Fuzzy Logic to Assess Service Quality at Arts Festivals

Abstract

Service quality is a key factor in the success or failure of tourism products such as festivals. The intangible nature of some elements of service quality creates challenges in the measurement thereof. This study measured service quality at the Innibos National Arts Festival in June 2013, using a multicriteria model based on fuzzy numbers. This method has not previously been applied to a festival, so this study is innovative in using this subtle way of measuring service quality and adding an alternative to measuring service quality of festivals. The festival's competitive quality advantage lies in the visually attractive environment, the sufficiency of equipment, the festive atmosphere, and accessibility of information. Gender, age, and frequency of attendance were found to be moderating factors of service quality at festivals.