The effects of Ayancık Culture Linen and Wood Festival experiences on customer satisfaction

Festivals are a social organization that can always be preferred with different options that allow people to have fun, socialize and acculturate. In this respect, the change and development of the festivals held in Ayancık district from the beginning to the present day has been examined in detail. The aim of this study is to evaluate the Ayancık Culture Linen and Wood festivals held every year in the district and to measure the satisfaction of the local people participating in the festival. Service quality dimensions (Access and infrastructure, venue and staff, product) were used to measure satisfaction. In the study, firstly, a literature review was made and an infrastructure was created to make the theoretical framework and concepts meaningful. Variables were determined in accordance with the theoretical framework. The population of the research consists of the people living in Ayancık district of Sinop province with a population of 23,739. Research data were collected by questionnaire technique. In total, 530 questionnaires were obtained by convenience sampling method. First of all, the reliability analysis of the collected questionnaires was made. Then, it was subjected to exploratory factor analysis as a basic analysis technique. Factorization results were determined by exploratory factor analysis. In this analysis, regression analysis was used to evaluate whether the service quality dimensions of a small-scale festival event have an effect on satisfaction. As a result of these analyzes, the hypotheses established in the research that the access quality established in the research affect satisfaction in a statistically significant and positive way, that the quality of the space affects satisfaction in a statistically significant and positive way, and that the product quality has a statistically significant and positive effect on satisfaction were supported.