Evaluating the Key Elements Contributing to Visitor Contentment at Cultural Festivals

Abstract

This study analyzes the elements that influence visitor contentment at cultural events by developing and testing several hypotheses. This framework considers visitor contentment as the dependent variable (DV) with independent variables (IVs) including program content, event logistics, social atmosphere, facilities, customer service, and accessibility. A survey of 270 visitors was conducted to evaluate these variables and their impact on visitor contentment. Statistical analysis was evaluated using SPSS 25. ANOVA, multiple linear regression, and chi-square tests were among the statistical techniques used to assess the effects and associations of each factor. Chi-Square test results show that all hypotheses have substantial relationships (p-values < 0.05) and that each independent variable has a significant effect on visitor contentment. ANOVA supports the results that program content (F=7.45,p<0.001), facilities (F=8.20,p<0.001), and other factors significantly impact visitor contentment. According to multiple linear regression analysis, program content (coefficient=0.421,p<0.001) and facilities (coefficient=0.512,p<0.001) have the greatest impact on visitor contentment, followed by event logistics (coefficient=0.308,p=0.003), customer service (coefficient=0.189,p=0.028), accessibility (coefficient=0.294,p=0.002), and social atmosphere (coefficient=0.267,p=0.001). These results emphasize the significance of every element in improving visitor contentment, with facilities and program content being especially important.