Loyalty, motivation, and satisfaction: A quantitative analysis of the 8th cinejoven festival of almería, Spain García-Carballo C.1*, Moral-Cuadra S.2, Navajas-Romero V.3, Fruet-Cardozo J.V.4 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. Moral-Cuadra, Salvador (Ph. D., University of Cordoba, 2017) is a Lecturer in the Department of Financial and Accounting at the University of Granada, Spain. His current research interests are primarily in the areas of economy of tourism and culture. Navajas Romero, Virginia (Ph. D., University of Cordoba, 2014) is a Lecturer in the Department of Business Administration at the University of Cordoba, Spain. Her research interests lie in tourism economy. Fruet-Cardozo, J. Vicente (Ph. D., University of Cordoba, 2006) is a senior Lecturer in the Department of Applied Economics at the University of Cordoba, Spain. His research focuses on economy of culture and tourism and financial economics. Online published on 30 May, 2021. 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. Top Keywords Almería, Cinema, Festival, Loyalty, Motivation, Perceived value, Satisfaction, SEM, Spain. Top |