Interpreting relationships among Oktoberfest tourists’ experiences and perceived value, overall satisfaction and loyalty behaviors for better marketing strategy decisions

Harrington, Robert J., Ottenbacher, Michael C., von Freyberg, Burkhard, Paraskevas, Alexandros ORCID: https://orcid.org/0000-0003-1556-5293 and Schmidt, Laura (2020) Interpreting relationships among Oktoberfest tourists’ experiences and perceived value, overall satisfaction and loyalty behaviors for better marketing strategy decisions. In: The Routledge Handbook of Tourism Experience Management and Marketing. Routledge International Handbooks. Routledge (Taylor & Francis Group), London, UK. ISBN 9780367196783 (In Press)

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Abstract

This chapter contributes to a better understanding of the Oktoberfest tourists’ customer journey, perceptions of attribute quality during the beer tent experience, and how attributes might be classified using moderated regression and multiple dependent variables (DVs). This chapter’s approach integrates Kano’s theory as it fits within the more comprehensive customer journey applied to the Oktoberfest context. Sixteen Oktoberfest beer tent attributes were classified based on how associated with overall satisfaction, a composite of loyalty, and perceived value. Findings support important similarities and differences from earlier findings; using the single DV (satisfaction) for classification, 13 attributes were defined as performance and three as excitement. Using a composite of loyalty as DV, 10 attributes were defined as performance, three as excitement, and one as basic; and, with value as the DV, one was categorized as performance, one excitement, four basic, and 10 indifferent. The use of multiple DVs provided a better understanding of how attributes impact consumer behaviors in an Oktoberfest or beer festival context. Researchers and practitioners should utilize this method to better understand attribute performance and categorization based on different consumer behaviors of interest. In addition, theoretical and practical implications are provided to support the need to consider pre-visit activities and other post-visit feelings and behaviors in future research and logic for experiential tourism.

Item Type: Book Section
Additional Information: This is an Accepted Manuscript of a book chapter due to be published by Routledge/CRC Press in The Routledge Handbook of Tourism Experience Management and Marketing.
Uncontrolled Keywords: Oktoberfest; attribute classification; Kano’s model; moderated regression; loyalty; customer journey
Subjects: Hospitality and tourism > Hospitality > Event management
Hospitality and tourism > Tourism
Depositing User: Alexandros Paraskevas
Date Deposited: 31 Jan 2020 17:14
Last Modified: 03 Feb 2020 10:27
URI: http://repository.uwl.ac.uk/id/eprint/6729

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