An IPA Analysis of Tourist Perception and Satisfaction with Nisville Jazz Festival Service Quality

Abstract

This paper applies Importance-Performance Analysis (IPA) to investigate potential satisfaction or dissatisfaction with service quality at the internationally recognized Nisville Jazz Festival. The research was conducted using the Statistical Package for Social Sciences (SPSS) software version 20, including the Kolmogorov–Smirnov test, factor analysis, one-way analysis of variance (ANOVA), and Principal Component Analysis (PCA) with Varimax rotation for data analysis. The study involved 250 festival attendees, focusing on their motivation and identification of both tangible and intangible attributes of the festival, with 227 providing valid responses to the survey questionnaire. The Service Quality Model (SERVQUAL) was used to identify quality factors. The results indicate that cultural content and hospitality are the most important factors significantly contributing to visitor satisfaction and positively influencing recommendations and repeat visits to the festival. Another important factor in the study is accessibility, while comfort, amenities, safety, and cleanliness require improvement to enhance the overall visitor experience. The findings provide concrete guidelines for the further development of the festival and the enhancement of the tourism offerings in Nis.

1. Introduction

The substantial interest and increased involvement of tourists in event tourism, particularly in musical events, began in the late twentieth century. During this period, people started to travel more extensively to major cities to attend various music events. The intertwining of tourism and music gave rise to new forms of tourist mobility and travel organization [1]. Cultural heritage, particularly festivals, holds great significance for society, providing a platform for the local community to preserve heritage and maintain cultural diversity [2]. Festivals can mirror a community’s sense of celebration and entertainment [3]. Festivals stand as one of the most significant means of encountering another culture [4], forming the basis for tourist movements. Exploring local culture and the way of life in a destination constitutes the essence of cultural enrichment for tourists and fosters understanding among nations.

Tourism festivals, with their potential to offer a diverse range of activities in a condensed timeframe, play a crucial role in developing various tourism products [5]. Functionally, festivals act as promoters of tourism, contributing to local economic growth [6,7,8,9]. They generate demand during off-peak tourist seasons, and the longer the festival duration, the greater the economic impact due to the participation of various stakeholders, like hotels, restaurants, and souvenir shops [10].

The rich content of festivals attracts both domestic and international visitors, with their length of stay influenced by the diversity of festival activities and the destination’s appeal [11]. Festivals significantly contribute to cultural tourism and the promotion of multiculturalism, shaping the image of tourism destinations [12,13,14,15,16]. Moreover, festivals have a profound socio-cultural impact on local communities, fostering cultural development, instilling pride, and shaping identity within these communities [2]. However, amidst the positive effects, Brown et al., [17] highlighted negative ecological impacts associated with festivals, such as increased waste, heightened water consumption, and noise pollution.

The rising popularity of music festivals, increasingly competitive tourism products [18], centers on events primarily focused on music, attracting numerous enthusiasts [19]. These festivals, often embellished with various thematic activities, emphasize music as their core cultural value, enhancing competitiveness [20]. Typically recurring annually or over days to weeks, music festivals feature a range of artistic programs, predominantly concerts, at single or multiple locations [21]. They serve as arenas for co-created experiences between consumers and various elements like staff and environment [14,22,23], integrating travel and local engagement [24]. Consequently, service quality and visitor experience are crucial to both the festival’s and destination’s success.

The Nisville Jazz Festival is one of the most significant festivals of its kind in Europe, attracting a large number of tourists every year [25]. The festival takes place in the impressive physical context of the Fortress of Nis, and, in this sense, the experience is co-created by appreciating the importance of the monument and taking a flashback to history. Comparing with festivals such as the Montreux Jazz Festival, North Sea Jazz Festival, and Newport Jazz Festival allows for an analysis of various criteria such as attendance numbers, economic impact, and festival duration [14], thereby highlighting the uniqueness and significance of the Nisville Jazz Festival on the international stage. The choice of festival attendees as the target group of the study is justified by their key role in shaping the tourism offer and the economic benefits of the festival, as their satisfaction directly influences recommendations and repeat visits, which is essential for the sustainability and development of the festival.

In addition to contributing to economic and cultural development, music festivals play an important role in promoting sustainable development through responsible tourism. These festivals not only provide an economic boost to the local community but also have the potential to foster socio-cultural exchange that strengthens social cohesion and identity. However, organizing festivals with minimal negative environmental impact is essential for long-term sustainability. The adoption of environmentally friendly practices at festivals, such as waste reduction and conservation of natural resources, contributes to preserving the destination and ensuring a lasting positive impact on the local community.

The primary aim of this study is to assess the service quality at the Nisville Jazz Festival by identifying and analyzing key factors that influenced visitors’ decision to attend the festival. Additionally, the study aims to analyze the factors contributing to their satisfaction with the services utilized during their visit to the festival. The research strives to provide direction for enhancing existing tourist activities that are in an interactive relationship with the festival, all with the goal of improving service quality and achieving a positive impact on the overall experience and satisfaction of visitors. The clearly defined research objective is supported by a precisely outlined methodology, encompassing field research and a systematic analysis of collected data.

