Key success factors on loyalty of festival visitors: the mediating effect of festival experience and festival image

• Dalgiç, Ali ^[2] ; Birdir, Kemal ^[1]
  1. [1] Mersin University

     Mersin University

     Turquía

     
  2. [2] Isparta University of Applied Sciences
• Localización: Tourism & Management Studies, ISSN-e 2182-8466, ISSN 2182-8458, Vol. 16, Nº. 1, 2020, págs. 28-38
• Idioma: inglés
• DOI: 10.18089/tms.2020.160103
• Títulos paralelos:
  • Principais fatores de sucesso na lealdade dos visitantes de festivais: o efeito mediador da experiência e da imagem do festival
• Enlaces
  • Texto completo (pdf)
• Resumen
  • English

    This study, based on systems theory, information processing theory, image theory, stimulus-organism-response theory and reasoned action theory, was conducted on festival visitors to investigate festival key success factors' effect on festival experience, festival image and festival loyalty. In addition, the effect of key success factors on festival loyalty through the mediator role of festival experience and festival image was investigated. This research developed a model by bringing together festival key success factors, festival experience (emotional and cognitive experience), festival image (emotional and cognitive experience) and festival loyalty. Study data were gathered from participants joining Orange Blossom Festival. Path analysis and structural equation modelling analysis showed that festival key success factors, festival experience and festival image variables have significant and positive effect on festival loyalty. Moreover, it was revealed that festival experience and festival image play a mediating role on effect of festival key success factors on festival loyalty.

  • português

    Este estudo, baseado na teoria dos sistemas, teoria do processamento da informação, teoria da imagem, teoria do estímulo-organismo-resposta e teoria da ação racional, foi realizado com os visitantes de um festival para investigar os efeitos dos principais fatores de sucesso na experiência, imagem e lealdade do festival. Além disso, foi investigado o efeito dos principais fatores de sucesso na lealdade do festival, através do papel mediador da experiência e da imagem do festival. Esta pesquisa desenvolveu um modelo reunindo os principais fatores de sucesso, a experiência (experiência emocional e cognitiva), a imagem (experiência emocional e cognitiva) e a lealdade do festival. Os dados do estudo foram coletados dos participantes do Orange Blossom Festival na Turquia. A path analysis e a análise de modelagem de equações estruturais mostraram que os principais fatores de sucesso, a experiência e a imagem do festival aumentam significativamente a lealdade do festival. A experiência e a imagem do festival desempenham um papel mediador no efeito dos principais fatores de sucesso na lealdade do festival.

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