An IPA Analysis of Tourist Perception and Satisfaction with Nisville Jazz Festival Service Quality

Marija Bratić (), Danijel Pavlović, Sanja Kovačić, Tatjana Pivac, Anđelina Marić Stanković, Miroslav D. Vujičić and Željko Anđelković
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Marija Bratić: Department of Geography, Faculty of Sciences and Mathematics, University of Nis, 18000 Nis, Serbia
Danijel Pavlović: Academy of Hospitality, Tourism and Wellness, 11000 Belgrade, Serbia
Sanja Kovačić: Faculty of Natural Sciences and Mathematics, University of Novi Sad, 21000 Novi Sad, Serbia
Tatjana Pivac: Faculty of Natural Sciences and Mathematics, University of Novi Sad, 21000 Novi Sad, Serbia
Anđelina Marić Stanković: Department of Geography, Faculty of Sciences and Mathematics, University of Nis, 18000 Nis, Serbia
Miroslav D. Vujičić: Faculty of Natural Sciences and Mathematics, University of Novi Sad, 21000 Novi Sad, Serbia
Željko Anđelković: Department of Geography, Faculty of Sciences and Mathematics, University of Nis, 18000 Nis, Serbia

Sustainability, 2024, vol. 16, issue 22, 1-17

Abstract: This paper applies Importance-Performance Analysis (IPA) to investigate potential satisfaction or dissatisfaction with service quality at the internationally recognized Nisville Jazz Festival. The research was conducted using the Statistical Package for Social Sciences (SPSS) software version 20, including the Kolmogorov–Smirnov test, factor analysis, one-way analysis of variance (ANOVA), and Principal Component Analysis (PCA) with Varimax rotation for data analysis. The study involved 250 festival attendees, focusing on their motivation and identification of both tangible and intangible attributes of the festival, with 227 providing valid responses to the survey questionnaire. The Service Quality Model (SERVQUAL) was used to identify quality factors. The results indicate that cultural content and hospitality are the most important factors significantly contributing to visitor satisfaction and positively influencing recommendations and repeat visits to the festival. Another important factor in the study is accessibility, while comfort, amenities, safety, and cleanliness require improvement to enhance the overall visitor experience. The findings provide concrete guidelines for the further development of the festival and the enhancement of the tourism offerings in Nis.

Keywords: Nisville Jazz Festival; event tourism; importance-performance analysis (IPA); SERVQUAL model; Nis; Serbia (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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