Abstract
Festival activity marketing is one of the most popular tourism strategies around the world. Festival activities combined with marketing for interacting and communicating with the tourists, can enhance tourists’ preferences and impressions on the tourism destinations and it becomes an important source in leading the development of regional economic. Festival activities held in each and every region shall be coordinated with relevant factors to integrate into distinguishing features and be implanted deeply into people’s mind, and only after different marketing strategies are prepared for tourists with different preferences, can the best result of festival activities be achieved.This study mainly discusses whether there are any difference in the pattern of associations of the tourist groups with different preference on festival activity in regards to relevant factors on festival activities, festival attractiveness, tourists’ cognitive values, and behavioral intention. The result witnesses that: (1) the cognitive value of tourist groups with high preference for festival activities further promotes their behavioral intention for participating in festival activities; (2) tourist groups with medium preference for festival activities feel attracted by the favorable atmosphere of the environment, which fosters their intention to participate in festival activities. Therefore, suitable and satisfactory festival marketing strategies shall be established for different types of tourist division.
Highlights
In recent years, the demand of consumers has gradually turned to the psychological level
The result witnesses that: (1) the cognitive value of tourist groups with high preference for festival activities further promotes their behavioral intention for participating in festival activities; (2) tourist groups with medium preference for festival activities feel attracted by the favorable atmosphere of the environment, which fosters their intention to participate in festival activities
Where for group with different preference for festival activities, whether there are any differences in the intensity of festival attractiveness in regards to festival commodities, environmental atmosphere, cultural connotation, etc.? What is the difference in the path of the influence of tourists’ cognitive values on their behavioral intentions? All of these need to be further explored
Summary
The demand of consumers has gradually turned to the psychological level. By combining the geographical resources, cultural connotations, and traditional arts and crafts activities into unique local distinguishing features, we can attract more tourists to visit. All of these are associated influential factors that cannot be ignored. Based on the above research background and motivation, the main purpose of this study is to explore the distinguishing features of festivals, festival commodities, environmental atmosphere and cultural connotation, influence on festival attractiveness, and explore the influence of attractiveness of festival activities on tourists’ cognitive value and behavioral intention; with further comparison of differences in the behavioral patterns of tourists with different preferences on festival activities. This study selects festival activities as the subject of this study, and conducts relevant surveys for tourists participating in certain kind of festival activities, and divides the types of tourists into different preference groups, in order to analyze the feelings of different types of tourists on festival activities, and with suggestions from the perspective of tourists, in order to promote formulation of festival marketing strategy
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