THE EFFECTS OF SERVICE AND INFRASTRUCTURE QUALITY ON TOURIST SATISFACTION AND REVISIT INTENTIONS: INSIGHTS FROM NORTHERN GREECE

The aim of this paper is to investigate the satisfaction of visitors attending the Christmas event "Oneiroupoli" (Dreamland) which is held every Christmas in the city of Drama, in Greece. In specific, this study examined visitors' satisfaction with the provided services and infrastructures in the area as well as their revisit intentions. In addition, it was explored whether visitors would recommend visiting Drama to their friends and whether they would be interested in participating in other activities during their visit to Oneiroupoli. To achieve the aims of the study, 503 questionnaires were completed by visitors attending "Oneiroupoli" and to analyze the collected data, descriptive statistics, the non-parametric Friedman test and categorical regression analysis were performed. Results showed that most visitors had visited the area again in the past and were satisfied more with services than infrastructures. However, the results have clearly indicated that the services for parents with four children and for unmarried visitors ought to be improved. In terms of infrastructure, visitors' responses have shown that the road network needs to be improved. In addition, most respondents would be interested in participating in activities like mountaineering, cycling and skiing while attending Oneiroupoli. At the same time, they would recommend this destination to their friends so they can also enjoy the local natural wealth, cultural activities and Oneiroupoli. The results of this study could be particularly useful to policymakers and relevant stakeholders in order to exploit natural resources and to enhance the services provided to visitors.