International Journal of Tourism Sciences

ISSN: 1598-0634 (Print) 2377-0058 (Online) Journal homepage: http://www.tandfonline.com/loi/rijt20

Determining Behavioral Intention to Visit a

Festival Among First-Time and Repeat Visitors

So-Yon Lee, Jin Huh & Sung-Kwon Hong

To cite this article: So-Yon Lee, Jin Huh & Sung-Kwon Hong (2008) Determining Behavioral
Intention to Visit a Festival Among First-Time and Repeat Visitors, International Journal of
Tourism Sciences, 8:1, 39-55, DOI: 10.1080/15980634.2008.11434603

To link to this article: http://dx.doi.org/10.1080/15980634.2008.11434603

Published online: 03 Jun 2015.

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 International Journal of Tourism Sciences, Volwne 8, Number 1, pp. 39-55, 2008
Tourism Sciences Society of Korea. All rights reserved

DETERMINING BEHAVIORAL INTENTION TO VISIT A

FESTIVAI. AMONG FIRST-TIME AND REPEAT VISITORS*

So-Yon Lee**
Korea National Open University
International Journal of Tourism Sciences 2008.8:39-55.

Jin Huh***
Korea National Open University

Sung-Kwon Hong****
Konkuk University

ABSlRAcrs: The purpose of this study was to examine how well a conceptual model explained the
relationship between three evaluation constructs and behavioral intention, while identifying the differences
and similarities in responses of first-time and repeat visitors. Testing the model on different groups of
visitor was intended to enhance conceptual understanding of the relative influence and nature of the
evaluation constructs of perceived service quality, perceived service value, and satisfaction on behavioral
intentions for the two group. Respondents were visitors who attended the festival and were systematically
selected. The hypotheses proposed in this study were tested using structural equation modeling (SEM).

Keywords: perceived service quality, perceived service value, behavioral intention, structural
equation modeling

* This paper was supported by Korea National Open University Research Fund.
** Assistant Professor, Dept. of Tourism, Korea National Open University, Seoul, Korea.
E-mail: soyonlee@knou.ac.kr
*** Full-time Lecturer, Dept.of Tourism, Korea National Open University, Seoul, Korea.
E-mail: jhuh@lmou.ac.kr(Corresponding author)
**** Professor, professor at the Dept. of Environmental Science, Konkuk University, Seoul, Korea.
E-mail: skhong@konkuk.ac.kr
 40 So-Yon Lee! Jin Huh! Sung-Kwon Hong

INTRODUCTION

For sometime, it has been recognized that some communities are economically
reliant on tourism (Gitelson & Crompton, 1984). To maintain the level of tourism
contributing to the local economy, these communities seek to attract more repeat visitors
(Tiefenbacher, Day, & Walton, 2000). The desire to encourage repeat visitation is
International Journal of Tourism Sciences 2008.8:39-55.

reinforced by studies which have suggested that attracting new visitors costs five times
more than maintaining current visitors because it involves higher investment in
promotion (Haywood, 1989; Oppermann, 1996; Zeithaml et aI., 1996).

Gitelson and Crompton (1984) contended "many attractions and destination

areas such as beaches or resorts must rely heavily on repeat visitation (for example,
over 70% of those attending Six Flags Over Texas theme park visited the attraction
in the previous year), suggesting that marketing efforts devoted to the development and
maintenance of a repeat visitor clientele should be of primary concern (p. 201)." Their
study found that first-time visitors were more likely to seek variety and new cultural
experiences, while repeat visitors were more likely to seek relaxation. They also found
that first-time visitors were more likely to be younger and less likely to visit friends,
than repeat visitors.

Fakeye and Crompton (1991) examined image differences among prospective,

first-time, and repeat visitors, and concluded that repeat visitors showed greater tendency
toward an awareness of social opportunities and attractions, and perhaps stronger social
networks, than first-time visitors. Their results suggested that as visitors spend an
extended amount of time in an area, a more complex and differentiated image of a
destination develops. An explanation for this or a consequence of it may be partially
found in differing strengths of their evaluation of the destination reflected in the
constructs of perceived service quality, perceived service value, and satisfaction.

