Factors affecting tourist satisfaction with theatrical performances: A case study of The Romance of the Song Dynasty in Hangzhou, China
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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.
Journal of Travel & Tourism Marketing
© 2010 Taylor & Francis. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal website for access to the definitive, published version.