Tourists’ Motivation, Place Attachment, Satisfaction and Support Behavior for Festivals in the Migrant Region of China

Yunyao Zhang,Keun-Soo Park,Hakjun Song

doi:10.3390/su13095210

Yunyao Zhang, Keun-Soo Park + Show 1 more

Open Access

https://doi.org/10.3390/su13095210

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Abstract

This study aimed to explore the relationships among tourist motivation, place attachment, satisfaction and support behavior for hosting festivals in the migrant region of China. A self-administered questionnaire was used to conduct an on-site survey and a second-order structural equation modeling (SEM) technique was employed. The results of the current study showed that visitors’ general festival motivations had a positive influence on their place attachment and satisfaction. Visitors’ theme-related motivations had a positive influence on their place identity and satisfaction. Place dependence and place identity also positively affected their low-effort support behavior. In addition, visitors’ place identity was a positive antecedent of their high-effort support behavior. Visitors’ place attachment had a positive influence on their satisfaction and visitors’ satisfaction positively affected their support behavior. This study encouraged festival organizers to become aware that place attachment performs an important role in attracting tourists, and nostalgia is one of the most important motivations for hosting festivals in the migrant region of China. As a result, this study provides crucial insights that organizers should pay attention to place attachment and place identity in order to satisfy visitors and support festival activities.

Highlights

Fraser [1] stated that adjusting to a new environment after migration is a complex process which influences migrants for a long time
The results of this study indicate that motivations for attending festivals in the migrant region of China include general festival motivation (GFMOV) and theme-related motivation (TRMOV), which includes togetherness and socialization (T&S), escape and relaxation (E&R), novelty and excitement (N&E), cultural exploration (CE), event attraction (EA) and nostalgia (NT)
The results indicate that place attachment theory could be expanded to the tourism motivation, satisfaction and support behavior of festivals in the migrant region of China

Summary

Introduction

Fraser [1] stated that adjusting to a new environment after migration is a complex process which influences migrants for a long time. By preserving their awareness of cultural belonging within their own networks, migrants tend to successfully shape resettlement, identity, and belonging [2]. In this situation, festivals and special events will be able to contribute to maintaining a sense of cultural belonging for the residents of the region who have migrated as well as the general local residents of a certain region.

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