Higher perceived quality and levels of satisfaction are likely to result in more
positive behavioral intention. They are likely to generate increased loyalty and
 DEfERMINING BEHAVIORAL INTENTION TO VISIT A ffSIlVAL AMN} FIRST-TIME AND REPEAT VISITORS 41

revisitation in the future, greater tolerance of higher price, and an enhanced reputation
among the social circle within which visitors mingle (Baker & Crompton, 2000). For
example, Tian-Cole, Crompton and Willson (2002) concluded that repeat visitation and
positive word-of-mouth resulted from improved service quality and visitors' satisfaction.
They also found that perceived service quality and satisfaction had independent effect
on visitors' future behavioral intention. Perceived service value is a direct precursor
to a purchase decision and a direct consequence of perceived service quality (Zeitharn1,
1988). With a clear understanding of the relationship among these three constructs
(perceived service quality, satisfaction and perceived service value) and knowledge of
International Journal of Tourism Sciences 2008.8:39-55.

which measures have the strongest influence on visitors' future visitation.

LITERATURE REVIEW

Crompton and MacKay (1989) defined service quality as the quality as the
quality of service attributes. Service attributes are elements of the opportunities that
management provides for tourists. Using this perspective, Crompton and Love (1995)
renamed service quality in the tourism field as "quality of opportunity," and stated that
it consists of the attributes of a service that are controlled and manipulated by the service
provider. Tourism researchers have invested effort into measuring service quality using
this definition (Crompton & Mackay, 1989; Fick & Ritchie, 1991; MacKay & Crompton,
1990).

Baker and Crompton (2000) suggested that festival managers should focus their
evaluative resources on assessing both perceived quality and the satisfaction level of
visitors. However, they reported that while the total effect of satisfaction represents
a useful predictor of behavioral intention, it is substantially lower than the total effect
of perceived quality. They found that enhanced perceived quality leads to more positive
behavioral intentions, and that visitor satisfaction adds to the explanatory power of
quality.

Perceive service value has been recognized as a salient determinant of purchase

intention and repeat visitation (Chang & Wildt, 1994; Bolton & Drew, 1991; Jayanti
 42 So-Yon Lee/ Jin Huh! Sung-Kwon Hong

& Ghosh, 1996) and has received relatively increasing attention in both the marketing
(Caruna, Money, & Berthon 2000; Cronin, Brady, & Hult 2000), and recreation and
tourism literatures (Oh, 1999; Petrick, 2002a, b, 2004a, b; Tam, 2000).

For managers and researchers, perceived service value has received increasing
interest (Parasuraman, 1997). Parasuraman and Grewal (2000) reported that perceived
service quality enhanced perceived service value, which contributed to visitors' loyalty.
They also concluded that perceived service value played the key role in determining
customer loyalty. Perick (2002a) contended that previous research used inadequate
International Journal of Tourism Sciences 2008.8:39-55.

measures for operationalizaing perceived value since the single-dimensional measures

used assumed a shared meaning of value among visitors. He developed a five-dimension
scale for measuring perceived service value (Petrick, 2002a). The five dimensions were
quality, emotional response, monetary price, behavioral price and reputation.

Crompton and Love (1995) conceptualized satisfaction in the context of park

and recreation by defining it as visitors' quality of experience, which is a psychological
outcome resulting from their participation in recreation or tourism activities. This is
consistent with Bultena and Klessig's (1969) early definition of satisfaction as "it is
a function of the degree of congruency between aspirations and perceived reality of
experiences." By comparing expectations to perceptions, visitors will form an opinion
about the experience, positive or negative, which will shape their psychological end
state.

Spreng et al. (1993) suggested that apart from its obvious importance from a
consumer's perspective, perceived service value is of significance to researchers since
it is likely to be the main determinant of satisfaction or dissatisfaction. Oh (1999) found
that perceived service value leads to satisfaction and repurchase intention. He also
reported that perceived service value affected word-of-mouth both directly and indirectly
through satisfaction and repurchase intention. There has been a convergence of opinion
recognizing that positive perceptions of perceived service quality leads to improved
satisfaction and perceived service value (Cronin, Brady, & Hult, 2000).

Behavioral intentions include desirable behaviors that visitors anticipate they

will exhibit in the future. Zeithaml et al. (1996) developed a 13-item battery to gauge
 DETERMINING BEHAVIORAL INTENTION TO VISIT A FESIlVALAM:NHlRSf-TIMEANDREPEATVISITCRS 43

behavioral intentions more broadly than had been suggested in previous literature. Their
battery included items such as: likelihood of paying a price premium and remaining
loyal to a company even when its prices go up, intent to do more business with the
firm in the future, and complaint intentions when service problems occur (p. 37). The
13-items were grouped into five dimensions: loyalty to company, propensity to switch,
willingness to pay more, external response to a problem, and internal response to a
problem. Among these five dimensions, loyalty and willingness to pay more received
the highest factor scores.
International Journal of Tourism Sciences 2008.8:39-55.