2. Literature Review

In tourism, visitor satisfaction plays a key role in loyalty and repeat visits. Happy tourists often become promoters of destinations, contributing to the development and image of places [16,26,27,28,29]. Factors such as health and hygiene, transportation infrastructure, natural and cultural resources, service quality, prices, hospitality, and kindness significantly influence the choice of destination [30,31,32,33,34,35].

The literature indicates that visitor satisfaction at music festivals, such as the Montreux Jazz Festival and the North Sea Jazz Festival, often depends on cultural content and the level of hospitality, suggesting that similar factors may play a key role at the Nisville Jazz Festival, thereby opening the possibility for further analysis and comparison of results [14].

The festival space significantly influences participants, combining tangible (physical environment) and intangible (service quality) aspects that shape their overall experience [36]. Positive experiences lead to satisfaction, which is crucial for long-term relationships and future purchases [37,38,39]. In this regard, research has shown that satisfied visitors are unlikely to choose competitors [40,41] and are more prone to recommendations [36,42].

Studies on festivals, such as those in Cape Town, Taiwan, Italy, Dubai, Africa, and Spain, highlight the importance of festivals in cultural heritage development and promoting event tourism [10,43,44,45,46,47,48]. The authenticity of the festival venue, linked to visitors’ sense of belonging and freedom, significantly affects changes in perception before and after the visit [49,50,51]. Additionally, visitor well-being influences their satisfaction and future behavior, which is crucial for successful tourism marketing [51].

Moreover, integrating sustainable practices into festival management, especially in areas such as waste reduction and resource conservation, is increasingly recognized as essential to preserving destinations’ cultural and environmental value. Music festivals hold the potential to foster socio-cultural exchange, contributing to social cohesion and identity within the local community while minimizing ecological impacts [52]. This dual focus aligns with responsible tourism practices, aiming to achieve long-term sustainability in festival tourism by ensuring positive socio-cultural and economic benefits with minimal environmental harm [10,51].

In Indonesia, jazz festivals are an integral part of the lifestyle of a growing middle class, emphasizing the cultural aspect of tourism [52]. The Brecon Jazz Festival in England demonstrates that combining festivals with anthropogenic attractions enhances tourist satisfaction [53]. Similarly, Spanish festival-goers who engage in additional cultural activities report higher levels of satisfaction [54]. Research during the COVID-19 pandemic revealed the sensitivity of the jazz sector and the need for detailed planning in extraordinary circumstances, highlighting the fragile nature of tourism reliant on large gatherings [55].

In this context, the Service Quality Model (SERVQUAL) model is used to measure service quality, assessing the gaps between expectations and actual experiences of visitors, which is of great importance for festival management [56]. Questionnaires are effective tools for gathering information about visitor characteristics and motivations [49,57,58].

Using the SERVQUAL method, researchers have investigated service quality in various sectors. One author [56] suggested new dimensions for assessing service quality. In Poland, [59] applied SERVQUAL to travel insurance, finding dissatisfaction in staff-related services but satisfaction in tangible aspects. Examining Lake Tianmu in China, the authors of [60] emphasized the importance of infrastructure and past experiences in creating satisfaction. In Malaysia, [61] discovered that mutual satisfaction between hosts and guests, influenced by cultural relations, is vital for quality service. The SERVQUAL model was also applied to the Silesian Museum, demonstrating its applicability beyond traditional service settings [62].

In Serbia, Gajić et al. (2020) emphasized the importance of tangibles, such as marketing materials, reliability in service provision, staff readiness for responsibility, courtesy in safety, and individual attention in empathy for quality tourism services [63]. These studies collectively show SERVQUAL’s versatility in assessing service quality across different contexts and cultures.

In recent years, there has been an increase in the organization of a larger number of smaller jazz festivals in the Balkan region, such as the Novi Sad Jazz Festival, Green Town Jazz in Sombor, Jazz in the Garden in Belgrade, and Jazz Fest in Sarajevo. These festivals still need to improve their marketing to become recognizable on the music tourism scene. Based on these research findings, literary insights, and on-site observations, it can be concluded that Nis and the Nisville Jazz Festival share significant similarities in city branding through hosting festivals. Nis could potentially build a distinctive city image and position itself on the music tourism scene by combining jazz festivals with other natural and anthropogenic attractions, thereby enhancing the experience for numerous tourists.

3. Materials and Methods

3.1. Location of the Study Area

The Nisville Jazz Festival is held every year in August in Nis, the third-largest city in Serbia. Nis, as an economic, university, and cultural center in southern Serbia, is well-connected to major source markets via the E75, E80 highways, railway, and airport. The festival has become a significant cultural and artistic event since 1995, attracting numerous visitors from both Serbia and abroad. It has gained recognition beyond Serbia’s borders, being listed among the top 10 jazz festivals in Europe by a prestigious British magazine and confirming the artistic and cultural impact of Nisville as European Face Of Serbia [64].

