Level of recommendation and satisfaction after an event: the NOS Primavera Sound case study

Abstract

Purpose: This paper aims to evaluate the level of recommendation and satisfaction related with sociodemographic characteristics of visitors and the loyalty they show regarding the festival. Methodology: Data from a random sample of 1397 visitors were collected from an online questionnaire after the festival occurred. In univariate analysis with application of the ANOVA test, we observe that the global satisfaction is influenced by age, marital status, educational degree, residence, if they participated in the previous edition, type of ticket and intention to return for the next edition. In the application of the factorial analysis, three distinct factors emerged: the recommendation of the festival, the satisfaction with the organization and the satisfaction with the stages. In the econometric models we highlight simultaneously the gender and the intention to return that influence the recommendation and the satisfaction. Findings: The results will be important for the framework of management and marketing of the event NOS Primavera Sound in the sense that they can be used for the visitor segmentation through the identification of sociodemographic characteristics of visitors, the levels of recommendation, satisfaction and loyalty towards the event. Originality/Value: This is the first time a post-event analysis is applied to NOS Primavera Sounds, in Portugal.