For most tourism providers, visitor retention is a key to the organization's

profitability. Behavioral intention is often used to assess visitors' potential for revisiting
since it is considered to be a relatively accurate predictor of future behavior (Fishbein,
1980). Zeithaml, Berry, and Parasuraman (1996) noted that low revisitation means
greater reliance will be on attracting new business which usually comes at relatively
high cost because it involves higher investment in promotion.

Understanding differences between first-time and repeat visitors provides

specific guidance to destination managers related to two potentially very different
markets (Oppermann, 1997). However, relatively little research has been conducted on
these two visitor groups despite its potential utility (Gitelson & Crompton, 1984; Reid
& Reid, 1993; Oppermann, 2000). The purpose of the current study was to examine
how well a conceptual model explained the relationship between three evaluation
constructs and behavioral intention, while identifying the differences and similarities
in responses of first-time and repeat visitors. For first-time visitors, the following
hypotheses were tested:

Hypothesis la: Satisfaction, perceived service value and perceived service

quality will be related to behavioral intention.
Hypothesis Ib: Satisfaction will be predicted by perceived service value and
perceived service quality.
Hypothesis Ic: Perceived service quality will be the best predictor of
behavioral intention.
Similarly, for repeat visitors, the following hypotheses were tested:
 44 So-Yon Lee! Jin Huh! Sung-Kwon Hong

Hypothesis 2a: Satisfaction, perceived service value and perceived service

quality will be related to behavioral intention.
Hypothesis 2b: Satisfaction will be predicted by perceived service value and
perceived service quality.
Hypothesis 2c: Perceived service quality will be the best predictor of
behavioral intention.

METHODOLOGY
International Journal of Tourism Sciences 2008.8:39-55.

Data Collection

To test the hypotheses, data were collected from the Conroe Cajun Catfish
Festival in Conroe, Texas. The Festival has live music, craft booths exhibits and a
variety of Cajun style food. During the three-day festival, the area is fenced to control
activities and permit the charging of admission.

The target population was visitors (18 years and older) to the festival. The plan
was to systematically survey every 5th visitor who entered the gate. Visitors were
approached and asked to participate in the survey. Once a visitor declined to participate,
the next 5th person was asked to participate. After they agreed to participate, a
questionnaire with a pre-paid envelope and a cover letter explaining the purpose and
the importance of the study were given to them. Participants were requested to complete
and return the questionnaire in the enclosed pre-paid envelope after they had experienced
the festival. They also were asked to write down their names and addresses so that
the researchers were able to make subsequent contact with them in the future. Less
than 8% of the respondents were from more than 50 miles from the festival, revealing
that the majority of visitors could be termed "locals."

A total of 1,158 visitors were approached and 427 visitors agreed to participate
in the study. After postcard reminders were sent out to those visitors, 101 surveys were
returned. After a replacement questionnaire with a cover letter was sent out, an
additional 133 surveys were returned, so the total response rate among those who agreed
 DETERMINING BEHAVIORAL INTENTION TO VISIT A FE'mVALAM:N}F1RST-TIMEANDREPEATVISITC!lS 45

to participate in the study was 54.8%. Of the 241 visitors who responded, seven
questionnaires were incomplete which resulted in 234 usable surveys.

Operationalization of the Constructs

Perceived service quality was operationa1ized as attributes of the service that

were controlled by organizers of the festival. The perceived service quality attribute
items generated for this festival were assigned to four domains based upon the
dimensions used by Childress and Crompton (1997): generic features (five items),
International Journal of Tourism Sciences 2008.8:39-55.

specific entertainment features (four items), information sources (two items), and
comfort amenities (five items). These dimensions were also used by Baker and
Crompton (2000). The attributes were measured using a seven-point symmetrical
Likert-type scale ranging from 1 (very poor) to 7 (very good).

In early studies of perceived service value a self-reported, unidimensional

measure was used to ask visitors to rate the value they received from their visit (Gale,
1994). However, it has been pointed out that using a single overall evaluative statement
as a measure of perceived service value leads to problems of both reliability and validity
(Jayanti & Ghosh, 1996; Tam, 2000; Woodruff & Gardia1, 1996). Petrick's (2002a)
25-item instrument was utilized to measure perceived service value in this study. Petrick
(2002a) measured perceived service value using five dimensions. They were: quality,
emotional response, monetary price, behavioral price and reputation. In the CUITent
study, quality was operationalized as attributes of a service (as per Childress and
Crompton 1997) rather than as visitors' judgments about a service's overall excellence
or superiority (as per Petrick 2002a).

