Oradea’s Cultural Event Management: The Impact of the ‘Night of the Museums’ on Tourist Perception and Destination Brand Identity

Abstract

Understanding how event quality influences destination identity and tourist satisfaction is crucial for creating memorable experiences and fostering positive perceptions of a destination. The ‘Night of the Museums’ event in Oradea, Romania, offers a unique cultural experience, but little research has been conducted to understand its impact on destination perception and tourist satisfaction. This study examines the relationship between event quality, destination identity, tourist satisfaction, and behavioral intentions within the context of Oradea’s Night of the Museums event. Four domains of event quality (visit quality, interaction quality, outcome quality, and physical environment quality) are assessed for their impact on destination identity and tourist satisfaction. Results indicated that visit quality, interaction quality, and outcome quality significantly predicted destination identity, whereas interaction quality and the quality of the physical environment significantly influenced tourist satisfaction. Furthermore, positive event experiences increased the likelihood of tourists recommending the destination to others, which in turn significantly predicted the intention to revisit. These findings have implications for event organizers, destination management organizations, and policymakers seeking to enhance event quality, promote positive destination identity, and cultivate tourist satisfaction, ultimately leading to increased recommendations and revisitation.