Title

Perceptions of Quality, Satisfaction, Loyalty, and Approximate Spending at an American Wine Festival

Document Type

Article

Publication Date

12-1-2012

Department

Parks, Recreation, & Hospitality Administration

Abstract

This is an exploratory study examining attendee perceptions of a wine festival in southern New Mexico. The objective of this study was to assess the perceived quality, satisfaction, and loyalty as well as the approximate spending at a wine festival with nearly 13,000 attendees. Perceptions of quality and overall satisfaction were high, with more than 90% of respondents reporting that they were very satisfied or satisfied. Similarly, more than 90% reported being very likely or likely to return to or recommend the festival. Mean spending reported was $78.41. Among a list of 10 festival attributes, satisfaction was lowest for children's activities and wine education. It is recommended that the wine festival offer improved children's facilities/activities, quality wine education, enhanced training for wine pourers, and continued focus on regional food offerings such as green chile, pistachios, and pecans. © 2012 Copyright Taylor & Francis Group, LLC.

DOI

10.1080/15428052.2012.735962

First Page

337

Last Page

351

Publication Title

Journal of Culinary Science and Technology

Comments

At the time of publication, Siriporn McDowall was affiliated with New Mexico State University.

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