Festival tourists’ loyalty: The role of involvement in local food festivals

Abstract

The purpose of this study is to examine the direct, indirect and moderating role of involvement in the satisfaction, quality and loyalty relationship among local food festival tourists. Several different approaches exist concerning the role of involvement on the satisfaction-loyalty relationship but there is a lack of integration between approaches. This study therefore compared an Indirect effect model with Direct/Indirect effect model and Direct effect model, using 401 data collected at three local food festivals in Korea. Results of analyses found that the Direct/Indirect effect model suggesting involvement influences loyalty directly and indirectly via satisfaction and quality performed best. Another alternative model, with involvement moderating the effect of quality and satisfaction on loyalty, was also tested and supported. Marketing strategies should better convert involvement into effective local food festival tourists’ loyalty considering its direct/indirect and moderating effects.