Abstract
Compared with other types of festival activities, the musical festivals can attract large crowds of visitors easily and quickly. When the value experience of visitors is high, their satisfaction and loyalty will also be higher. In activities, the high degree of satisfaction means higher loyalty. The hypothesis model in this study indicates the causal relationship between visitor value and degree of satisfaction, as well as the significant impact of visitor value on loyalty in musical festival activities. However, though the musical festival activities can attract visitor stream very quickly, the activity organizers should think more about how to make the visitors willing to come, especially when most visitors for these activities make a special trip. For these visitors, the degree of experience of the visitors should be emphasized, because this will be the most important reason influencing visitors’ feeling about the activities.
Highlights
At the end of the 20th century, the declining of local manufacturing industry and the transformation of industry structure brought a large variety of modern festival activities in Taiwan, which established the city image and infused inherent vitality for the development and transformation of the city
Based on the above research motives, this study takes the 2013 Hualien Summer Festival as the target, and proposes the following four research purposes: 1) To establish the relationship model between visitor motivation, value, degree of satisfaction and loyalty of visitors in musical festival activities; 2) To explore the difference in motivation, value, degree of satisfaction and cognition caused by different visitor property; 3) To explore the impact and change of motivation, value, degree of satisfaction and loyalty, with the visitor property as the moderator variable
This study explores the relationship between visitor value, degree of satisfaction and loyalty
Summary
At the end of the 20th century, the declining of local manufacturing industry and the transformation of industry structure brought a large variety of modern festival activities in Taiwan, which established the city image and infused inherent vitality for the development and transformation of the city. (2014) Study on Relationship between Visitor Value, Degree of Satisfaction and Loyalty in Musical Festival Activity. [5] defined festival activity as a kind of special activity occurring once or often with the organization and business sponsorship, except routine activities He held that such activities should cover dance, films, music, art, carving, native cultural heritage, sports events and seasonal ritual. Reviewed previous literature published over the recent decade, and confirmed the ideal model of visitor degree of satisfaction. They verified the relationship between visitor degree of satisfaction and loyalty. [12] studied consumer background, and concluded that the degree of satisfaction, trust, cognitive value is antecedent variable of customer loyalty. The conceptual framework of this study on which the empirical analysis is based is concluded from literature review
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