Memorable experiences and their influential factors: an importance-performance analysis of a cultural event

ABSTRACT

This study aimed to verify the underlying influential factors of cultural event attributes and proposed a structural model to examine the event dimensions that influence attendees’ memorable experiences and subsequent life satisfaction and sharing experiences. Partial least squares structural equation modelling (PLS-SEM) was used to analyse the proposed conceptual model with data obtained from 756 respondents. The results indicated that activities, uniqueness, distinctiveness and authenticity had strong and positive effects on memorable experiences, which, in turn, impacted life satisfaction and sharing experiences via social media. An in-depth examination through importance – performance map analysis (IPMA) revealed the prioritisation of crucial event dimensional attributes.

KEYWORDS:

• Cultural event
• memorable experience
• life satisfaction
• sharing experience
• importance-performance analysis

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Supawat Meeprom

Supawat Meeprom, hold a PhD in Marketing and Event Management from Macquarie University (Australia), and is an Associate Professor at the Faculty of Business Administration and Accountancy, Khon Kaen University (Thailand). His research interests are service branding, special event and destination marketing, customer engagement, and consumer behaviour.

Suwadee Talawanich

Suwadee Talawanich is currently an Assistant Professor in the Tourism and Hospitality Management Division at Mahidol University International College, Thailand. She received her doctoral degree from the Hong Kong Polytechnic University, Hong Kong. Her research interests include crisis communication and crisis management in the tourism and hospitality industries, youth tourism, and youth careers in tourism and hospitality.