Macau Wine Festivalscape: Attendees Satisfaction and Behavioral Intentions.

Abstract

This paper explores festivalscape factors at an international wine and dine festival in Macau, a Special Administrative Region (SAR) of the People’s Republic of China. The main goal of this study is to assess satisfaction with various festivalscape factors and identify the relations between the festivalscape construct and behavioral intention. The paper also explores whether festivalscape factors are influenced by attendee attributes. The study found that festivalscape scores had significant positive effects on perceived value for money, overall satisfaction, and intention to revisit. Perceived value for money and overall satisfaction had significantly positive effect on intention to revisit and becoming a repeat visitor. The findings provide valuable insights into the festivalscape factors that influence repeat visitation to an emergent cultural type event in greater China. We also present recommendations for the growth of the city wine and dine festival, so as to help promote and diversify Macau as a world tourism and leisure centre.