Relationship between Perceived Risk, Evaluation, Satisfaction, and Behavioral Intention: A Case of Local-Festival Visitors

Hae-Kyung Sohn; Timothy J Lee; Yoo-Shik Yoon

doi:10.1080/10548408.2015.1024912

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Relationship between Perceived Risk, Evaluation, Satisfaction, and Behavioral Intention: A Case of Local-Festival Visitors

Journal article

Peer reviewed

Relationship between Perceived Risk, Evaluation, Satisfaction, and Behavioral Intention: A Case of Local-Festival Visitors

Hae-Kyung Sohn, Timothy J Lee and Yoo-Shik Yoon

Journal of Travel & Tourism Marketing, Vol.33(1), pp.28-45

2016

DOI: https://doi.org/10.1080/10548408.2015.1024912

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Abstract

behavioral intention

evaluation

local festival

perceived risk

satisfaction

This study analyzes the relationship between perceived risk, evaluation, satisfaction, and behavioral intention of tourists attending a local festival. Based on a survey with a sample of 465 respondents attending a local festival in South Korea, a structural equation model (SEM) is proposed that involves festival-related perceived risk, perceptual evaluation, overall satisfaction, and behavioral intention for future attendance at this and other festivals. Firstly, the results show that while risk may lead to a negative perception of a festival, it has no effect on satisfaction or subsequent behavioral intention. Secondly, the results show that direct causality exists between perception, satisfaction and future intention. Thirdly, a demand for diversity in programs determines perceptions of risk, which in turn permits a segmentation of visitors based on these characteristics. The findings of this study contribute to successful planning and marketing strategies to meet the demands of psychologically segmented tourists, especially in festival studies.

Details

Title: Relationship between Perceived Risk, Evaluation, Satisfaction, and Behavioral Intention: A Case of Local-Festival Visitors
Authors: Hae-Kyung Sohn (Author) - Kyung Hee University, South Korea
Timothy J Lee (Author) - Ritsumeikan Asia Pacific University, Japan
Yoo-Shik Yoon (Author) - Kyung Hee University, South Korea
Publication details: Journal of Travel & Tourism Marketing, Vol.33(1), pp.28-45
Publisher: Routledge
Date published: 2016
DOI: 10.1080/10548408.2015.1024912
ISSN: 1054-8408
Organisation Unit: University of the Sunshine Coast, Queensland; Sustainability Research Cluster
Language: English
Record Identifier: 99450787702621
Output Type: Journal article

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Collaboration types: Domestic collaboration; International collaboration
Web Of Science research areas: Hospitality, Leisure, Sport & Tourism

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