Factors Of Live Music Concert Experience Affecting Customer Satisfaction And Behavioral Intention In The Integrated Resort In Macau

Abstract

Macau, a glittering tourist destination city. Its unique blend of Eastern and Western cultures, with world-class resorts, cuisines and cultural attractions, attracts countless tourists to visit. In recent years, Macau's tourism industry has grown rapidly. Macau has become a destination for many singers to hold concerts, which is one of the purposes of many tourists visiting Macau. The purpose of this study is to investigate the factors that affect the satisfaction of customers in concert and their willingness to behave in the future, which is very important for the resort to improve the customer experience. The objective is to gain a deep understanding of customers and resorts to fill gaps in business and academia. An online questionnaire was distributed over two weeks from December 29, 2023 to January 8, 2024. A total of 221 valid questionnaires were collected. Various methods were used to analyze the results including descriptive analysis, reliability and validity test, simple correlation matrix and SEM analysis. The results showed that audience interaction has a significantly positive relationship with satisfaction; staff friendliness has a marginal significant positive relationship with satisfaction. In addition, satisfaction has a strong significantly positive relationship with behavioral intention.

Based on the result, IR managers can pay attention to the audience's demand for interaction and strengthen staff management to improve service quality. Although some of the results are inconsistent with previous literature on customer satisfaction, this study also has different implications for resorts and markets, helping them better understand what factors can affect customer satisfaction throughout a concert.