Impact of Past Experience on Perceived Value, Overall Satisfaction, and Destination Loyalty: A Comparison Between Visitor and Resident Attendees of a Festival

Abstract

This study examines the similarities and differences of the impact past experience has on perceived value, overall satisfaction, and destination loyalty between two groups: visitors and residents who attended the 2008 National Cherry Blossom Festival (NCBF). Data were collected using the convenience sampling method and analyzed using factor analysis, t-tests, and one-way analysis of variance (ANOVA). The results indicate that there were major distinctions between first-time and repeat visitors with the latter being more positive than the former in their perception of social and emotional values of the festival, more satisfied with and more loyal to the festival than the former. However, first-time and repeat residents did not differ significantly from each other. In addition, first-time visitors were found to be consistently different from repeat visitors, first-time and repeat residents in perceived value, satisfaction, and destination loyalty while repeat visitors did not differ significantly from first-time and repeat residents. This study also found that overall satisfaction mediates the effect of the perceived value on destination loyalty for the visitor group, regardless of past experience. However, for the resident group, the mediation effect is present for repeat residents, but not for first-time residents. Research implications and future research needs are also discussed.