Festive Nostalgia in COVID-19: An Empirical Conceptualization

Abstract

ABSTRACT The COVID−19 pandemic has reinforced the importance of positive memories. Therefore, our study develops a measurement instrument for festive nostalgia, composed of seven dimensions and measured through 28 items. A rigorous scale development process was adopted and validated through two main studies. While a convenience sample (303 participants) was used to assess the initial validity through exploratory factor analysis, a final sample of 412 respondents was used to assess the second-order factor structure of festive nostalgia through CFA and structural equation modelling. Findings suggest festive nostalgia can significantly predict intention to recommend and revisit intentions. Also, the study suggested that festive nostalgia is manifested through festivals, festive experience, festive environment, festive socialization, festive identity, cultural identity and festive activity involvement. Based on the findings, managers of festive destinations can formulate strategies to draw tourists willing to participate in festivals and develop the attractiveness of such destinations.