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Effect of Festival Experiential Attributes on Generation Y Participants’ Emotional and Behavioral Loyalty

전상미
한국마이스관광학회 (Korea MICE Tourism Society)|2016.12|MICE관광연구 (JOURNAL OF MICE & TOURISM RESEARCH)|제16권 제4호|pp. 59-75

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키워드

충성도축제LoyaltyFestival Marketing축제속성Festiva)Festival Attributeseneration YY세대축제마케팅

초록

Festivals have become prominent events in many cities in Korea. Due to the proliferation of festivals, the level of competition among cities wishing to organize festivals to attract potential visitors has become intense. In order to have competitiveness, festival organizers should prepare for the new emerging market to provide outstanding festival experience. The purpose of this study is to examine which festival experience attributes influence on the Generation Y festival participants’ emotional and behavioral outcomes of loyalty. The results revealed that entertainment and escape are the most critical festival experiential attributes that influence on the Generation Y visitors’ emotional outcome, while entertainment and estheticism are vital experiential attributes that influence on Generation Y visitors’ behavioral outcome of loyalty. The findings of this study will help festival organizers to gain a comprehensive and strategic understanding of the new emerging tourism market, and to develop experiential marketing strategies to attract the Generation Y visitors.

Abstract

Festivals have become prominent events in many cities in Korea. Due to the proliferation of festivals, the level of competition among cities wishing to organize festivals to attract potential visitors has become intense. In order to have competitiveness, festival organizers should prepare for the new emerging market to provide outstanding festival experience. The purpose of this study is to examine which festival experience attributes influence on the Generation Y festival participants’ emotional and behavioral outcomes of loyalty. The results revealed that entertainment and escape are the most critical festival experiential attributes that influence on the Generation Y visitors’ emotional outcome, while entertainment and estheticism are vital experiential attributes that influence on Generation Y visitors’ behavioral outcome of loyalty. The findings of this study will help festival organizers to gain a comprehensive and strategic understanding of the new emerging tourism market, and to develop experiential marketing strategies to attract the Generation Y visitors.

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