Perceptions of Quality, Satisfaction, Loyalty, and Approximate Spending at an American Wine Festival
Parks, Recreation, & Hospitality Administration
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.
Journal of Culinary Science and Technology
Hubbard, K. W., Mandabach, K. H., McDowall, S., & VanLeeuwen, D. M. (2012). Perceptions of quality, satisfaction, loyalty, and approximate spending at an American Wine Festival. Journal of Culinary Science & Technology, 10:4, 337-351, DOI: 10.1080/15428052.2012.735962