Examining the relationships among festivalscape,experiences, and identity: evidence from two Taiwanese aboriginal festivals

Despite an increase in the number of studies on aboriginal festivals, little empirical research has examined how the organisers of these festivals influence visitors’ sense of festival identity by promoting identifiable factors in their promotional materials. This study thus examines the relationship between the festivalscape, emotional and authenticity experiences, and festival identity among the attendees of two major aboriginal festivals held in July and December in Taiwan. A total of 901 usable questionnaires were collected. Our empirical results suggest that programme planning and the facilities of the festivalscapes positively and significantly affect the emotional experience at both festivals. Furthermore, the emotional experience and the authenticity experience positively and significantly affect festival identity at both festivals. Our findings contribute to efforts to understand the behaviour of festival attendees. Managerial implications and future research directions for aboriginal festival tourism are presented.     

Service Quality Perception and Satisfaction: Buying Behaviour Prediction in an Australian Festivalscape

The study was conducted on 358 attendees at a major wine festival in Australia. A positive relationship between quality perception and overall satisfaction constructs exists. New insight to festivalscape knowledge is provided through the first‐time and repeat visitor dynamic as predictor of actual buying behaviour. Higher percentage of repeat visitors correlates with higher likelihood of (wine) buying. Overall satisfaction is a stronger predictor of buying behaviour than any individual service quality dimension and of these quality dimensions overall. Repeat visitors, 35 years and older, are the highest yielding visitor group from a financial viewpoint. First‐time visitors are more short‐term oriented in their planning when making the final decision to attend the event. Copyright © 2012 John Wiley & Sons, Ltd.     

组织者视角下节庆旅游吸引物的符号化生产——以广府庙会为例

旅游吸引物兼具客观和符号的双重属性。节庆既是一种文化活动,又是重要的旅游吸引物。本文从符号学视角出发,采用扎根理论的质性研究方法,以广州广府庙会为研究对象,探讨组织者视角下的节庆旅游吸引物的符号化生产机制。研究发现,节庆吸引力、节庆的组织管理、节庆的策划理念和节庆场景构成节庆旅游吸引物符号化生产的基础、路径、思路和内容。具体而言,节庆组织者基于对节庆吸引力的理解,通过调动多部门的工作积极性,建立清晰的组织结构,组织和管理符号生产所需的各种资源,秉承弘扬传统文化、注重文化创新、紧跟国家战略、顺应时代潮流等多思路的策划理念,塑造了包含安全保障、节目表演、创意互动、美食小吃、商贸展销、人员服务、辅助设施和节庆氛围所构成的节庆场景,该场景浓缩了节庆文化内涵,其灵活多样、可塑性强,组织者可不断调整以形成节庆文化的独特性,从而增强游客的体验感。