Abstract
The objective of this study is to empirically examine the impact of lifestyle-congruence with local festival on affective image, perceived value, satisfaction, and loyalty. Survey was conducted on a voluntary basis at the local festival in Korea and 318 responses were utilized for the data analysis. Simple descriptive statistics, confirmatory factor analysis, and SEM were employed to confirm causal relationships among the constructs. The results of this study reveal that lifestyle congruence does have significant impact on affective image of festival, and the perceived value of festival. In addition, affective image of festival and perceived value influenced by lifestyle-congruence has impact on festival satisfaction and loyalty. The results of this study will help festival organizers to understand why lifestyle congruence is important and necessary to induce favorable affective image and perceived value of festival.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
