How does involvement affect attendees’ aboriginal tourism image? Evidence from aboriginal festivals in Taiwan

Tsung Hung Lee and Fen-Hauh Jan

Current Issues in Tourism, 2021, vol. 24, issue 17, 2421-2444

Abstract: This study develops a theoretical model of personal involvement, cultural involvement, place involvement, and tourism image among aboriginal festival attendees in Taiwan. Overall, 1,905 valid responses were collected from attendees of the Amis Ilisin, Paiwan Maleveq, Saisiyat Pas-taai, and Yami Flying Fish aboriginal festivals. The analytic findings illustrated that personal involvement was positively and significantly related to attendees’ cognitive image, affective image, and conative image; cognitive image was significantly and positively related to attendees’ affective image; and affective image was positively and significantly related to attendees’ conative image. Based on the ‘involvement-image’ theoretical framework, this study identified the significant implications of tourism image from the aboriginal festival perspective, providing social science-based insights for aboriginal tourism development.

Date: 2021
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DOI: 10.1080/13683500.2020.1832969

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