The moderating effect of place attachment on the relationship between festival quality and behavioral intentions

The main purpose of the study is to examine an impact of festival quality on behavioral intentions and investigate the role of place attachment (PA) as a moderator between festival quality and behavioral intentions. Data were collected from the visitors of the 2013 Seoul Lantern Festival in South Korea. Results show that festival quality has a significant direct impact on behavioral intentions to revisit, spread word of mouth (WOM), and engage in pro-environmental behavior. The study also reveals that PA moderates the effect of festival quality on behavioral intentions, suggesting the differential impact of festival quality based on the level of PA. The study suggests that festival organizers may want to focus on program and esthetics to promote visitors’ return and positive WOM. Festival organizers may also want to customize quality management strategies based on visitors’ level of PA.     

INVESTIGATING DIFFERENCES IN ANTECEDENTS TO VALUE BETWEEN FIRST‐TIME AND REPEAT FESTIVAL‐GOERS

This study aimed to capture the underlying quality dimensions (value antecedents) that distinguish between first‐timers and repeaters and that cultivate festival loyalty. Structural relationships were analyzed across the quality dimensions, value, and loyalty for first‐time and repeat visitors. Structural equation modeling revealed that program and convenient facilities alone were antecedents to value for repeaters, whereas food and souvenir, as well as program and convenient facilities, were value antecedents for first‐timers. Specifically, repeat visitors showed stronger relationships on program value and convenient facility value than did first‐time visitors. On the other hand, first‐time visitors associated more strongly with relationships on food value and souvenir value than did repeat visitors. This distinction resulted in a stronger value‐loyalty relationship for repeat visitors than for first‐time visitors. These findings contribute to the understanding of festival‐attendee behavior and thus, provide researchers and practitioners with insights into how to design a festival in such a way that promotes repeat visitors.     

The Influence of Food Expenditure on Tourist Response to Festival Tourism: Expenditure Perspective

Festival tourism, which combines the theme of a festival with the local characteristics of an area, has become an extremely attractive marketing method in recent years. In addition, local food and beverages are items that many visitors enjoy consuming and that can become attractions in their own right. The aims of this study are: (a) based on expenditure theory, to explore how spending on food and beverages and other items such as accommodations and transportation influences intentions to revisit and make positive recommendation; and (b) to examine whether or not tourists with different lifestyles use or experience different sources of information, evaluation criteria and travel expenses. A questionnaire survey was conducted using visitors to the 2009 Penghu Sea fireworks festival, and 308 valid samples were collected. The results were as follows. First, food and beverages had a significant positive influence on revisit and recommendation intentions. Second, the total expenditure on a tourist visit had a significantly negative effect on revisit and recommendation intentions. Third, there were statistically significant differences with regard to information searching, evaluation criteria and tourism expenditure among tourists with different lifestyles. Based on these results, we can conclude that food and beverage expenditure during festival tourism is an important factor in whether or not tourists plan to revisit an area and recommend it to others. The findings also show that more tourists can be attracted if festivals are well suited to local conditions and characteristics (such as the availability of seafood in the example examined in this work).     

Investigating the role of festivalscape in culinary tourism: The case of food and wine events

This paper analyses the importance of festivalscapes in determining emotions, satisfaction and future behavior of participants at food and wine events. The study applies a structural equation model (SEM) with latent variables to survey responses of visitors to the “Friuli DOC” Italian festival. The main results are that festivalscape and emotions have significant direct effects on satisfaction, which in turn has a significant effect on behavioral intention. The effects of the festivalscape on visitors' future behavior are only indirect and mediated by satisfaction. Thus, in order to enhance their visitors' behavioral intentions, festival organizers should monitor emotions and satisfaction deriving from the subjective perception of exogenous characteristics as food and wine quality, comfort and entertainment.     

