Modern wedding industry in Egypt: the influence of key wedding venue attributes on newlywed couple satisfaction and future intention

Abstract

While festive events industry attracted researchers in the last decades, there is a shortage of studies focusing on wedding venue attributes selection. From this point, this study examined Egyptian newlywed couples' perceptions of wedding venue in Alexandria City. Moreover, it investigated the key wedding venue attributes that influenced the couples' overall satisfaction and their future intention, including nine key dimensions of service, price, food and beverages, atmosphere, entertainment, facilities, location, availability, and decoration. The results suggested statistically significant differences found between hotel ballrooms and banquet halls in terms of location. Brides indicated higher mean rankings compared to grooms in most attributes. In general, the research model proved a direct relation between the key dimensions and overall couples' satisfaction. The implications for improving wedding venues management marketing strategies in industry practitioners are also discussed.