Satisfaction was operationalized by using four items that were adapted from
Oliver (1997) and Westbrook and Oliver (1991) and a further item was developed based
on the conceptualization of satisfaction, which relates performance to expectations (Oh,
2000). These items were measured using a seven-point symmetrical Likert-type scale
which ranged from 1 (strongly disagree) to 7 (strongly agree.).
Measures used in earlier studies have been argued to have failed in capturing
the full range of potential behavior intentions likely to be affected by service quality
 46 So-Yon Lee/ Jin Huh! Sung-Kwon Hong

(Zeithaml, Berry, & Parasuraman, 1996). For example, Cronin and Taylor (1992)
measured purchase intentions with a single-item scale. In response to this limitation,
Zeithaml et al. (1996) developed a 13-item battery designed to measure a wider range
of behavioral intention indicators than had been suggested in previous literature. Baker
and Crompton (2000) successfully adapted the scale by operationalizing behavioral
intention with seven items derived from Zeithaml et al. (1996). Their operationalization
was used in this study. The items were assigned to the two domains of loyalty (five
items) and willingness-to-pay more (two items).
International Journal of Tourism Sciences 2008.8:39-55.

RESULTS

The hypotheses proposed in this study were tested using structural equation
modeling (SEM). SEM is a procedure that may be used for the analysis of causal models
with multiple indicators of latent variables or measurement errors (Bollen, 1989). The
structural model specifies causal relationship between the latent variables themselves.

A broad range of age groups was represented, but over two-thirds (72.2%) of
the sample was aged 30-69. Of the 234 respondents, 54.7% were repeat visitors and
45.3% were first-time visitors. Visitors tended to be relatively highly educated with
64.5% having at least some college education, and almost all respondents (98.4%)
resided in Texas.

The results of the two models are reported below. For both first-time and repeat
visitors, fit indices showed that the structural models were a reasonably good fit with
the data (indices> .90) (Table 1).

Table 1. Goodness of Fit Indices: First-time vs. Repeat Visitors

Chi-
Model N df p CFI TLI IFI RMR
square
First-time Visitors 234 462.95 394 <.001 .92 .91 .92 .05
Repeat Visitors 234 448.97 394 <.001 .94 .93 .93 .05
Note) CFI: comparative fit index, TLI: Tucker-Lewis index, IFI: increment fit index, RMR:
Root mean square residual
 DETERMINING BEllAVIORAL INTENTION TO VISrr A FESIlVAL AM:NJ FIRST-TIME AND RH'I'AT VISI1UlS 47

All parameter estimates in both the first-time and repeat visitor models were
significant at a = .05 and were positive, except for the paths between perceived service
quality and satisfaction, and satisfaction and behavioral intention (Table 2).

Table 2. Standardized Path Coefficients of First-time vs. Repeat Visitors

First-time Critical Ratio Repeat Critical Ratio

Variables
Visitors (t-value) Visitors (t-value)
PSQ -> BI .42 2.41 .45 2.48
PSV -> BI .60 2.72 .68 2.82
International Journal of Tourism Sciences 2008.8:39-55.

SAT -> BI n.s 1.34 n.s -0.17

PSQ -> GF .58 .50
PSQ -> SEF .55 2.72 .48 2.11
PSQ -> IS .50 2.51 .38 2.11
PSQ -> CA .45 2.85 .50 2.80
PSV -> ER .54 .57
PSV -> MP .33 2.13 .40 2.60
PSV -> BP n.s 1.63 n.s 2.10
PSV -> R .73 2.53 .33 2.83
PSV -> PSQ .44 2.28 .43 2.78
PSV -> SAT .50 2.71 .76. 2.26
Note) PSQ: Perceived Service Quality, BI: Behavioral Intention, PSV: Perceived Service
Value, SAT: Satisfaction, GF: Generic Features, SEF: Specific Entertainment
Features, IS: Information Sources, CA: Comfort Amenities, ER: Emotional Response,
MP: Monetary Price, BP: Behavioral Price, R: Reputation

In the structural model for the first-time visitors, 45% of the vanance in
satisfaction and 65% of the variance in behavioral intention were explained by their
corresponding indicators. In the structural model for repeat visitors, 84% of the variance
in satisfaction and 89% of the variance in behavioral intentions were explained by their
corresponding indicators. Both models exhibited a reasonable level of explained
variance, while the model repeat visitor model had an extremely high percentage of
the variance explained.

