MEDIA WATCH
  • Year: 2021
  • Volume: 12
  • Issue: 2

Loyalty, motivation, and satisfaction: A quantitative analysis of the 8th cinejoven festival of almería, Spain

  • Author:
  • C. García-Carballo1*, S. Moral-Cuadra2, V. Navajas-Romero3, J.V. Fruet-Cardozo4
  • Total Page Count: 13
  • Page Number: 303 to 315

1Associate Professor in the Department of Business Administration, University of Cordoba, Spain

2Lecturer in the Department of Financial and Accounting, University of Cordoba, Spain

3Lecturer in the Department of Business Administration, University of Cordoba, Spain

4Senior Lecturer in the Department of Applied Economics, University of Cordoba, Spain

*Correspondence to: Fruet-Cardozo, J. Vicente, Lecturer, Faculty of Law and Economic and Business Sciences. Plaza de Puerta Nueva S.N. 14002, Cordoba, Spain

Garcia Carballo, Carlos (Ph. D., University at the of Malaga, 2015) is an Associate Professor in the Department of Business Administration at the University of Cordoba, Spain. His research focuses on cinematography, advertising and audiovisual communication.

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.

Keywords

Almería, Cinema, Festival, Loyalty, Motivation, Perceived value, Satisfaction, SEM, Spain