Conceptualizing Festival Attractiveness and Its Impact on Festival Hosting Destination Loyalty: A Mixed Method Approach

Jing Li,Guangquan Dai,Ying Chen,Jinwen Tang

doi:10.3390/su12083082

Abstract

A number of studies have been conducted to examine the attractiveness of tourism destinations. However, there has been little research done on festival attractiveness nor on its impact on destination loyalty. This study employed a mixed method approach to investigate the festivals in Guangzhou city, China. Firstly, through a qualitative method, the four dimensions of festival attractiveness were identified, i.e., strong festival atmosphere, harmonious interpersonal interaction, distinct cultural symbols and rich festival activities. Then, based on a cognitive–affective–conative model, a quantitative method was used to explore the mechanism through which festival attractiveness impacts sense of place and destination loyalty. Structural equation modeling showed that all dimensions of festival attractiveness have positive effects on place attachment, but not all of them have positive effects on place identity. Findings further indicate that place attachment has a positive effect on place identity, and that place attachment and place identity both have positive effects on destination loyalty. These results indicate that festival hosting destination loyalty follows the processes of both festival attractiveness cognition and destination affection evaluation.

Highlights

The recent growth in the quantity, diversity and popularity of festivals [1] has made them one of the fastest growing segments in the tourism industry [2,3], which has attracted worldwide recognition and attention
Researches have mainly focused on the attractiveness of different tourism destinations, such as the attractiveness of hot spring destinations [5], the attractiveness of exhibition destinations [6] and the attractiveness of wellness destinations [7], as well as their measurements and constitutive dimensions
To bridge the above-mentioned research gaps, this study aims at using a mixed method approach to survey the festivals in Guangzhou city, China and to achieve the following goals: (1) exploring the dimensions of festival attractiveness through a qualitative method; (2) constituting a conceptual model of “festival attractiveness, sense of place and destination loyalty” based on the cognitive–affective–conative perspective and exploring the influential mechanism of festival attractiveness on destination loyalty through a quantitative method; (3) providing practical basis for the management of festivals and hosting destinations

Summary

Introduction

The recent growth in the quantity, diversity and popularity of festivals [1] has made them one of the fastest growing segments in the tourism industry [2,3], which has attracted worldwide recognition and attention. Attractiveness is an important perception during tourists’ participation in tourism activities [10]. Tsaur et al pointed out that festival attractiveness is a critical factor influencing tourist motivation and participation in activities [11]. The research on festival attractiveness can help organizers create an attractive thematic environment through rites, atmosphere, services and interactive activities, and helps attract tourists into activities, enhancing the diversity of their experience. It is necessary to explore the constitutive dimensions of festival attractiveness from the perspectives of both organizers and tourists. It is a festival held by the government of Yuexiu District to popularize Guangfu Temple

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Results

Conclusion