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

Yunyao Zhang, Keun-Soo Park and HakJun Song
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Yunyao Zhang: Department of Tourism Management, ChongQing Normal University, University Town, Shapingba District, Chongqing 400031, China
Keun-Soo Park: Department of Hotel & Leisure Management, PaiChai University, 55-40 Baejae-ro (Doma-Dong), Seo-Gu, Daejeon 35345, Korea
HakJun Song: Department of Hotel & Leisure Management, PaiChai University, 55-40 Baejae-ro (Doma-Dong), Seo-Gu, Daejeon 35345, Korea

Sustainability, 2021, vol. 13, issue 9, 1-15

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.

Keywords: tourist motivation; place attachment; satisfaction; support behavior; festivals in the migrant region of China; Wushan International Red Leaves Festival (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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