Abstract
This study investigates the intention of people to attend Holi festival in Korea. A conceptual model was developed, incorporating five constructs such as festival quality, festival image, festival value, environment friendly tourism behavior and intention to attend Holi festival in Korea. The proposed model was tested using 310 samples and the relationships were measured using the structural equation model. The empirical results support four of the six hypothesized relationships. Festival quality shows positive relationship on festival image and festival value. Festival image and festival value also shows significant relationship with intention to attend Holi festival in Korea. The study also revealed festival quality shows insignificant relationship with environment friendly tourism behavior. On the other hand, environment friendly tourism behavior also shows insignificant relationship with intention to attend Holi festival in Korea.
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