The effect of key success factors on loyalty of festival visitors: the mediating effect of festival experience and festival image

IF 2.6 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM Tourism & Management Studies Pub Date : 2020-01-31 DOI:10.18089/TMS.2020.160103

A. Dalgıç, K. Birdir

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引用次数: 7

Abstract

This study, based on systems theory, information processing theory, image theory, stimulus-organism-response theory and reasoned action theory, was conducted on festival visitors to investigate festival key success factors' effect on festival experience, festival image and festival loyalty. In addition, the effect of key success factors on festival loyalty through the mediator role of festival experience and festival image was investigated. This research developed a model by bringing together festival key success factors, festival experience (emotional and cognitive experience), festival image (emotional and cognitive experience) and festival loyalty. Study data were gathered from participants joining Orange Blossom Festival. Path analysis and structural equation modelling analysis showed that festival key success factors, festival experience and festival image variables have significant and positive effect on festival loyalty. Moreover, it was revealed that festival experience and festival image play a mediating role on effect of festival key success factors on festival loyalty.

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关键成功因素对节日游客忠诚度的影响:节日体验和节日形象的中介作用

本研究基于系统论、信息加工理论、形象理论、刺激-机体-反应理论和理性行为理论，以节日游客为研究对象，探讨节日关键成功因素对节日体验、节日形象和节日忠诚的影响。此外，通过节日体验和节日形象的中介作用，考察了关键成功因素对节日忠诚的影响。本研究将节日成功的关键因素、节日体验(情感体验和认知体验)、节日形象(情感体验和认知体验)和节日忠诚度结合在一起，构建了一个模型。研究数据是从参加橙花节的参与者中收集的。通径分析和结构方程建模分析表明，节日关键成功因素、节日体验和节日形象变量对节日忠诚有显著的正向影响。此外，节日体验和节日形象在节日关键成功因素对节日忠诚的影响中起中介作用。

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