Effects of affective and cognitive responses on loyalty of mega-event visitors and the moderating role of big five personality traits

Abstract

The stimulus-organism-response (S-O-R) theory and the big five personality (BFP) traits, while widely researched in the domain of consumer behavior, have not been applied in mega-event settings. To address this gap, this study employs the S-O-R theory to examine the effects of event authenticity and affective and cognitive responses moderated by the BFP traits on visitors’ loyalty to mega-events. Results show that authentic experience, as a stimulus, positively influences affective and cognitive responses of mega-event visitors. Also affective responses have a larger mediating effect than cognitive responses between authenticity of experience and loyalty. Of the BFP traits, extraversion, openness, and conscientiousness moderate the relationships in the S-O-R paradigm, while neuroticism and agreeableness have no moderating effects on the relationships between authentic experience, affective and cognitive responses, and loyalty. Accordingly, this research provides new avenues for research for academics and practical suggestions for practitioners in tourism to maximize visitors’ loyalty to mega-events. Therefore, mega-event organizers should provide unique and entertaining experiences which lead to visitors’ positive affect and cognition, resulting in satisfaction and pleasure. They should also develop a customized marketing plan by applying different strategies based on visitors’ BFP characteristics, especially for visitors with high levels of extraversion, openness, and conscientiousness.