Abstract
This research explains how attributes perceived during the festival celebration generate loyalty in terms of satisfaction. As regard, tangible aspects (festival entertainment and aesthetics) and intangible aspects (escapism and education) shall be differentiated. A theoretical model is proposed, which explains the effects of festival attributes on satisfaction and loyalty through structural equation modelling. The model was estimated with a sample of 440 people attending Weekend Beach Festival in Spain. The research proves the relationship between attributes and loyalty through satisfaction as a moderating variable; likewise, tangible attributes are deemed to have a greater influence on loyalty, specifically, the aesthetic/environment experience.
Highlights
Festivals are considered to be a fundamental pillar within the tourism industry
The aim of this study is to demonstrate the effect of the tangibility and intangibility of attributes on loyalty through satisfaction in festival tourism, bearing in mind the distinctive value of attributes (Fig 1)
This study provides a new analysis on the distinctive role of festival attributes and experiences with regard to loyalty and satisfaction
Summary
Festivals are considered to be a fundamental pillar within the tourism industry. Among other characteristics, for their ability to create an image in destinations and for being a tourist offering itself [1]. Festivals play an increasingly more important role in tourist activity, relating them to various topics: 1. 2. In recent years, research has focused on the analysis of visitors’ characteristics: the segmentation of attendees [2], their behaviour in theoretical models [9], attendees’ characteristics [10], satisfaction [5] and the loyalty created by festivals in their users [7]. Many authors define festival tourism as an experience product and a tourist offering made up of experiential aspects [7, 11].
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