Customer experience in periodic hallmark festivals

Periodic hallmark festivals and events are fundamental in triggering the growth of communities and destinations by attracting customers (i.e., tourists) to the host destination. However, a lack of understanding exists regarding how to measure customer experience in the context of periodic hallmark events. This project sought to conceptualise how tourists who travel to periodic hallmark festivals assess their experience and to develop a robust measurement model which tourism operators could use to identify ways to improve tourism activities.