Festival personality, satisfaction and loyalty: the moderating effect of involvement

IF 2.2 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Event and Festival Management Pub Date : 2023-11-27 DOI:10.1108/ijefm-12-2022-0102

Deniz Karagöz, Haywantee Ramkissoon

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引用次数: 0

Abstract

Purpose

The objective of this study was to examine the relationships among festival personality, satisfaction and loyalty. Also, the study further analyzed the moderation effect of involvement on the relationships between festival personality, satisfaction and loyalty.

Design/methodology/approach

The authors adopt a two-stage mixed-method approach. Through a list of brand personality traits from previous research and in-depth interviews with participants of a film festival, festival personality constructs were identified: exceptional, competent, reliable and cozy. The authors then analyzed an integrative model of festival personality, satisfaction, involvement and loyalty from the qualitative findings. A survey with a convenience sample of 279 film festival participants was conducted.

Findings

The findings suggest that festival personality influence satisfaction and loyalty. Furthermore, this study confirms the significant impact of involvement on the relationships between festival personality, satisfaction and loyalty.

Originality/value

This study enables authors to understand the festival personality from the perspective of the visitors and expands the theoretical understanding of how the personality of the festival affects the visitors. The findings of this study suggest that the festival personality can be predictors and determinants of participants' satisfaction and loyalty. Also, this is one of the first attempts to identify the effects of involvement on festival personality and its outcomes. Current research findings demonstrated involvement as a moderator variable in the relationships between festival personality and festival satisfaction and loyalty.

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节日个性、满意度与忠诚:涉入的调节作用

目的探讨节日人格、满意度和忠诚度之间的关系。同时，本研究进一步分析了涉入对节日人格、满意度和忠诚关系的调节作用。设计/方法/方法作者采用了两阶段混合方法。通过先前研究的品牌人格特征列表和对电影节参与者的深度访谈，我们确定了节日人格结构:卓越、能干、可靠和舒适。在此基础上，作者分析了节日个性、满意度、参与度和忠诚度的整合模型。对279名电影节参与者进行了方便抽样调查。研究结果表明，节日性格会影响满意度和忠诚度。此外，本研究证实了涉入对节日人格、满意度和忠诚度的关系有显著影响。独创性/价值本研究使作者能够从游客的角度来理解节日个性，拓展了对节日个性如何影响游客的理论认识。本研究结果表明，节日个性是参与者满意度和忠诚度的预测因素和决定因素。此外，这是首次尝试确定参与对节日个性及其结果的影响之一。目前的研究结果表明，参与是节日人格与节日满意度和节日忠诚关系的调节变量。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Event and Festival Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

3.80

自引率

13.60%

发文量

期刊介绍： The International Journal of Event and Festival Management advances knowledge in the field of events management and enhances the uptake of such knowledge by academics in the field. The double-blind peer-reviewed journal will cover events management issues ranging in scope from small festivals, business and special events to mega events such as the Olympics. Articles will be sourced from all disciplinary perspectives and a multi-disciplinary research approach is encouraged.