the research design which combines data from a structured survey and semi-structured interviews. The quantitative data is obtained through a self-administered questionnaire using snow ball sampling method or chain referral sampling. Using Raosoft, a total of 383 respondents who have attended the festival between the years 20162019 are considered for the survey. The survey tool uses a 5 point Likert scale and features latent constructs that were lifted from previous studies, and was subjected to validity, reliability and pilot tests. In measuring the reliability, Cronbach’s Alpha (CA) was used. As for the qualitative data, a one on one interview using a semi-structured interview guide is used and involves representatives of the TTKD organizing committee as the respondents. As for the statistical treatment of the quantitative data, a simultaneous equation model (SEM) or specifically, regression analysis is used. Further, an analysis of variance (ANOVA) is used to determine the overall validity of the model, while the qualitative data uses thematic and SWOT analysis.

The results from the quantitative data confirm all size hypotheses, and the resulting figures from the ANOVA also confirm that the overall model is valid. Moreover, the qualitative data confirms that the festival customer experience has a significant impact on the internal factors of TTKD, but is the complete opposite for the external factors, since these are considered as outside forces that are beyond the control of the organizers. In the results of the SWOT analysis, it is concluded that TTKD’s strength is its manpower which is an important element in providing excellent service, for weaknesses, event image and facility resources are identified, innovation is considered an opportunity while large scale socio-political issues are identified as threats for the festival.

Based on the findings of the study, it is recommended that the event and festival customer experience be used as a tool to regularly evaluate the festival in terms of its performance, as part of its continuous improvement as a service-related product. Other recommendations include creation of consultation meetings, risk management plans and local ordinances that will help create consistency in the delivery of the TTKD festival.

Keywords: events management, festivals, local hospitality and tourism program