The effect of community attachment on cultural festival visitors' satisfaction and future intentions

Insun Sunny Lee, Timothy Jeonglyeol Lee and Charles Arcodia

Current Issues in Tourism, 2014, vol. 17, issue 9, 800-812

Abstract: This paper explores the characteristics of multicultural festival visitors on the basis of their attachment to a certain culture or a cultural community, and examines the influences of this attachment on levels of overall satisfaction and future intentions. Two distinctive types of visitors to cultural festivals are recognised based on their attachment to the culture of the festival. A total of 420 valid questionnaires from three multicultural festivals in Korea were collected. This study found that community attachment, defined as an attachment to a certain culture or a cultural community, had significant impacts on intention to revisit and positive word-of-mouth (WOM). Visitors who are attached to an ethnic culture or a cultural community are more likely to revisit and spread positive WOM than people who are not attached. The paper concludes that community attachment influences cultural festival visitors' future intentions, and can be used as a predictor of the relationship between satisfaction and future intentions. From the results of the study, strategic marketing and management implications, based on community attachment, are suggested to increase repeat visitation and attract more visitors through positive WOM.

Date: 2014
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://hdl.handle.net/10.1080/13683500.2013.770450 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:rcitxx:v:17:y:2014:i:9:p:800-812

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/rcit20

DOI: 10.1080/13683500.2013.770450

Access Statistics for this article

Current Issues in Tourism is currently edited by Jennifer Tunstall

More articles in Current Issues in Tourism from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().