Neimen Song-Jiang Jhen Battle Array is one of the largest-scale folk cultural festivals held annually in Taiwan during March. While the number of visitors to the Neimen Song-Jiang Jhen Battle Array festival has increased steadily, how to promote high quality standards for all aspects of the festival is the top priority for the regional destination marketing/management organizations. The purpose of this study was to identify what the quality dimensions derived from the factor analysis were related to festival quality and performance. A pool of 31 quality attributes was generated based on festival marketing and management literature, and pretest information provided from undergraduate students who used to participate in the Neimen Song-Jiang Jhen Battle Array festival. The results illustrate the special socio-demographic and trip characteristics of the attendees of Neimen Song-Jiang Jhen Battle Array festival. These findings contribute to the understanding of festival attendees’ profile and behavior and thus, provide festival organizers with insights into how to promote the Neimen Song-Jiang Jhen Battle Array festival in order to continuously draw visitors back. In addition, the results show that six factors were derived from the factor analysis of 31 festival quality attributes. The interpretation of these factors lead to the following labels (in order of variance explained): (1) program (2) staff (3) ancillary services (4) facilities (5) convenience, and (6) comfort amenities. These findings add to the body of knowledge about festival-specific factors regarding service quality. A practical implication of this study is the availability of a festival-specific instrument of service quality for further testing at other types of festivals.
Key words: Neimen Song Jiang Jhen Battle Array, festival quality, Taiwan, cultural tourism.
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