Journal article
The effect of community attachment on cultural festival visitors' satisfaction and future intentions
Current Issues in Tourism, Vol.17(9), pp.800-812
2014
Abstract
This paper explores the characteristics of multicultural festival visitors on the basis of their attachment to a certain culture or a cultural community, and examines the influences of this attachment on levels of overall satisfaction and future intentions. Two distinctive types of visitors to cultural festivals are recognised based on their attachment to the culture of the festival. A total of 420 valid questionnaires from three multicultural festivals in Korea were collected. This study found that community attachment, defined as an attachment to a certain culture or a cultural community, had significant impacts on intention to revisit and positive word-of-mouth (WOM). Visitors who are attached to an ethnic culture or a cultural community are more likely to revisit and spread positive WOM than people who are not attached. The paper concludes that community attachment influences cultural festival visitors' future intentions, and can be used as a predictor of the relationship between satisfaction and future intentions. From the results of the study, strategic marketing and management implications, based on community attachment, are suggested to increase repeat visitation and attract more visitors through positive WOM. © 2013, © 2013 Taylor & Francis.
Details
- Title
- The effect of community attachment on cultural festival visitors' satisfaction and future intentions
- Authors
- I S Lee (Author) - University of South AustraliaTimothy J Lee (Author) - Ritsumeikan Asia Pacific University, JapanC Arcodia (Author) - Griffith University
- Publication details
- Current Issues in Tourism, Vol.17(9), pp.800-812
- Publisher
- Routledge
- Date published
- 2014
- DOI
- 10.1080/13683500.2013.770450
- ISSN
- 1368-3500; 1368-3500
- Organisation Unit
- University of the Sunshine Coast, Queensland; Sustainability Research Cluster
- Language
- English
- Record Identifier
- 99451434702621
- Output Type
- Journal article
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- Domestic collaboration
- International collaboration
- Web Of Science research areas
- Hospitality, Leisure, Sport & Tourism
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