Nisville Jazz Festival is a public city event, supported by the Ministry of Culture of the Republic of Serbia, and holds the status of an event of national importance. This cultural event was awarded the “Best of Serbia” statuette for the year 2011, according to the choice of the Ministry of Trade and Services, the Chamber of Commerce of Serbia, and the magazine “Privredni pregled” [65]. Since its inception, the festival has been focused on blending jazz with ethnic traditions from different parts of the world, especially the Balkans. Recognized by the American magazine “Downbeat” [64], Nisville has been evaluated as a festival that effectively promotes jazz, the musical tradition of the Balkans, and their fusion, contributing to presenting Balkan music as a new global trend. Nisville stands out as an authentic part of Nis and Serbia’s cultural and tourism product, an essential component of Serbia’s tourism offerings.

For the purposes of the research, and in accordance with the objectives of this study, a survey questionnaire was utilized. The research was conducted during the Festival in August 2022. Based on the obtained results, a comparative analysis of tourists’ experiences and accompanying activities at the Festival was carried out.

3.2. Instrument

The questionnaire was created based on the methodological approach applied in the works of [49,66]. To formulate the survey questionnaire, experiences from the works of Parasuraman [67] were used, as the first authors who conceived and perfected the SERVQUAL models. In the initial phase, 29 attributes were selected, which, after a pilot analysis (conducted by the Nisville Jazz Festival organizers and their team), were reduced to 22 relevant attributes that entered the survey questionnaire. The questionnaire consisted of three parts. The first part of the questionnaire related to demographic characteristics of users, examining variables such as gender and age of visitors, nationality, education, and type of tourists (domestic and foreign). The second part of the questionnaire included questions about the motives and reasons for tourists’ movement that significantly influenced their decision to visit the Nisville Jazz Festival. The third part of the questionnaire pertained to the degree of satisfaction of tourists with the attributes and services at the festival. Attributes were evaluated using a five-point Likert scale, where a rating of 1 indicated completely unimportant and a rating of 5 indicated very important in the “Importance” section, and in the “Performance” section, a rating of 1 indicated “very poor” and a rating of 5 indicated “excellent”. The internal validation of the questionnaire was confirmed through CFA (Confirmatory Factor Analysis). Two factors were identified. The first factor is dominated by questionnaire items related to performance (21 out of 24), while the second factor is dominated by items related to importance (19 out of 20).

The questionnaire was prepared in two languages: English and Serbian.

3.3. Collecting Data

Data were gathered from 11 to 14 August 2022. Surveys were distributed using a standard paper-and-pencil questionnaire among visitors during the Festival. The target subjects were both domestic and foreign tourists. Respondents were briefed on the general purpose of the study, and their participation was voluntary. The questionnaire was most commonly filled out by respondents who attended this event in organized group visits to the festival.

3.4. Respondents

Respondents in the study included both domestic and foreign visitors to the festival, ranging in age from 18 to 60 years. The total number of respondents was 250, with 227 of them deemed eligible for further research. The sample is predominantly composed of women (55.9%). Analysis of the age structure of the visitors indicates that the largest group of respondents falls within the 20–29 age range (41%). The majority of festival participants state that those with higher education are the most numerous (48%) among the total number of surveyed individuals. The national affiliation of event attendees is homogeneous, with the majority being domestic tourists (85%). Detailed socio-demographic characteristics of the respondents are presented in

Table 1. Demographic characteristics of respondents (n= 227).

	Frequency	%
Gender
Male	100	44.1
Female	127	55.9
Age
18–19	34	15.0
20–29	93	41.0
30–39	34	15.0
40–49	30	13.2
50–59	30	13.2
Over 60	6	2.6
Educational attainment
Primary education	11	4.8
Secondary education	62	27.3
Higher education	45	19.8
Higher education (University)	109	48.0
Type
Domestic visitors	195	84.9
Foreign visitors	32	15.1

.

3.5. Methods

The obtained data were analyzed using the Statistical Package for Social Sciences (SPSS) software version 20. A significant level of α = 0.05 was chosen for all statistical tests. Initially, the Kolmogorov–Smirnov test was conducted to examine whether the distributions of the analyzed dimensions significantly deviate from a normal distribution. The results of this test indicated that the distributions of all dimensions closely approximate a normal distribution. Therefore, the use of parametric methods is justified.

Based on the conducted analysis, the research focuses on the ratings of the importance and fulfillment of expectations for various factors influencing visitor satisfaction at the Nisville Jazz Festival. The dimensions analyzed include Cultural Content, Accessibility, Comfort, Kindness, Amenities, and Safety and Cleanliness. Within the methodological framework, factor analysis and ANOVA were used to determine differences among different demographic groups. The statistical consistency of the results was confirmed by the Kolmogorov–Smirnov test, which allows for a reliable interpretation of the obtained data and the identification of significant differences between groups.

