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Factors Affecting Tourist Satisfaction with Theatrical Performances: A Case Study of 'The Romance of the Song Dynasty' in Hangzhou, China

Song, Hanqun and Cheung, Catherine (2010) Factors Affecting Tourist Satisfaction with Theatrical Performances: A Case Study of 'The Romance of the Song Dynasty' in Hangzhou, China. Journal of Travel & Tourism Marketing, 27 (7). pp. 708-722. ISSN 1054-8408

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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 travel characteristics towards these four theatrical performance factors reveal several significant differences. Discussions and implications are provided to theatre operators to improve tourist satisfaction with theatrical performance not only in Hangzhou, but also in the whole China.

Item Type: Article
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
P Language and Literature > PN Literature (General) > PN2000 Dramatic representation. The Theater
Schools: The Business School
Related URLs:
Depositing User: Cherry Edmunds
Date Deposited: 15 Sep 2015 12:03
Last Modified: 03 Dec 2016 02:26
URI: http://eprints.hud.ac.uk/id/eprint/25708

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