TY - JOUR
T1 - Factors Affecting Tourist Satisfaction with Theatrical Performances
T2 - A Case Study of The Romance of the Song Dynasty in Hangzhou, China
AU - Song, Hanqun
AU - Cheung, Catherine
PY - 2010/10/1
Y1 - 2010/10/1
N2 - 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.
AB - 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.
KW - China
KW - The Romance of the Song Dynasty
KW - Theatrical performance
KW - Tourist satisfaction
UR - http://www.scopus.com/inward/record.url?scp=78649412407&partnerID=8YFLogxK
U2 - 10.1080/10548408.2010.519675
DO - 10.1080/10548408.2010.519675
M3 - Article
AN - SCOPUS:78649412407
VL - 27
SP - 708
EP - 722
JO - Journal of Travel and Tourism Marketing
JF - Journal of Travel and Tourism Marketing
SN - 1054-8408
IS - 7
ER -