Abstract
The purpose of this study is to identify the influence of festival contents interactivity on festival attendees’ enjoyment, festival attachment, satisfaction, and future behavior intention. Survey was conducted at the Andong International Mask Dance Festival, and 323 responses were used for the data analysis. Simple descriptive statistics, confirmatory factor analysis, and SEM were utilized to confirm causal relationships among the constructs. The results of this study reveal that festival contents interactivity significantly impacts the festival attendees’ enjoyment and festival attachment. In addition, festival attendees’ enjoyment positively impacts the festival attachment. Festival attendees’ enjoyment and festival attachment positively influence the festival satisfaction and future behavior intention. The results of this study will help festival organizers to learn why festival contents interactivity is critical and necessary to induce festival attendees’ enjoyment, attachment, satisfaction, and behavior intention.
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