Loyalty, Motivation, and Satisfaction: A Quantitative Analysis of the 8th Cinejoven Festival of Almería, Spain

Abstract

In several cities of Spain, film festivals are regarded as prominent cultural events. The most well-known film festivals in Spain are the Valladolid International Film Week, San Sebastian, the Bilbao, Alcalá de Henares, Málaga, Manresa Almería. The Almería city, located on the Mediterranean Sea, has been striving to promote these events for a decade or so. This research aims to analyze the characteristics of the audience attending the 8th Cinejoven Film Television Festival and collaborate in the visibility of the event. Five hypotheses were tested using the variables: perceived value, motivations, and satisfaction loyalty. A sample of 207 surveys of attendees at the festival was analyzed. SmartPLS 3.2.8 software for structural equation modeling (SEM) techniques applied in this research analysis