Factors Affecting Tourist Satisfaction with Theatrical Performances: A Case Study of The Romance of the Song Dynasty in Hangzhou, China

Hanqun Song, Catherine Cheung

Research output: Contribution to journalArticle

11 Citations (Scopus)


This study, for the first time, attempts to explore the factors affecting tourist satisfaction with a theatrical performance, The Romance of the Song Dynasty in Hangzhou, China. Four factors are identified to have affected tourist satisfaction: "Performance," "Venue Environment," "Service," and "Stage Facilities." These theatrical performance factors are examined to assess the relative influence on tourist overall satisfaction. Tourists have the highest satisfaction with "Stage Facilities" among all factors; however, "Service" is the most influential predictor of tourist overall satisfaction. Tourist demographic and travel characteristics toward these four theatrical performance factors reveal several significant differences. Discussions and implications are provided to theater operators to improve tourist satisfaction with theatrical performance not only in Hangzhou, but also in the whole of China.

Original languageEnglish
Pages (from-to)708-722
Number of pages15
JournalJournal of Travel and Tourism Marketing
Issue number7
Publication statusPublished - 1 Oct 2010
Externally publishedYes


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