The Role of Use and Nonuse Values on Festival Attendees' Behavioral Intentions

Abstract

This article distinguishes between use and nonuse values in their impact on two behavioral intentions to a rural cultural festival. Results from the case study showed that in the willingness to recommend the festival and intention to revisit by repeat tourists, both use and nonuse values were influential but first timers' intention to revisit was mainly affected by use values. In addition, there was support for the recency–frequency–monetary value paradigm and the distance decay theory with some evidence of a nonlinear relationship between distance and behavioral intention. The life cycle theory and length of festival stay on the other hand saw mixed effects on the two types of behavioral intention. Overall, a two-pronged marketing strategy based on the importance of use and nonuse values to attract first timers and repeat tourists could be considered for a cultural festival.