Hypotheses la and 2a stated that satisfaction, perceived service value and

perceived service quality were related to first-time visitors' behavioral intention. The
standardized path coefficients are shown in Table 2. The t-tests for each path coefficient
are presented in Table 2, and were significant at a = .001. Results in both models were
 48 So-Yon Lee/ Jin Huh! Sung-Kwon Hong

similar in that perceived service value and perceived service quality showed a significant
relationship to behavioral intentions, but satisfaction showed a non-significant
relationship to behavioral intentions. Thus, hypotheses 1a and 2a were only partially
supported. Hypotheses 1b and 2b stated that first time visitors' (hypothesis 1b) and
repeaters' (hypothesis 2b) satisfaction would be predicted by perceived service value
and perceived service quality. The two structural models showed similar results in that
the path coefficient between perceived service value and satisfaction was significant,
but the path coefficient between perceived service quality and satisfaction was
non-significant. The non-significant path coefficient between these variables suggests
International Journal of Tourism Sciences 2008.8:39-55.

that satisfaction was not predicted solely by perceived service quality but was predicted
by perceived service value also. Therefore, hypotheses 1band 2b were not supported.
Hypothesis Ic stated that perceived service quality would be the best predictor of
visitors' behavioral intention. Tables 3 and 4 indicate that in both models the best
predictor of behavioral intention was perceived service value with a total effect of .78
and .87, respectively. Therefore, hypotheses 1c and 2c were not supported.

Conceptual models for both first-time and repeat visitors indicated a significant
relationship between perceived service quality and perceived service value and
behavioral intentions. However, satisfaction did not have a significant relationship with
visitors' behavioral intentions. These results supported the contention that visitors'
satisfaction does not always lead to positive behavioral intentions (Jones and Sasser
1995; Mittal and Lasser 1998). Gitelson and Crompton (1984) suggested that satisfaction
with a certain destination was likely to be a necessary condition for explaining much
repeat visitation, but not sufficient to explain the phenomenon since novelty was often
a primary motive in tourism so respondents with satisfying experiences often did not
return to the same destination.
The current study's also support previous [mdings (Baker & Crompton, 2000;
Cronin, Brady, & Hult, 2000) in that perceptions of service quality have a stronger
effect on behavioral intentions than satisfaction. Perhaps those who were most likely
to visit in the future were more aware of service quality attributes because these features
were more pertinent to them.

Also, consistent with the findings of previous studies (Chang & Wildt, 1994;
 DETERMINING BEHAVIORAL INTENTION TO VISIT A FFSI1VALAM:NJFIRST-TIMEANDREPEATVISITCRS 49

Jayanti & Ghosh, 1996; Petrick, 2004b), this study revealed that perceived service value
was the best detenninant of visitors' behavioral intention. Perceived service quality was
a leading predictor of perceived service value, which also is consistent with previous
studies that have addressed the detenninants of perceived service value (Bolton & Drew,
1991; Jayanti & Ghosh, 1996).

The non-significant relationships of satisfaction with service quality in both

group sectors may reflect the different nature of the satisfaction construct in that it
is a psychological outcome (Mannell & Iso-Ahola, 1987) involving interaction not only
International Journal of Tourism Sciences 2008.8:39-55.

with the attributes provided by a tourism supplier, but also with attributes not controlled
by managers, such as climate or chemistry within the social group (Crompton & Love,
1995). The non-significant relationship between service quality and satisfaction in the
current study does not necessarily mean there is no relationship between these two
constructs. Rather, it suggests that other factors such as needs, mood, climate, or social
group interaction that were brought by visitors might have had a negative effect on
satisfaction that was strong enough to offset any positive perceptions of service quality.

The results indicated that perceived service value was an antecedent to visitors'
satisfaction. This supports the theoretical contention that when visitors receive good
value it is likely to lead to satisfying experiences (Bojanic, 1996). Woodruff (1997)
recognized the importance of perceived service value when measuring satisfaction by
stating, "if consumer satisfaction measurement is not backed up with in-depth learning
about customer value and related problems that underlie their evaluation, it may not
provide enough of the customer's voice to guide managers in how to respond" (p. 139).
The antecedent role of perceived service value to satisfaction emphasize the importance
of providing service value in order to create a satisfying experience. If managers ignore
the role of perceived value and focus only on perceived quality, then the effect on
both satisfaction and behavioral intention is likely to be weaker (Petrick, 2004a).

