Purpose

The purpose of this paper is to examine the hard and soft measures of service quality and visitors' satisfaction, which ultimately contribute to visitor loyalty to the destination, specifically in the context of the Borneo Cultural Festival (BCF) in Sibu, Sarawak (Malaysia).

Design/methodology/approach

The study uses a quantitative research approach with 427 valid responses from domestic and international tourists of BCF and employs the cognitive-affective-conative theory to examine how the festival impacts visitor loyalty.

Findings

The findings indicate that both hard and soft measures significantly contribute to the service quality and visitor satisfaction at the BCF. Additionally, service quality and visitor satisfaction were found to positively influence destination loyalty, while the relationship between legibility and visitor satisfaction was not significant.

Practical implications

The findings encourage the ministry and event organisers to adopt a destination event strategy that positions Sibu as an attractive event destination capable of attracting domestic and international tourists.

Originality/value

The findings of this study contribute to the existing body of knowledge on event tourism and destination loyalty by applying the cognitive-affective-conative theory. This study marks the first of its kind, analysing both the tangible (hard) and intangible (soft) measures of service quality and their impact on visitor satisfaction, ultimately influencing visitor loyalty to the destination, particularly in the context of the BCF in Sibu, Sarawak.

中文翻译：

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文化活动的服务质量、满意度和忠诚度：以婆罗洲年度文化多样性活动为例

目的

本文的目的是研究服务质量和游客满意度的硬性和软性措施，这些措施最终有助于提高游客对目的地的忠诚度，特别是在马来西亚沙捞越州诗巫举行的婆罗洲文化节 (BCF) 的背景下。

设计/方法论/途径

该研究采用定量研究方法，收集了 BCF 国内外游客的 427 份有效回复，并采用认知-情感-意动理论来研究节日如何影响游客忠诚度。

发现

研究结果表明，硬措施和软措施都对 BCF 的服务质量和游客满意度做出了显着贡献。此外，服务质量和游客满意度对目的地忠诚度产生积极影响，而易读性和游客满意度之间的关系并不显着。

实际影响

调查结果鼓励该部门和活动组织者采取目的地活动策略，将诗巫定位为能够吸引国内外游客的有吸引力的活动目的地。

原创性/价值

本研究的结果通过应用认知-情感-意动理论，为事件旅游和目的地忠诚度的现有知识体系做出了贡献。这项研究开创了同类研究的先河，分析了服务质量的有形（硬）和无形（软）措施及其对游客满意度的影响，最终影响游客对目的地的忠诚度，特别是在诗巫 BCF 的背景下，砂拉越。