TY - CHAP AB - Using the Chiayi International Band Festival (CIBF) as an example, this study attempts to examine the relationships between visitor involvement, visitor satisfaction, place attachment, and visitor loyalty. A survey was carried out from December 25, 2010, to January 3, 2011, and was able to obtain 400 valid responses. The study initially theorizes, based on literature review, that satisfaction contributes greatly to place attachment and loyalty, and visitor involvement is just an antecedent of satisfaction. However, the result indicates that visitor involvement is in fact a strong contributing factor of visitor loyalty. Furthermore, the study proposes that the casual relationship between visitor involvement and visitor satisfaction is indirect. The originally proposed model is then revised accordingly. VL - 7 SN - 978-0-85724-769-8, 978-0-85724-770-4/1745-3542 DO - 10.1108/S1745-3542(2011)0000007013 UR - https://doi.org/10.1108/S1745-3542(2011)0000007013 AU - Tsai Hsing-Jung AU - Yeh Shih-Shuo AU - TC Huan Tzung-Cheng ED - Joseph S. Chen PY - 2011 Y1 - 2011/01/01 TI - Creating Loyalty by Involvement among Festival Goers T2 - Advances in Hospitality and Leisure T3 - Advances in Hospitality and Leisure PB - Emerald Group Publishing Limited SP - 173 EP - 191 Y2 - 2024/03/28 ER -