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Festival attachment: antecedents and effects on place attachment and place loyalty

Sheng-Hshiung Tsaur (Department of Marketing and Tourism Management, National Chiayi University, Chiayi City, Taiwan)
Yao-Chin Wang (School of Human Environmental Sciences, University of Arkansas, Fayetteville, Arkansas, USA)
Chyong-Ru Liu (Department of Marketing and Tourism Management, National Chiayi University, Chiayi City, Taiwan)
Wen-Shiung Huang (Department of Tourism and Leisure Management, Ling Tung University of Science and Technology, Taichung City, Taiwan)

International Journal of Event and Festival Management

ISSN: 1758-2954

Article publication date: 12 March 2019

Issue publication date: 17 April 2019

1615

Abstract

Purpose

The purpose of this paper is to propose the mechanism of festival attachment and examine how it serves as a significant predictor of place attachment and place loyalty.

Design/methodology/approach

Through on-site survey with convenience sampling, 465 visitors were surveyed at the Pingxi Sky Lantern Festival, which is one of the most famous Taiwanese festivals. Structural equation modeling is used to examine the proposed research model.

Findings

Empirical results of this study reveal that “hedonism” is the most important antecedent for improving festival attachment, followed by novelty seeking, attractions and cultural exploration. Festival attachment exerts positive effects on place attachment, which then increases place loyalty. Moreover, place attachment partially mediates the relationship between festival attachment and place loyalty.

Originality/value

By hosting festivals, festival managers can induce festival attachment in visitors and then transfer the attachment with festivals into the host place. The findings of this study demonstrate the major role of festivals in promoting local tourism.

Keywords

Citation

Tsaur, S.-H., Wang, Y.-C., Liu, C.-R. and Huang, W.-S. (2019), "Festival attachment: antecedents and effects on place attachment and place loyalty", International Journal of Event and Festival Management, Vol. 10 No. 1, pp. 17-33. https://doi.org/10.1108/IJEFM-02-2018-0014

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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