Abstract
motivations, attitude, and behavioral intention toward the Harbin International Ice and Snow Festival, China. It is also to test moderating roles of gender and past travel experience between these factors. Design/methodology/approach - Data was collected from potential Chinese visitors, after which 420 usable surveys were processed. Findings - To investigate our hypotheses, we used descriptive, confirmatory factor analysis, and structural equation modeling. We found that aesthetic attractiveness, purchase of local products, and involvement had positive effects on attitude toward the festival. Attitude toward the festival had a significant effect on behavioral intention to visit. Finally, it was also found that gender and past travel experience significantly moderated the interrelationships between these factors. Research implications or Originality Theoretical and managerial implications, as well as, suggestions for future research are discussed.
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