A Study on the Influence Factors of Attendee Loyalty of Strawberry Music Festival
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초록
This study aims to help recover the cultural tourism industry that suffered from COVID-19 by analyzing the factors influencing attendees’ loyalty to outdoor music festivals. This study used the Strawberry Music Festival as an example. It took the perspectives of attitudinal loyalty and behavioral loyalty to examine the influencing mechanisms of experience and satisfaction on revisit intention, word-of-mouth recommendation, and attitudinal loyalty. This study conducted a questionnaire survey on 537 attendees of the Strawberry Music Festival and empirically tested the constructed model using structural equation modeling. The study discovered that: attitudinal loyalty has a direct and significant positive impact on revisit intention and word-of-mouth recommendation, greater on revisit intention; experience has a direct positive impact on attitudinal loyalty and word-of-mouth recommendation but has no significant impact on revisit intention.
Abstract
This study aims to help recover the cultural tourism industry that suffered from COVID-19 by analyzing the factors influencing attendees’ loyalty to outdoor music festivals. This study used the Strawberry Music Festival as an example. It took the perspectives of attitudinal loyalty and behavioral loyalty to examine the influencing mechanisms of experience and satisfaction on revisit intention, word-of-mouth recommendation, and attitudinal loyalty. This study conducted a questionnaire survey on 537 attendees of the Strawberry Music Festival and empirically tested the constructed model using structural equation modeling. The study discovered that: attitudinal loyalty has a direct and significant positive impact on revisit intention and word-of-mouth recommendation, greater on revisit intention; experience has a direct positive impact on attitudinal loyalty and word-of-mouth recommendation but has no significant impact on revisit intention.
참고문헌 (18)
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