Intention to Revisit Traditional Folk Events: A Case Study of Qinhuai Lantern Festival,China

The present study aims at analyzing revisit intention of traditional folk events based on the Theory of Planned Behavior and a Consumer‐based Model of Authenticity. The survey data were collected by a questionnaire survey in Nanjing Qinhuai Lantern Festival 2012, China. Structural equation modeling was employed to test the proposed research model. The result shows that perceived behavioral control, motivation and perceived food authenticity of the event, but not attitude and perceived overall authenticity of the event, are valid predictor constructs for visitors' intention to revisit Qinhuai Lantern Festival. The findings have implications for the promotion of traditional events and festival tourism. Copyright © 2013 John Wiley & Sons, Ltd.