Behavioral intention of visitors to an Oriental medicine festival: An extended model of goal directed behavior

Despite the importance of Oriental medicine festivals to Oriental medical tourism, little research has been conducted to understand the behavioral intention of visitors to these festivals. Therefore, this study examines the behavioral intention of visitors to a Korean Oriental medicine festival. This study employs the extended model of goal-directed behavior (EMGB) that incorporates two constructs related to Oriental medicine festivals: the Oriental medicine image of festival site (image) and the perception of Oriental medicine (perception). An on-site survey was conducted with 423 visitors attending the Sancheong Herbal Festival in South Korea. Results reveal that attitude, subjective norm, and positive anticipated emotion influenced visitors' desire to attend the festival, which, in turn, influenced their behavioral intentions. Two constructs of image and perception formed positive and significant relationships with attitude toward attending the festival. Practical implications of the study results are discussed.     

Relationship between Perceived Risk,Evaluation, Satisfaction,and Behavioral Intention: A Case of Local-Festival Visitors

This study analyzes the relationship between perceived risk, evaluation, satisfaction, and behavioral intention of tourists attending a local festival. Based on a survey with a sample of 465 respondents attending a local festival in South Korea, a structural equation model (SEM) is proposed that involves festival-related perceived risk, perceptual evaluation, overall satisfaction, and behavioral intention for future attendance at this and other festivals. Firstly, the results show that while risk may lead to a negative perception of a festival, it has no effect on satisfaction or subsequent behavioral intention. Secondly, the results show that direct causality exists between perception, satisfaction and future intention. Thirdly, a demand for diversity in programs determines perceptions of risk, which in turn permits a segmentation of visitors based on these characteristics. The findings of this study contribute to successful planning and marketing strategies to meet the demands of psychologically segmented tourists, especially in festival studies.     

The way of generation Y enjoying Jazz festival: a case of the Korea (Jarasum) music festival

ABSTRACT

Research studies about the attributes of music festival experiences and the effect of information technology in music festival help us to understand Millennials. With the purpose of providing more insights about the perception and behavior of young people at a festival, this study aims to investigate how festival attributes and the interactivity of information sources affect festival attendee satisfactions and behavioral intentions in a music festival. The results are expected to assist festival organizers in managing and implementing market-oriented service strategies to improve the quality of festivals and therefore to enhance the attendee satisfactions and their behavioral intentions.     

The effect of environmentally friendly perceptions on festival visitors’ decision-making process using an extended model of goal-directed behavior

This study examined the effect of environmentally friendly perceptions on the behavioral intention of visitors at the Boryeong Mud Festival in South Korea. The results of the on-site survey (N = 400) reveal that three environmentally friendly perceptions formed positive and significant causal relationships with the constructs in the extended model of goal-directed behavior (EMGB). Attitude, subjective norm, and positive anticipated emotion affected desire, which, in turn, influenced the behavioral intention. Three elements, volitional, non-volitional, and emotional aspects, were proven to be crucial in comprehending the perceptions and behaviors of the nature-based festival attendees. The findings of this study will shed light on a better understanding of the decision-making processes of festival visitors when environmental issues are incorporated.     

How the introduction of concepts of energy saving and carbon reduction (ESCR) can affect festival visitors’ behavioural intentions: an investigation using a structural model

This study investigates the relationships across a behaviour model of festival visitors based on a major festival encouraging energy saving and carbon reduction (ESCR). Using the 2010 Taipei International Flora Exposition (Taiwan) as a case study, 275 visitors completed a questionnaire, the answers to which were assessed using a structural equation model to test the behaviour model and its six hypotheses. The results showed that behaviour intentions are the best predictors of “value orientation”, “motivation for visiting”, “visitor experience” and “attitude towards behaviour”. Specifically, a highly positive correlation between visitors’ motivations and their experiences was found, suggesting that the presentation of festival activities influences visitors’ perceptions. The ESCR curriculum design and pedagogy, especially the inclusion of reflective learning, was found to be very important for the successful planning of future events, as was green transportation using advanced, energy-saving vehicles and effective waste processing and disposal at the site. Prior studies have explored links between festival tourism and behavioural change, but have often focused on Western contexts; this study provides an Asian cultural setting. Suggestions are made for future research.     

