Only Jesus in the Cause: Faith and Crowding Perception in Religious Event

• Autor(a) principal: Quezado, Izabelle
• Data de Publicação: 2016
• Outros Autores: Frota, Antônio Jackson Alcântara, Costa, Josimar Souza, Arruda, Danielle Miranda de Oliveira, Mota, Gabriel
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/12146
• topic: Perception of Crowding; Religious Festival; Religious Faith.; Percepção de crowding; Evento religioso, Fé religiosa.

Considering the relevance of religious tourism in cultural and economic fields, this study aims to analyze faith as a moderator of the effect of perceived crowding on consumers emotions and satisfaction in crowded religious festival. The research is quantitative and descriptive due to its objective. This is a field study using the technique of Structural Equation Model. The results suggest the positive influence of perception of crowding in satisfaction. However, negative emotions did not mediate this relationship, only positive emotions did. Moreover, results support that faith can enhance positive emotions and reduce the extent to which consumers perceive negative experiences in a dense religious festival situation.