Abstract
The purpose of this study is to identify the cultural festival experiential attributes, and to examine the impact of these festival experiential attributes on Millennial festival visitors’ behaviors such as happiness, festival attachment, and festival loyalty. A research model was proposed based on the previous studies and the mode was tested with data from 256 Millennial festival visitors at the cultural festival. Exploratory factor analysis was conducted and identified entertainment, escape, education, and esthetic as cultural festival experiential attributes. Subsequent confirmatory factor analysis and structural equation modelling analysis revealed that two of four festival experiential attributes (i.e., entertainment and escape) play significant roles in inducing Millennial festival visitors’ happiness, festival attachment, and loyalty. The findings of this study will help festival practitioners who wish to enhance experiential offerings according to the tastes and preference desired by Millennial festival visitors.
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