Analyses applied to compare the attitudes of different respondent categories included the independent samples t-test and ANOVA. Differences between male and female respondents, as well as between domestic and foreign visitors, were examined using the t-test. ANOVA was employed to investigate attitudes among respondents of different age categories and educational levels. In order to reduce the dimensionality of the problem and group items carrying the same or similar information, Principal Component Analysis (PCA) and its extension, Factor Analysis, were utilized, incorporating Varimax rotation. The extracted factors represent different components of cultural and other content that are significant for the respondents. The reliability of the questionnaire was assessed using Cronbach’s alpha method. Importance-Performance Analysis (IPA) indicated the strengths and weaknesses of the identified factors in event tourism. Several researchers in the field of hospitality [66] and tourism [68] have employed the same method.

4. Results

4.1. Factor Analysis of the Quality of Cultural and Other Content of the Festival

In order to group survey questions into dimensions aimed at explaining the same aspects of the quality of cultural and other content of the festival, factor analysis was employed. The factor extraction method used was the principal component analysis, and Varimax rotation was applied to the basic solution. Six factors were extracted, describing a total of 68.58% variance of all included variables. The justification for this method was confirmed by the Kaiser–Meyer–Olkin Measure of Sampling Adequacy, which was high at 0.820, while the presence of significant correlation among the original variables was confirmed by Bartlett’s Test of Sphericity (sig = 0.000). The reliability of questionnaire items was confirmed using Cronbach’s alpha method. The value of the Cronbach’s alpha coefficient for each of the obtained factors is greater than 0.7 (

Table 2. Results of factor analysis—amount of explained variance and results of the reliability analysis of obtained factors.

		Loading	Eigenvalue	% of Explained Variance	Cronbach’s α
F1 Cultural content	Music	0.848	3.348	15.218	0.846
	A large number of famous performers	0.773
	Event authenticity	0.765
	Quality of accompanying content	0.676
	Specificity of the venue	0.521
	Open stage	0.505
F2 Affordability	Ticket price	0.855	3.175	14.433	0.884
	Price of ticket packages	0.829
	Beverage prices	0.804
	Food price	0.780
F3 Convenience	The quality of boarding accommodation	0.864	2.198	9.992	0.741
	Close to the hotel	0.802
	Parking	0.659
F4 Kindness	Kindness	0.822	2.197	9.984	0.723
	Warmth	0.790
	Attractiveness of the locality	0.591
F5 Amenities	Workshops	0.709	2.112	9.599	0.709
	Traffic position	0.687
	Accessibility	0.675
F6 Safety and cleanliness	Hygiene	0.788	2.058	9.356	0.748
	Space equipment	0.724
	Safety	0.657

).

The first factor (F1) is named “Cultural content”. This factor explains over 15% of the total variance with a reliability of 0.85. Categories encompassed by this factor include music, a large number of famous performers, event authenticity, the quality of accompanying content, the specificity of the venue, and an open stage. The second factor (F2) is “Affordability”. In this factor, four components—ticket price, price of ticket packages, beverage prices, and food prices—account for 14.4% of the total variance, with a reliability of 0.88. The third factor (F3) explains 10% of the total variance with a reliability of 0.74. This factor is named “Convenience”. The fourth factor (F4), “Kindness”, explains approximately 9.98% of the variance, and Cronbach’s alpha indicates high reliability (α = 0.723). The fifth factor (F5), “Amenities”, explains 9.6% of the total variance, with a reliability of 0.7. The last factor, (F6) “Safety and cleanliness”, explains 9.35% of the variance, while Cronbach’s alpha is 0.748.

4.2. IPA Analysis of the Factors Extracted in the Factor Analysis

All six extracted factors from the factor analysis were examined in terms of their significance to respondents and their achievement of respondents’ expectations (performance) during a music festival like the Nisville Jazz Festival. Based on the mean values of the corresponding items, scores were obtained for both the importance and the performance of each factor for the IPA matrix. An IPA network was then formed based on these scores.

IPA, first introduced by Martilla and James [69], identifies which product or service attributes a firm should focus on to enhance customer satisfaction [70]. Since then, IPA has been widely applied in hospitality and tourism research, gaining significant popularity in different sectors of tourism and hospitality. In tourism, it has been applied by Duke and Persia [71], Evans and Chon [72], and Wade and Eagles [73].

Figure 1 illustrates the relationship between the importance and fulfillment of expectations for the observed six service dimensions. The entire domain surface is divided by one horizontal and one vertical line, corresponding to the average values of overall importance and overall achievement of expectations.

