Examining How Attending Motivation and Satisfaction Affects the Loyalty for Attendees at Aboriginal Festivals

This study examined the causal relationships between motivation, satisfaction and loyalty among attendees at aboriginal festivals. A total of 789 usable questionnaires were collected from two aboriginal festivals, Amis Ilisin and Saisiyat Pas‐taai. Data analyses were performed using SPSS 15.0 and LISREL 8.70 for Windows. The analytical results indicate that motivation directly affects satisfaction and indirectly affects loyalty, whereas satisfaction directly affects attendee loyalty at aboriginal festivals. Moreover, satisfaction significantly affects the loyalty of attendees at aboriginal festivals and is an important mediating variable in the behavioral model of aboriginal festivals. Copyright © 2011 John Wiley & Sons, Ltd.     

Music,Emotion and Authenticity: A Study of Celtic Music Festival Consumers

This paper centres upon the concept, authenticity, within the context of a Celtic music festival. Increasing attention has been paid to the music–tourism relationship and this paper seeks to elaborate upon the contested meanings and dimensions of Celtic music in the wake of its commodification through tourism. Attention is accorded to the interlocking tensions relating to commodification and authenticity within music and tourism studies and, moreover, the role of emotion within the authenticity and music debate. Drawing upon empirical research conducted at a Celtic music festival (Glasgow, Scotland) comprising in-depth interviews and a questionnaire survey, it is suggested the festival audience attach authenticity to the music on the basis of their emotional interaction with the music. This occurs by the ways in which emotion is evoked within the music and the relationship between music, emotion and audience identities.     

Visitors' Motivation for Attending the South Beach Wine and Food Festival,Miami Beach,Florida

The objective of this study was to identify the major factors that motivated visitors to attend the South Beach Wine and Food Festival in Miami Beach, Florida, and determine whether these factors varied among the visitors from the United States, Canada, South America, Europe, and Asia. A survey of 475 visitors to South Florida was conducted in February 2006. Forty‐four motivational items were factor analyzed. The seven factors that motivated first‐time visitors to the festival were the desire to taste new wine and food, enjoy the event, enhance social status, escape from routine life, meet new people, spend time with family, and get to know the celebrity chefs and wine experts. A significant difference in motivation among the five national groups of visitors was found in the area of family influence. Implications of the study results are discussed.     

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.     

Visitors’ experiences with Intangible Cultural Heritage: a case study from Córdoba,Spain

The development of heritage tourism has experienced significant growth in recent years. In this paper, we present an analysis of the relationship between an Intangible Cultural Heritage, the Fiesta of the Patios in Córdoba, Spain and tourism development. The methodology used in this research consisted of fieldwork to determine the significance of the demographic factors and variables in the level of satisfaction with the visit to the Fiesta of the Patios. Similarly, the contribution of these variables to the level of satisfaction was analysed.     

Problematising ‘Festival Tourism’: Arts Festivals and Sustainable Development in Ireland

This paper problematises the term ‘festival tourism’. It conceptualises festivals as socially sustaining devices and argues that while they frequently function as tourist attractions, their social significance extends far beyond tourism. Using empirical material gathered in two case study arts festivals in Ireland, the paper demonstrates how festivals can contribute to arts development by inter alia creating demand for the arts, enhancing venue infrastructures, encouraging local creativity and animating local involvement. The paper contends that arts festivals, irrespective of their initial objectives almost inevitably develop tourist profiles over time and it proceeds to examine how changing tourism priorities in the two festivals studied impact upon sustainable festival practices. The findings suggest that tourism emerged as a key force promoting festival growth and expansion. It was found to be associated with increased revenue flows but also with increased arts activity on a year-round basis and with an improved venue infrastructure in both places. However, problems were identified with respect to the quality of the relationship forged between the festivals and local populations in the respective places. The paper concludes by arguing that festivals’ engagement with tourism needs to be carefully managed in the interests of promoting the socially sustaining function of festivals and of encouraging sustainable approaches to tourism development.     

Tourist demand characterization. Andean cultural festival Inti Raymi (Ecuador)

The present empirical work was carried out in situ and using a questionnaire it tries to analyze the demand of the “Inti Raymi” cultural festival, the motivations and satisfaction of its visitors. This festival is held once a year at the Archaeological Complex of Ingapirca located in the province of Cañar in Ecuador. It is a symbol of gratitude of the Andean community to the “Taita Inti” (Father Sun) and the “Paccha Mama” (Mother Earth) for the kindness to allow a good production and harvest of traditional products. During the investigation it was found that the main motivations for attending were: enjoy the culture of Ingapirca, attend an Andean Folk Festival, fun and relaxation. In addition, the results show a high satisfaction of the tourists in the Festival.     

Segmenting and Profiling the Portuguese Festival-Goers Through the Most Ancient Form of Music Retailing: The Music Festivals

This article intends to segment and profile the festival-goers in Portugal, and through a mixed mode survey of 657 Portuguese citizens using latent segments models, a three-segment solution was achieved: music lovers, 53%; networkers, 33%; and tourists, 14%. The majority of the festival-goers, the music lovers, consider Optimus Alive the most memorable festival because of the music and these results should be conveniently used for music retailing purposes. The model identified the demographic factors that contributed the most to the solution, and according to each segment, several recommendations to festivals organizations are presented.     

Rock festivals as marketplace icons

ABSTRACT

Rock festivals occupy an important place in contemporary consumer culture. This Marketplace Icons contribution elaborates on 50 years of rock festivals’ history to trace how festivals have moved from a status of a simple musical event to that of myth. I argue that the iconicity of rock festivals is based on two fundamental ideas: they reside in popular culture as theatrical mythical performances that push artistic and scenic limits, and they are a unique liminal field of expression and liberation for many people.     

事件旅游:研究进展与中国实践

事件旅游是我国旅游研究的全新领域，近年来引起了越来越广泛的关注。综述了近些年来事件旅游国内外研究的新进展，并以青岛国际啤酒节作为案例说明节事活动在中国的发展现状以及进一步发展应该注意的问题。