Visitor’s Satisfaction and Loyalty of Heritage Food: an Experimental Study of Saudi Food Feast Festival

Abstract

This study aims to explore visitors’ satisfaction with the features of heritage food festivals and their impact on visitor loyalty, using experimental research findings from the Saudi Food Feast Festival, one of the largest food festivals in Saudi Arabia, which was held in Riyadh from December 13-29, 2022. The study provides new data and insights for developing local festivals in Saudi Arabia, contributing to literature on service quality and visitor’s satisfaction in the context of heritage events. Additionally, it seeks to enhance emotional and behavioral loyalty among visitors, thereby contributing to the sustainable success of these events as part of cultural tourism and national economy. The study employed a quantitative research methodology, using a survey questionnaire based on conceptual frameworks developed in previous research. The questionnaire included responses from 427 festival visitors to examine the relationship between visitors’ satisfaction with festival features (festival area, food, amenities, information adequacy, learning opportunities, staff efficiency) and their loyalty to the festival (behavioral loyalty and attitudinal loyalty). The results of the study showed high levels of visitor’s satisfaction and loyalty to the festival. Furthermore, all festival features positively influenced visitors’ satisfaction and consequently, their loyalty. The study also found no statistically significant differences in visitors’ opinions based on demographic characteristics such as gender, age, marital status, and educational level.

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