In the upper right corner are dimensions that are of high importance and have a high level of expectation fulfillment. It would be ideal to have as many points as possible in this part of the graph. In the lower right part, there should be dimensions that have low importance for clients but a high level of expectation fulfillment. It is not bad if some service dimensions are also located in this part of the graph. In the upper left part, there should be dimensions that have high importance but a low level of expectation fulfillment, and this part should have as few points as possible. In the lower left corner, there should be dimensions that have low importance and a low level of expectation fulfillment.

In Figure 1, it can be observed that the factors “Cultural content” and “Kindness” are well-positioned. Both have above-average values in both importance and expectation fulfillment. The remaining four dimensions are in the left half below average values of expectation fulfillment, indicating that improvement is needed on these dimensions. What is somewhat reassuring for now is that the average ratings of expectation fulfillment on these four dimensions are equal to or higher than the importance ratings (

Table 3. Descriptive measures of factors and items defining each factor.

		Importance		Performance
	N	Mean	Std. Dev	Mean	Std. Dev
F1—Cultural content	227	4.09	0.71	4.22	0.78
Music	227	4.60	0.81	4.40	0.93
A large number of famous performers	227	4.07	1.01	4.03	1.06
Event authenticity	227	4.30	0.96	4.38	0.89
Quality of accompanying content	227	4.00	1.07	4.18	0.97
Specificity of the venue	227	3.62	1.29	4.19	1.08
Open stage	227	3.94	1.20	4.28	0.90
F2—Affordability	227	3.75	0.99	3.82	0.94
Ticket price	227	3.82	1.23	3.82	1.14
Price of ticket packages	227	3.95	1.22	3.99	1.06
Beverage prices	227	3.76	1.20	3.77	1.10
Food price	227	3.49	1.26	3.71	1.09
F3—Convenience	227	2.82	1.21	3.56	0.93
The quality of boarding accommodation	227	2.71	1.35	3.54	1.15
Close to the hotel	227	2.81	1.38	3.84	1.08
Parking	227	2.93	1.44	3.29	1.18
F4—Kindness	227	3.99	0.88	4.31	0.69
Kindness	227	4.31	0.95	4.48	0.79
Warmth	227	4.22	1.04	4.52	0.76
Attractiveness of the locality	227	3.44	1.37	3.93	1.03
F5—Amenities	227	3.44	0.99	3.90	0.80
Workshops	227	3.49	1.26	3.89	1.00
Traffic position	227	3.21	1.34	3.76	1.03
Accessibility	227	3.63	1.20	4.05	0.98
F6—Safety and cleanliness	227	3.53	0.99	3.77	0.80
Hygiene	227	3.27	1.23	3.48	0.99
Space equipment	227	3.38	1.26	3.73	0.94
Safety	227	3.95	1.25	4.08	1.01

).

4.3. t-Test Results—Observed Factors Between Genders

Differences between genders in the average ratings of observed factors, both in terms of importance and fulfillment of expectations, were tested using the t-test. Prior to this, normality of the data distribution was confirmed in both male and female subsamples using the Kolmogorov–Smirnov test (

Table 4. Differences in the average ratings of the observed factors between genders in terms of importance and fulfillment of expectations.

				Importance				Performance
	Genders	N	Mean	Std. Dev	T	sig	Mean	Std. Dev	t	sig
F1 Cultural content	Male	101	3.92	0.75	−3.264	0.001	101	4.10	−2.148	0.033
	Female	129	4.22	0.64			129	4.32
F2 Affordability	Male	101	3.51	0.99	−3.286	0.001	101	3.76	−0.849	0.397
	Female	129	3.93	0.95			128	3.87
F3 Convenience	Male	101	2.65	1.14	−1.903	0.058	101	3.54	−0.281	0.779
	Female	129	2.95	1.25			128	3.57
F4 Kindness	Male	101	3.86	0.82	−2.006	0.046	101	4.19	−2.441	0.015
	Female	128	4.09	0.91			128	4.41
F5 Amenities	Male	101	3.34	0.93	−1.412	0.159	101	3.84	−1.056	0.292
	Female	129	3.52	1.02			128	3.95
F6 Safety and cleanliness	Male	101	3.30	0.96	−3.290	0.001	101	3.71	−0.969	0.333
	Female	129	3.72	0.98			128	3.81

).

Significant differences in terms of average ratings of factors in the importance section exist between men and women for all factors except amenities and convenience. These differences favor female respondents, meaning women attribute greater importance to these service dimensions. Regarding the fulfillment of expectations, significant differences between men and women exist for cultural content and kindness. In this case as well, women have higher scores, indicating a higher level of expectation fulfillment.

Differences between domestic and foreign visitors in the average ratings of observed factors, both in terms of importance and fulfillment of expectations, were tested using the t-test. Prior to this, normality of the data distribution was confirmed in both subsamples using the Kolmogorov–Smirnov test. The results of the t-test indicated that there are no significant differences in the average values of any factor, neither in terms of importance nor in terms of the level of fulfillment of expectations, between foreign and domestic festival visitors.

