Examining How Attending Motivation and Satisfaction Affects the Loyalty for Attendees at Aboriginal Festivals

Abstract

This study examined the causal relationships between motivation, satisfaction and loyalty among attendees at aboriginal festivals. A total of 789 usable questionnaires were collected from two aboriginal festivals, Amis Ilisin and Saisiyat Pas‐taai. Data analyses were performed using SPSS 15.0 and LISREL 8.70 for Windows. The analytical results indicate that motivation directly affects satisfaction and indirectly affects loyalty, whereas satisfaction directly affects attendee loyalty at aboriginal festivals. Moreover, satisfaction significantly affects the loyalty of attendees at aboriginal festivals and is an important mediating variable in the behavioral model of aboriginal festivals. Copyright © 2011 John Wiley & Sons, Ltd.

Visitors' Motivation for Attending Traditional Cultural Events as the Basis for Market Segmentation: Evidence from Slovakia

“…Although some similarities across the studies were found, Nicholson and Pearce (2001) concluded that the importance of motivational domains differed across various contexts. Lee and Hsu (2011) in the context of two aboriginal festivals in Taiwan factor analyzed 13 motivation statements which resulted in the following three domains of motivation: cultural experiences, leisure and psychology and self-expression. Park et al (2014) examined what motivated first-time visitors to attend a wine and food festival in Florida.…”

“…Literature on festivals and events has frequently highlighted numerous benefits brought up to local communities by hosting festivals. Festivals are regarded as accelerators of economic development of local communities (Lee and Hsu, 2011). Thematic festivals provide cost-effective platforms for promotion of start-up businesses and help raising awareness of new products and preferences for locally produced goods.…”

“…Providing opportunities for entertainment and recreation for all generations of visitors festivals add to residents' perceptions of a local community as a good place for living and enhance community cohesion and residents' pride in being members of a host community (Kim and Uysal, 2003). In the context of intangible benefits of hosting festivals it has been frequently highlighted that festivals help preserve local culture and traditions (Lee and Hsu, 2011). Festivals and events play important roles in marketing of destinations, due to their potential to instill positive impressions in the minds of tourists who have never previously visited a hosting community and stimulate their interest and desire to visit the locality (Yolal et al, 2009;Matheson et al, 2014).…”

“…Therefore, visitors' motivation has become one of the most examined topic in festival tourism. A number of studies of festival visitors' motivation have been conducted in a variety if festival settings in the USA (Mohr et al, 1993;Crompton and McKay, 1997;Lee and Beeler, 2009), Taiwan (Lee and Hsu, 2011), South Korea (Lee et al, 2004), Australia (Nicholson and Pearce, 2001;Axelsen and Swan, 2010).…”

Sunrise as a tourist attraction in the context of tourist motivation theory: a case study of the peak of Babia Góra (Western Carpathians)

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