Measuring Tourist Festival Experience: Development and Validation of the PHF-TX Model

Abstract

Despite the economic and academic importance of periodic hallmark festivals (PHFs) and customer experience, knowledge about the tourist experience (TX) in a PHF consumption context remains limited. In response, this research conceptualizes a novel “periodic hallmark festival tourist experience” (PHF-TX) construct and develops a measurement instrument. Findings from three empirical studies of PHF tourists confirmed six constituent perceived value dimensions of PHF-TX. Empirically, PHF-TX was positively associated with behavioral intentions and subjective wellbeing, with festival attachment playing a mediating role. Important theoretical and practical implications include heterogeneity with prior experience and an attenuated impact of PHF-TX in the proposed relationships, indicating that the relationship between PHF-TX and behavioral intention may differ between first-time and repeat PHF tourists. This finding suggests there may be a point on the perceived value spectrum where the benefits of PHF-TX increase at a decreasing rate. Consequently, PHF organizers are recommended to nurture festival attachment opportunities for first-time tourists.

From the land of Gama: event attachment scale (EAS) development exploring fans' attachment and their intentions to spectate at traditional gaming events

“…The model fit indices are satisfactory. A similar criterion is followed by researchers investigating festival experiences (Olivier et al ., 2022). In line with this criterion, we can safely conclude that game attachment, player attachment and ground attachment strongly correlate with spectator intentions to follow Kushti events.…”

“…Despite the fact that fans are loyal to Kushti as a sport, the viewership can be increased when proper ground facilities are offered. A good service experience at an event increases the likelihood that fans will continue following their favorite sports (Tsaur et al ., 2019; Lee, 2022; Olivier et al ., 2022). Fourth, marketers of fashion products, especially clothing targeted toward the male market segment can approach these Kushti events to promote their brands.…”

Tourist Experience Challenges: A Holistic Approach

“…Xu et al (2018) studied the relationships between TX, tourism involvement, and environmentally responsible behavior in a wetland park [145]. Cajiao et al 2022) developed a scale to evaluate TX in periodic hallmark festivals in Australia (PHFs) based on their PHF-TX model [120]. Aybek and Ozdemir (2022) studied the effects of ethnic restaurant experience [66].…”