4.4. Differences in Average Ratings of Observed Factors

Differences between age groups in the average ratings of observed factors, both in terms of importance and fulfillment of expectations, were tested using ANOVA. In the comparison of individual pairs of age groups, a post hoc Tukey test was conducted. Categories that share the same letter in superscript do not differ significantly. Prior to this analysis, normality of the data distribution was confirmed in each age group using the Kolmogorov–Smirnov test (

Table 5. Differences in the average ratings of observed factors between age groups with a post hoc Tukey test and Kolmogorov–Smirnov test for normality.

		Importance
	Age	Until 19	20–29	30–39	40–49	50–59	over 60	F	Sig
F1 Cultural content	Mean	3.61	4.12	4.15	4.36	4.28	3.69	5.520	0.000
	St. Dev.	0.88	0.65	0.70	0.47	0.61	0.69
F2 Affordability	Mean	3.31	3.80	3.77	3.77	3.83	4.58	2.330	0.043
	St. Dev.	1.12	0.95	0.95	0.91	1.03	0.49
F3 Convenience	Mean	3.00	2.51	3.20	2.94	2.97	3.11	2.410	0.037
	St. Dev.	1.18	1.20	1.24	1.19	1.16	0.91
F4 Kindness	Mean	3.67	3.98	4.04	4.07	4.19	4.22	1.369	0.237
	St. Dev.	0.97	0.82	0.95	0.83	0.89	0.81
F5 Amenities	Mean	3.33	3.40	3.45	3.60	3.61	3.11	0.566	0.726
	St. Dev.	1.06	0.91	0.88	1.13	1.09	1.26
F6 Safety and cleanliness	Mean	3.27	3.52	3.60	3.94	3.57	2.89	1.959	0.086
	St. Dev.	1.01	0.99	0.86	0.87	1.00	1.60
		Performance
	Age	Until 19	20–29	30–39	40–49	50–59	Over 60	F	Sig
F1 Cultural content	Mean	3.68	4.27	4.35	4.29	4.45	4.28	4.276	0.001
	St. Dev.	0.96	0.76	0.46	0.70	0.76	0.99
F2 Affordability	Mean	3.55	3.69	4.07	4.08	3.93	4.13	0.2.078	0.069
	St. Dev.	0.92	0.94	0.93	0.83	0.94	1.08
F3 Convenience	Mean	3.47	3.57	3.52	3.74	3.43	3.78	0.444	0.817
	St. Dev.	0.87	0.82	0.88	1.11	1.19	1.19
F4 Kindness	Mean	4.08	4.37	4.41	4.35	4.19	4.56	1.381	0.233
	St. Dev.	0.86	0.64	0.64	0.64	0.72	0.58
F5 Amenities	Mean	3.49	4.01	3.98	4.00	3.94	3.28	3.084	0.010
	St. Dev.	0.93	0.67	0.91	0.84	0.71	0.77
F6 Safety and cleanliness	Mean	3.62	3.76	3.72	4.06	3.87	3.11	1.942	0.088
	St. Dev.	1.04	0.72	0.83	0.69	0.68	0.89

).

Based on the significance of the ANOVA, it is concluded that significant differences between age groups exist in terms of importance for cultural content, affordability, and convenience. The results of the post hoc Tukey test for individual age groups indicate the following. For cultural content, the lowest value was recorded for the youngest respondents. They significantly differ from respondents in the age categories 40–49 and 50–59. Respondents in the category over 60 significantly differ from those in the 40–49 category, which recorded the highest value. For “Affordability”, a significant difference was observed only between the youngest (with the lowest score) and the oldest (with the highest score) respondents. “Convenience” is most important for respondents in their thirties and the youngest respondents, while it is least important for respondents in their twenties. These categories differ significantly. The remaining three age categories are between them and do not differ statistically significantly from either the categories with the lowest or the highest scores. In terms of fulfillment of expectations, significant differences between age categories exist for cultural content and amenities. Observing “Cultural content”, it can be concluded that there is a significant difference between respondents in the 50–59 category, who have the highest scores, and the youngest respondents, who have the lowest scores. For “Amenities”, the highest values of expectation fulfillment are for respondents in their twenties and forties, while the lowest values are for the oldest respondents, and this difference is statistically significant.

Differences between educational categories in the average ratings of observed factors, both in terms of importance and fulfillment of expectations, were tested using ANOVA. Differences between individual categories were tested using the Tukey test. Categories that share the same letter in superscript do not differ significantly. Prior to this analysis, normality of the data distribution was confirmed in each educational category using the Kolmogorov–Smirnov test (

Table 6. ANOVA results: differences in average ratings of observed factors between educational categories with a post hoc Tukey test and Kolmogorov–Smirnov test for normality.

