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  • Factors affecting tourist satisfaction with theatrical performances: A case study of The Romance of the Song Dynasty in Hangzhou, China

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    Author(s)
    Song, Hanqun
    Cheung, Catherine
    Griffith University Author(s)
    Song, Hanqun
    Year published
    2010
    Metadata
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    Abstract
    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 ...
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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.
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    Journal Title
    Journal of Travel & Tourism Marketing
    Volume
    27
    Issue
    7
    DOI
    https://doi.org/10.1080/10548408.2010.519675
    Copyright Statement
    © 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.
    Subject
    Tourism Marketing
    Commercial Services
    Marketing
    Tourism
    Publication URI
    http://hdl.handle.net/10072/46386
    Collection
    • Journal articles

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