This study used a multi-dimensional scale (petrick, 2002a) to measure perceived

service value comprised of five different dimensions: emotional response, service
quality, monetary price, behavioral price, and reputation. These dimensions allow
managers/suppliers to better understand their visitors, since the strength of a specific
 50 So-Yon Lee/ Jin Huh! Sung-Kwon Hong

dimension relationships to perceived service value varies.

Among the five dimensions, those of reputation (.73), emotional response (.54)
and perceived service quality (.44) showed strong relationships with perceived service
value among first-time visitors while emotional response (.57), perceived service quality
(.43), and monetary price (.40) showed strong relationships with perceived service value
among repeat visitors. The repeat visitors' emotional response dimension showed a
stronger influence on perceived service value indicating their stronger emotional
attachment to the destination (Giltelson & Crompton, 1984). The results also indicated
International Journal of Tourism Sciences 2008.8:39-55.

that while monetary price showed a stronger relationship with perceived service value
among repeat-visitors, it showed a relatively weak relationship among fust-time visitors.
This appears to support the suggestion that repeat visitors are more likely to be frugal
and judicious with their expenditures (Tiefenbacher & Walton, 2000).

The analyses suggest that festival visitors' perception of service value are
influenced by their perceptions of service attributes offered by the organization, the
reputation of the organization, perception of the fair price and perception of satisfying
experience that visitors received from the visit. In comparison to first-time visitors,
reputation was a much weaker predictor of repeat visitors' perception of service value.
Results further revealed that the perception of price was a stronger predictor of repeat
visitors' perception of service value than it was among first-time visitors.

CONCLUSIONS

Perceptions of service quality and emotional response showed a stronger

influence on both first-time and repeat visitors' perceived service value. Since perceived
service value had the strongest influence in predicting future behavioral intention of
the festival's visitors, identifying these dimensions (service quality and emotional
response) is important. It is suggested that since managers are able to manage and
control the attributes of service quality, pleasant emotional response may be achieved
through good perceptions of service quality.
 DETERMINING BEHAVIORAL INTENTION TO VISIT A FESIlVAL AM:N} FIRST·TIME AND REPEAT VISITORS 51

The analyses indicated that the service quality domains of generic features and
specific entertainment had stronger relationships with overall quality among first-time
visitors, while generic features and comfort amenities exhibited stronger relationships
with overall quality among repeat visitors. Since generic features (i.e., visual appearance,
live entertainment and a feeling of safety), specific features (i.e., craft exhibits/vendors,
children's area and Kachunga and alligator show) and comfort amenities (i.e., cleanliness
of the portable restroorns and availability of restroom) can help festival managers predict
future behavioral intentions of visitors, emphasis should be placed on enhancing these
features.
International Journal of Tourism Sciences 2008.8:39-55.

Consistent with the findings of previous studies (Cronin, Brady, & Hult, 2000;
Petrick, 2004a, b), perceived service quality and perceived service value were found
to be related to both first-time and repeat visitors' behavioral intentions. The relationship
between perceived service quality and perceived service value suggested that festival
managers should focus not only on improving one construct, but on both constructs,
since both constructs appear to contribute directly and indirectly to visitors' behavioral
intentions. However, the influence of perceived service quality on behavioral intentions
was found to be weaker than that of perceived service value.

This implies that tourism providers/suppliers should focus on maximizing

perceptions of service value and those dimensions such as reputation and quality
attributes among first-time visitors that have a stronger influence on perceived service
value, and the monetary price and quality dimensions among repeat visitors. Behavioral
cost had a weaker relationship with perceived service value in both sectors. This
contrasts with Petrick's earlier findings with his sample of cruise travelers. However,
with cruise travel, visitors are likely to spend more time searching for travel information
on the internet or calling a travel agency to ask questions. In contrast, visiting a festival
can take as little time as a few hours, so behavioral price may not have a strong
relationship with overall perceived service value for purchases with less of a time
commitment.

The primary limitation of the current study is its generalizability. This study
focused on one particular festival setting. While the results obtained are likely to be
 52 So-Yon Lee! Jin Huh! Sung-Kwon Hong

useful to the Conroe Cajun Catfish Festival, they may not be directly applicable to
other festival settings since festivals inherently diverse and characterized by having
many different themes. The general nature of the [mdings need to be confirmed in other
service contexts.

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th
Submitted Apr 30 2008
th
Accepted June 7 2008
Refereed anonymously