Adapting Herzberg: Predicting Attendees' Motivation, Satisfaction, and Intention to Revisit a Festival in Cameroon Using an Ordered Logit Approach

Abstract

Festivals have, increasingly, become an important research focus in tourism. This study adapts Herzberg's two-factor theory to determine the satisfaction levels of attendees at the Festival of Arts and Culture (FESTAC), held in Limbe, Cameroon. Specifically, it investigated how the above are influenced by their a priori motivations to attend the event, and how their levels of satisfaction, in turn, affect their revisit intentions. Using survey data collected from 324 participants at the Festival, the study employed various specifications of the ordered logit model to predict the odds of attendees' satisfaction levels and revisit intentions, based on their motivation for attending the event. The findings confirm the applicability of the Herzberg theory in evaluating the relationship between the participants' motivation factors and their related satisfaction levels. Consistent with the existing literature, their satisfaction levels were also found to influence their return intentions significantly. The results also emphasize the moderating effect of expenditure considerations on the attendees' satisfaction levels. The findings, which have implications for both the event planners and the festival organizers, highlight the superiority of unique festival "motivators" in predicting satisfaction levels, suggesting that event planners focus on such characteristics if they intend to increase the attendees' satisfaction levels.