Tourist and resident perceptions of service quality at the biggest São João in the World Festival.
Keywords:
Event tourism, service quality, TOURQUAL scale, visitor satisfaction, cultural eventsAbstract
This study analyzes the factors influencing tourist satisfaction at the Maior São João do Mundo festival in Brazil, based on visitors' perceptions of service quality. It is a case study with a quantitative approach, using a questionnaire based on the TOURQUAL scale, applied to 398 participants who attended the event between June and August 2022. Data were analyzed using descriptive statistics, multiple linear regression, and exploratory factor analysis in SPSS 22. The results indicated an overall satisfaction level of 7.49 on a scale of 10, with the variety of activities being the most influential factor and the availability and cleanliness of restrooms the main weakness. The analysis confirmed a significant relationship between service quality and visitor satisfaction (R² = 0.652). The proposed model, based on TOURQUAL, presents practical and methodological relevance and can be adapted to other cultural and tourist events.
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