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Understanding urban festival attendees’ involvement in Hong Kong dragon boat festival

Felix Elvis Otoo (Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Macau, China)
Cecilia Ngwira (Department of Tourism, Faculty of Tourism, Hospitality and Management, Mzuzu University, Mzuzu,Malawi)
Zandivuta Kankhuni (Department of Tourism, Faculty of Tourism, Hospitality and Management, Mzuzu University, Mzuzu,Malawi)

International Journal of Tourism Cities

ISSN: 2056-5607

Article publication date: 16 August 2022

Issue publication date: 9 December 2022

202

Abstract

Purpose

The purpose of this study is to examine the influence of involvement, satisfaction and festival attachment on urban Dragon Boat Festival (DBF) attendees’ future intentions.

Design/methodology/approach

Data were collected from 307 participants of the Hong Kong DBF using a survey instrument. Data was analysed using a series of analytical tools including factor analysis, structural equation modelling and bootstrap mediation.

Findings

Results indicate that festival attendees’ involvement and satisfaction directly influenced future intentions with the DBF, but this was not the case for festival attachment. Consequently, satisfaction is a key puzzle piece for understanding why DBF attendees may not revisit despite a positive attachment to the DBF.

Research limitations/implications

The study draws implications for DBF promotion as an urban cultural event.

Originality/value

This study sheds light on the key drivers of attendees’ future intentions among both residents and tourists to urban festivals. A noble contribution to knowledge in this regard is that attachment alone is not sufficient to induce loyalty among DBF patrons. Essentially, satisfaction is a vital element for repeat visits. The study also makes important distinctions in determining elements of attachment.

Keywords

Citation

Otoo, F.E., Ngwira, C. and Kankhuni, Z. (2022), "Understanding urban festival attendees’ involvement in Hong Kong dragon boat festival", International Journal of Tourism Cities, Vol. 8 No. 4, pp. 1079-1101. https://doi.org/10.1108/IJTC-10-2021-0207

Publisher

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Emerald Publishing Limited

Copyright © 2022, International Tourism Studies Association.

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