			Importance
	Educational Attainment	Primary Education	Secondary Education	Higher Education	Higher Education (University)	F	Sig
F1 Cultural content	Mean	3.00	3.99	4.13	4.23	11.152	0.000
	St. Dev.	0.80	0.68	0.64	0.65
F2 Affordability	Mean	2.73	3.82	3.85	3.75	3.984	0.009
	St. Dev.	0.99	0.98	0.90	0.99
F3 Convenience	Mean	2.80	2.88	2.89	2.75	0.231	0.874
	St. Dev.	1.14	1.15	1.23	1.25
F4 Kindness	Mean	3.33	4.09	4.14	3.92	2.881	0.037
	St. Dev.	1.01	0.78	0.72	0.95
F5 Amenities	Mean	2.67	3.62	3.45	3.41	2.842	0.039
	St. Dev.	0.82	0.94	0.95	1.01
F6 Safety and cleanliness	Mean	2.87	3.40	3.59	3.65	2.531	0.058
	St. Dev.	0.69	1.01	1.02	0.97
			Performance
	Educational Attainment	Primary Education	Secondary Education	Higher Education	Higher Education (University)	F	Sig
F1 Cultural content	Mean	3.25	4.18	4.26	4.33	6.343	0.000
	St. Dev.	1.19	0.68	0.66	0.78
F2 Affordability	Mean	3.15	3.79	3.98	3.84	2.211	0.088
	St. Dev.	0.38	0.99	0.81	0.97
F3 Convenience	Mean	3.20	3.66	3.62	3.50	0.953	0.416
	St. Dev.	0.67	0.92	1.07	0.90
F4 Kindness	Mean	3.97	4.29	4.37	4.33	1.015	0.387
	St. Dev.	0.66	0.77	0.54	0.69
F5 Amenities	Mean	3.13	3.94	3.93	3.93	3.319	0.021
	St. Dev.	0.88	0.79	0.74	0.80
F6 Safety and cleanliness	Mean	3.27	3.71	4.03	3.74	3.138	0.026
	St. Dev.	1.20	0.86	0.69	0.74

).

Based on the significance of ANOVA, it is concluded that significant differences exist between educational categories regarding the importance of “Cultural content”, “Affordability”, “Kindness”, and “Amenities”. Components such as “Cultural content”, “Affordability”, and “Amenities” are perceived as least important by respondents with the lowest level of education, while they are considered more important in other educational categories. This difference is statistically significant. Observing “Kindness”, it can be concluded that respondents with elementary education have significantly lower scores than respondents with secondary and higher education. Respondents with higher education are situated between these two groups, not differing significantly from either. In terms of fulfilling expectations, significant differences exist for cultural content, affordability, amenities, and safety and cleanliness. For “Cultural content”, “Affordability”, and “Amenities”, respondents with the lowest level of education again gave the lowest scores, while other educational categories gave statistically significantly higher scores. In the case of “Safety and cleanliness”, it can be concluded that respondents with elementary education have significantly lower scores than respondents with higher education. Respondents with secondary and higher education are in the middle, not differing significantly from the extremes.

5. Discussion

The findings of this study are consistent with the results of research that have examined visitor satisfaction at music festivals, creating consistency and contributing to a better understanding of festival tourism [5,7,10,14,21,32,45,48,49,50]. Research in this field highlights key factors such as cultural content, service quality, hospitality, and accessibility in shaping visitor satisfaction. In this context, the results from the Nisville Jazz Festival particularly emphasize the importance of cultural content and staff kindness as key elements that significantly contribute to overall visitor satisfaction.

The cultural content dimension (F1) emerged as the most significant factor, explaining over 15% of the total variance, with a high reliability score of 0.85. This aligns with previous studies on festivals like the Montreux Jazz Festival and North Sea Jazz Festival, where cultural content and hospitality play crucial roles in shaping visitor experiences [74]. The significance of carefully selected musical performances and the presence of renowned artists has also been identified as key in these studies. The positive correlation between cultural content and visitor satisfaction observed at the Nisville Jazz Festival confirms the thesis that festivals should prioritize high-quality cultural programs to build long-term relationships with visitors and encourage repeat attendance. Additionally, the emphasis on high-quality cultural content contributes to the cultural sustainability of the festival, preserving local traditions and fostering an appreciation of jazz culture that enriches the socio-cultural landscape of Nis. This approach promotes a sustainable cultural experience that supports local community identity and strengthens cultural heritage.

Accessibility (F2) was also a significant dimension, accounting for 14.4% of the total variance. The importance of pricing strategies for tickets, food, and beverages is well-documented in the literature, particularly in studies examining the impact of economic accessibility on visitor satisfaction [75]. The findings of this study align with research on festivals such as the Brecon Jazz Festival, where accessibility played a key role in shaping tourist satisfaction, particularly among middle-class visitors [76]. The results suggest that competitive pricing can enhance the festival experience and contribute to repeat visits, highlighting the need for careful pricing strategies in festival management. The role of friendliness and hospitality, along with accessibility to local culture, aligns with the principles of socio-cultural sustainability, as it builds meaningful connections between visitors and the local community, promoting mutual respect and cultural exchange.

