Abstract
The purpose of this study was to find out how the festival quality gave the influences on the participants’ response and revisit intention for the most famous festival in China.BR To testify the confirmative factor analysis and structure equation modeling for independent and dependent variables, AMOS was utilized. For the final empirical test, 181 respondents were finally used. The results showed the following. First, festival quality consisted of festival facilities and service, festival bonds and regional characteristics, festival information, festival products and prices. The participant emotional response and intention to re-participate were composed of single-dimensional factors. Second, festival quality tended to influence on the participants’ emotional responses and the intention to re-participate. Third, participant emotional responses were found to have a strong impact on intention to re-participate. These results gave the meaningful implications for regional festival organizers.
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