Potential for collaboration among agricultural food festivals in Korea for cross-retention of visitors

Abstract

This study examines visitor intentions to attend different agricultural food festivals within the same region to explore whether they can collaborate to promote cross-visits. Building upon the literature on co-branding and satisfaction, this study proposes the direct effect as well as the mediating roles of involvement and variety seeking between visitor satisfaction with a current festival and behavioral intentions to visit similar festivals. The results found that all relationships appeared to be positive and significant as conceptualized and visitor intentions to attend similar festivals were as high as those to visit the festival that had been attended again. Furthermore, comparison of three models suggested that the partial mediation model (PMM) is a significant improvement over the direct effect (DEM) and full mediation (FMM) models. This study seeks to make both theoretical and practical contributions to agricultural food festivals and rural tourism, specifically to the cross-retention potential of visitors to relevant festivals.     

旅游节庆节目编排质量的探索研究与实例验证

文章以游客体验、利益相关者关系和项目管理为理论支撑,归纳提出了旅游节庆活动节目编排质量的理论模型,并通过调查问卷结构方程模型分析对这一模型进行了实证检验。经修改后,该模型的正确性得到确认,其中,各变量之间的假设关系也都成立。该研究在一定程度上填补了目前对旅游节庆活动节目编排质量理论探讨的空白,并就在节庆活动的规划和组织实践中更好地做好节目编排工作提出了建议。     

Audience Members’ Motivation,Satisfaction, and Intention to Re-visit an Ethnic Minority Cultural Festival

This study investigates the relationships among audience members' motivation, satisfaction, and re-visit intentions at an ethnic minority cultural festival. As an empirical study, an on-site survey was conducted at the 2009 Fe?ta–Croatian Food and Wine Festival in Adelaide, South Australia. The results of the study identified eight main motivational dimensions for ethnic minority cultural festival attendance: “community support,” “escape,” “knowledge/education,” “food, wine, and entertainment,” “novelty,” “family togetherness,” “marketing,” and “socialization.” The findings of this study also confirm the implication that festival audience members' motivation is an immediate antecedent of overall satisfaction and likelihood of future attendance, and that the level of a festival audience members' overall satisfaction has a direct impact on the likelihood of future attendance. These findings offer important implications for public or private festival and event organizations, state governments, and local communities that have an interest in creating and staging ethnic minority cultural festivals.     

Impact of government policy and environment quality on visitor loyalty to Taiwan music festivals: Moderating effects of revisit reason and occupation type

Tourists' repeat patronage is a prerequisite for sustainable festivals. Past studies have examined tourist cognition, affection, and conation to festivals. Government involvement in festivals has increased during the past decade; however, few studies have examined how government policy and environment quality influence visitor loyalty to festivals. Using sample data collected from 931 visitors during spring music festivals held in Southern Taiwan, this study used a structural equation model (SEM) with latent variables to examine these influences. The results suggest that government policy positively influences perceived environment quality, visitor satisfaction, and loyalty to festivals. Furthermore, the results from a multigroup SEM approach reveal that tourists' revisit reason (revisit festival versus other) and occupation type (student versus nonstudent) moderate the relationships between government policy and festival loyalty. Implications on festival planning and government policymaking are discussed.     

Examining the Differential Impact of Human Crowding Versus Spatial Crowding on Visitor Satisfaction at a Festival

Human crowding at a festival can affect visitor satisfaction differently to spatial crowding. Festival visitors perceive human crowding as a situation in which the festival is full of people. Spatial crowding, on the other hand, is perceived as restricting movement. We hypothesized that human crowding affects visitor satisfaction in a positive way (by increasing positive affect and decreasing negative affect), whereas spatial crowding affects visitor satisfaction in a negative way (by decreasing positive affect and increasing negative affect). We tested these hypotheses using data collected through an on-site survey at the 2012 Seoul Lantern Festival in South Korea: 423 visitors attending the festival completed the survey. The survey results supported the hypotheses. Managerial implications of the findings are also discussed.     

Investigating the Structural Relationships Between Food Image,Food Satisfaction,Culinary Quality,and Behavioral Intentions: The Case of Malaysia

This study was designed to test a theoretical model determining the relationships among tourists' perceived food image, food satisfaction, culinary quality, and behavioral intentions. The structural relationships between the variables were examined by adopting a structural equation modeling (SEM) approach, and the empirical data was collected in Malaysia. Analysis of findings revealed that (a) tourists' perceived food image played a role in directly influencing food satisfaction and quality of culinary experience (culinary quality); (b) food image influenced tourists' behavioral intentions through culinary quality; (c) tourist satisfaction with their food experience directly affected perceived quality of their culinary experience and behavioral intentions; and (d) tourists' behavioral intentions were directly affected by their evaluation of culinary quality. This study concluded that food was an imperative contributor in destination tourism due to its capability in influencing tourists' perceived image, food satisfaction, culinary quality, and consequently impacting tourists' behaviors in the selection of a travel destination.     

