| dc.description.abstract | In the recent years, there have been an increasing number of cultural festivals hosted
in Ho Chi Minh City. Unlike the fast growing of festival industry in other countries,
without noticing, this industry of Ho Chi Minh City is on its way of development.
Therefore, this study is conducted to find out what makes a success of a cultural
festival in Ho Chi Minh City by examining the effects of the festivalscape factors
including general management, service, venue and technical aspect, amenities and
catering, and marketing on the satisfaction and loyalty factors of the festivals visitors.
This study applied quantitative approach, using questionnaires, which were delivered
to 301 respondents. The data was factor-analyzed and interpreted by statistical method
including regression analysis, to find out the direct relationship among independent
and dependent variables and path analysis, to claim the indirect effects of independent
variables on visitor loyalty. Consequently, there are five factor: general management,
service, venue and technical aspect, amenities and catering and marketing were found
to have both direct impact on visitor satisfaction and indirect impact on visitor loyalty.
Moreover, two factors: general management and marketing along with visitor
satisfaction were found to positively affect visitor loyalty
In the final chapter of the research, further discussions and recommendations are also
stated to help enhance the visitor satisfaction and loyalty at a festival as well as to
help develop the festival industry in Ho Chi Minh City. | en_US |
