Qualità,soddisfazionee intenzionicomportamentali nelmarketingdegli eventi: ilcasodell’asparagofriulano1
Food tourism has become increasingly competitive in Italy. Practitioners have to satisfy
customers and meet customers’ changing preferences to maintain competitive advantage.
Providing valuable services has become one of the key issues. The study examines tourist
values concerning food related tourism. Specifically it proposes a theoretical model to
investigate the relations between the dimensions of experience quality, perceived value
(functional value and monetary price), satisfaction and behavioural intention. Respondents
were visitors who attended food festival for asparagus in Friuli Venezia Giulia Region. A
confirmatory structural equation modelling procedure were performed by utilizing LISREL
procedures. The result shows that the model is statistically significant predictors for
consumers’futurebehavioural intention toattendthefood festivalagain.
In addition experience quality and perceived value were founded to have direct and
indirect impacts on visitors’ future behavioural intentions. The practical implication for