The dimensions of amenities (F3), friendliness (F4), and infrastructure (F5) further complement the literature on festival tourism. The amenities factor, which includes proximity to hotels and parking facilities, proved to be less significant in this study, but its importance should not be underestimated. Previous research on large festivals like the Cape Town Jazz Festival has shown that logistical convenience plays a role in enhancing the overall visitor experience [77]. However, in the case of the Nisville Jazz Festival, cultural content and friendliness were more dominant factors in visitor satisfaction.

High ratings for friendliness reflect the importance of hospitality, a theme frequently discussed in the literature on festival tourism. Studies on festivals in Italy, Spain, and African countries emphasize the role of local warmth and friendliness in shaping a positive visitor experience [78,79,80]. The findings of this study confirm the importance of friendliness, with warmth and attractiveness of the venue significantly contributing to satisfaction.

The factor of safety and cleanliness (F6) also plays a crucial role in visitor satisfaction, which is consistent with the literature on tourism during the COVID-19 pandemic [81]. Ensuring a safe and clean environment is now more important than ever for festival organizers. In this study, safety and cleanliness contributed to satisfaction, although not as prominently as cultural content and friendliness. Nevertheless, maintaining high hygiene and safety standards remains a key aspect of ensuring a positive visitor experience in the postpandemic era.

The gender differences observed in this study, particularly regarding the importance and performance of cultural content and friendliness, provide additional insights into visitor preferences. Female respondents consistently rated these factors higher than their male counterparts, which aligns with studies suggesting that women may have higher expectations regarding service quality and hospitality in tourism [82]. Understanding these gender-based preferences is crucial for festival organizers to tailor their offerings to different audience segments.

The IPA framework used in this study provides a useful tool for festival organizers to prioritize areas for improvement. The factors of cultural content and friendliness are well-positioned in the IPA matrix, indicating that the Nisville Jazz Festival successfully meets visitor expectations in these areas. However, the dimensions of accessibility, amenities, infrastructure, and safety and cleanliness require attention, as they scored below average in terms of fulfilling expectations. These findings align with other festival studies that have used IPA to identify service shortcomings and prioritize resources for improvement [83,84,85].

6. Conclusions, Limitations, and Future Directions

The research has shown that cultural content and kindness play a crucial role in visitor satisfaction at festivals, while factors such as accessibility and facilities require improvement. These insights are significant for the transformation of the tourism sector through the application of innovations and technologies, which enable more effective fulfillment of visitor needs. Sustainable development in tourism, particularly in the context of festivals, relies on the preservation of cultural heritage and the strengthening of local communities, thereby achieving mutual benefits for visitors and hosts. By prioritizing cultural content and social responsibility, festivals can enhance social cohesion and identity, which is essential for sustainable tourism practices. To ensure that the festival remains attractive and relevant, it is important to focus on strategic aspects that align with the diverse demographic profiles of visitors.

The study on the quality of services at the Nisville Jazz Festival in the city center of Nis provides opportunities for improving the image and attracting tourists. For successful tourism, it is essential to have professional marketing and communication teams that can present intangible tourist services and experiences, which is a challenge, especially in the context of musical events [86,87]. Festivals are emerging as a fast-growing sector of the tourism and leisure industry and can significantly impact host communities [1,88,89]. Through this interaction between festivals and the local community, sustainability can be achieved through inclusive practices that consider the interests and needs of all stakeholders. In this regard, communities must change their attitude toward tourism and tourists to achieve greater economic growth and tourist satisfaction. It is imperative that all participants in tourism, especially tourist managers and organizers, understand how important and complex this phenomenon is for tourist satisfaction [90,91].

This research provides significant insights into the factors influencing visitor satisfaction, with an emphasis on segmented attitudes toward convenience factors. The connection between visitor satisfaction and sustainable development indicates that festival practices focusing on cultural values and ecological aspects can enhance the overall visitor experience and contribute to the sustainable development of destinations. In the future, it is recommended to continuously monitor and evaluate visitor satisfaction through longitudinal studies that will enable a deeper understanding of changes in expectations and needs of visitors over time. Considering these findings, the festival can further enhance its strategies to achieve sustainable development in tourism.

Future studies should focus on analyzing tourist behavior during travel, especially those influenced by cultural events in various geographic and cultural settings. Moreover, factors such as accessibility, comfort, amenities, and safety indicate a need for improvement. For instance, in this research, accessibility achieved an average expectation fulfillment score of only 3.56, suggesting that efforts should be directed toward enhancing this aspect.

In light of these findings, future research should include more detailed profiling of tourists attending events, using a broader range of segmentation criteria. Such studies can assist destinations and tourism service providers in directing their efforts toward specific tourist segments based on their unique beliefs about the quality of services and experiences during events.