First-time versus repeat visitors to a music festival in South Africa

This research segmented visitors to Spring Fiesta, a music festival aimed at the House, Hip Hop and Kwaito music festival market in South Africa, based on the frequency of visits to distinguish between first-time and repeat festival attendees. A research survey was done over four years (2013–2016) and 788 visitor questionnaires were included in the analysis. Independent sample t-tests, two-way frequency tables, and Chi-square tests were used to analyze the data and segment first-time and repeat visitors based on socio-demographics, behavioral characteristics, and overall satisfaction and travel motivations. These differences should be considered when the festival program is designed and marketed.     

Segmenting tourists to aboriginal cultural festivals: An example in the Rukai tribal area, Taiwan

Festivals are increasingly being used as instruments for promoting tourism and boosting the regional economy. Festivals are a type of cultural events and are travel attractions with unique features. Much research, undertaken from a variety of perspectives, exists on festivals. However, very few studies related to aboriginal cultures have been published. The main objective of this study is to profile tourists based upon their motives and demographic characteristics, as these traits are associated with attraction to aboriginal cultural festivals and other related activities. The research reveals that cultural exploration, among other motivational dimensions, is the most important factor attracting tourists to the aboriginal cultural festival. In addition, not all tourists have the same degree of interest in the festival cultural experience. Furthermore, motivational variables are found to be more important than demographic variables in explaining and segmenting visitors to an aboriginal festival.     

Spiritual attitudes and visitor motivations at the Beltane Fire Festival,Edinburgh

Outside the peak season for tourism to Edinburgh, Scotland, during the evening of April 30th, visitors attend a festival with ancient Celtic overtones. Frequently, the evening is cold and windy. Our objectives are to: identify motivations for attending the festival; trial questionnaire items on spiritual attitude; and assess whether spirituality might be relevant in assessing visitor intentions. The method of investigation involved exploration and confirmation phases to test structures in distinct subsamples. Further, a strict approach was applied to identify factors that had theoretical value. Spirituality attitude is found to be a factor, as well as the motivations of cultural adventure and escape. Given the nature of the event, the time of year and composition of the audience, encouraging repeat visitation and using this to develop and manage Edinburgh's tourism strategy has potential. Recommendations are made to management.     

Customer’s Perception of Familiness in Travel Experiences

Festival-goers (“festinos”) put time and effort into deciding to attend a festival, and the way they decide what to see and the length of time they take to decide vary greatly. To attract those who buy tickets for shows—sales of which are crucial for the survival of festivals—and to know when to start promoting the event, festival organizers and marketers need to know how far in advance the visitors make their decision to attend and what influences their decision. This study categorized 438 visitors to the Innibos National Arts Festival, South Africa, using a survey of their decision-making time. Four groups were identified, and labeled “spontaneous,” “limited,” “extended,” and “routine” decision-makers. These market segments can be taken into consideration in the festival's marketing campaign so as to attract visitors to a variety of events and help ensure the long-term sustainability of the festival.     

饮食旅游动机对游客满意度和行为意向的影响研究

饮食旅游是近年来发展最快的旅游类型之一,但有关游客动机和行为的研究却很少.文章构建结构方程模型,剖析饮食旅游的推动和拉动动机要素,明确旅游动机对游客满意度和行为意向的作用机制.在澳门进行问卷调查获得368个有效样本后,检验假设模型,发现饮食旅游的推动动机为休闲放松、饮食猎奇和文化探索,拉动动机包括饮食产品和配套服务;休闲放松、文化探索和饮食产品对满意度有正向影响,饮食猎奇要素对行为意向有正向影响.文章从供求两方面明确了饮食旅游的参与原因及其后续效应,为发展饮食旅游、提升游客满意度和忠诚度提供了指导.