Driving First-Time and Repeat Spectators to Cultural Events

This chapter examines the differences in expenditure, satisfaction and behavioral intentions between first-time and repeat spectators to a cultural event. A structured questionnaire was developed and data were collected on-site during the “Sa Sartiglia” Carnival (Sardinia, Italy) via 262 interviews. A series of descriptive analyses, independent t-tests, and regression analysis were run for the purposes of the study. Findings show repeaters expressing higher satisfaction, more positive behavioral intentions and higher average economic expenditure than first-time spectators. However, repeaters scored significantly higher in term of intention to return to the event, intention to return to the destination and intention to recommend it to others. Findings add to the body of knowledge highlighting an inconsistent relationship between travel experience, travel expenditure and post-trip evaluation and behavioral intentions. Contributions to the body of knowledge and managerial implications are discussed and suggestions for further research are given.