Conceptual Development in Festival Quality Management: Implications for Product Development and Marketing

This paper seeks to explore the trends in the conceptual development of knowledge relevant in festival quality management. There is plethora of literature on festival quality that spans over three decades. However, researchers and practitioners have continued to grapple with trying to understand the why and what of festival quality study in special event tourism management. This taxonomical problem exist probably because of the historical antecedent of service quality research. This paper therefore provides more sight into the meaning, nature and scope of festival quality from research groups and the strategic importance to festival marketing performance