O heavily influenced by media coverage dimensions of

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o Heavily influenced by media coverage Dimensions of Conventional Service Quality Reliability o Consistency, dependability, on-time, performance, accuracy Assurance o Competence, courtesy, security, credibility, communication Tangibles o Setting, equipment, appearance, customers, logo Responsiveness to customers o Promptness, convenience, accessibility Empathy o Caring, individual attention, approachability Dimensions of Festival Quality Souvenir o Variety, high quality, reasonable price Facility o Convenient parking, prepared rest area, clean restrooms Program o Fun, variety, experience, culture, management, organization Info service o Pre-info, signage, pamphlets, guides Food o Variety, good taste, reasonable price Natural environment o Surrounding environment Program Life Cycle Introduction Growth Maturity Decline o Termination/Rejuvenation
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Service Characteristics Disconformity o Expectation vs. Actual experience of a service Both subjective and objective Value-based concept of quality (comparison: a trade off) o In terms of costs and prices as well as number of other attributes. o Efficient and effective performance Importance of quality o Willing to pay higher prices = higher profits o Increase market share o Loyal customers Quality Management Two factor theory o Satisfier: gives satisfaction Main event program, service provision from staff o Dissatisfier: dissatisfaction results from their absence Cleanliness, safety, discomfort o Excitement: don’t produce dissatisfaction, but can be critical for satisfaction Surprising events
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o Implication: identify each factor decide how many resources should be allocated for each.
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  • Spring '13
  • H.Choo
  • Marketing, resource dependence theory, event tourism, Main event program

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