• ISSN: 2301-3567
    • Frequency: Quarterly (2013-2014); Monthly (2015-2017); Quarterly (Since 2018)
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Mia Hu
    • Abstracting/ Indexing:  Electronic Journals Library, Ulrich's Periodicals Directory, MESLibrary, Google Scholar, and Crossref.
    • E-mail: joebm@ejournal.net
JOEBM 2018 Vol.6(3): 120-126 ISSN: 2301-3567
DOI: 10.18178/joebm.2018.6.3.560

Determinants of Cultural Festival Success — A Study in Ho Chi Minh City, Vietnam

Mai Ngoc Khuong and Dang Duc Khanh Uyen
Abstract— In the recent years, there have been an increasing number of cultural festivals hosted in Ho Chi Minh City. Unlike the fast growing of festival industry in other countries, without noticing, this industry of Ho Chi Minh City is on its way of development. Therefore, this study is conducted to find out what makes a success of a cultural festival in Ho Chi Minh City by examining the effects of the festivalscape factors including general management, service, venue and technical aspect, amenities and catering, and marketing on the satisfaction and loyalty factors of the festivals visitors. This study applied quantitative approach, using questionnaires, which were delivered to 301 respondents. The data was factor-analyzed and interpreted by statistical method including regression analysis, to find out the direct relationship among independent and dependent variables and path analysis, to claim the indirect effects of independent variables on visitor loyalty. Consequently, there are five factor: general management, service, venue and technical aspect, amenities and catering and marketing were found to have both direct impact on visitor satisfaction and indirect impact on visitor loyalty.

Index Terms— General management, service, venue and technical aspect, amenities and catering, marketing, visitor satisfaction, visitor loyalty.

Mai Ngoc Khuong and Dang Duc Khanh Uyen are with the School of Business, International University, VNU-HCM, Viet Nam (email: mnkhuong@hcmiu.edu.vn, uyendang.1109@gmail.com).

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Cite: Mai Ngoc Khuong and Dang Duc Khanh Uyen, "Determinants of Cultural Festival Success — A Study in Ho Chi Minh City, Vietnam," Journal of Economics, Business and Management vol. 6, no.3, pp. 120-126, 2018.

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