Unraveling the difference mechanism of authenticity experience in determining antecedents and consequences of destination loyalty

Abstract

ABSTRACT Taiwan’s music festival landscape has blossomed, attracting global music enthusiasts with its cultural richness and diverse offerings. Using structural equation modeling (SEM), a survey of festival-goers revealed the intricate relationships among factors like skill performance, self-congruence, ambiance, and consumer interaction, shaping authenticity, satisfaction, destination loyalty, and behavioral intentions. Interestingly, memory was identified as a moderating role, which interlinking satisfaction, behavioral intentions, and destination loyalty. These findings provide both theoretical insights and practical strategies for enhancing festival experiences and cultivating destination loyalty within Taiwan’s thriving music scene.