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  • The effect of community attachment on cultural festival visitors' satisfaction and future intentions

    Author(s)
    Lee, Insun Sunny
    Lee, Timothy Jeonglyeol
    Arcodia, Charles
    Griffith University Author(s)
    Arcodia, Charles
    Year published
    2014
    Metadata
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    Abstract
    This paper explores the characteristics of multicultural festival visitors on the basis of their attachment to a certain culture or a cultural community, and examines the influences of this attachment on levels of overall satisfaction and future intentions. Two distinctive types of visitors to cultural festivals are recognised based on their attachment to the culture of the festival. A total of 420 valid questionnaires from three multicultural festivals in Korea were collected. This study found that community attachment, defined as an attachment to a certain culture or a cultural community, had significant impacts on ...
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    This paper explores the characteristics of multicultural festival visitors on the basis of their attachment to a certain culture or a cultural community, and examines the influences of this attachment on levels of overall satisfaction and future intentions. Two distinctive types of visitors to cultural festivals are recognised based on their attachment to the culture of the festival. A total of 420 valid questionnaires from three multicultural festivals in Korea were collected. This study found that community attachment, defined as an attachment to a certain culture or a cultural community, had significant impacts on intention to revisit and positive word-of- mouth (WOM). Visitors who are attached to an ethnic culture or a cultural community are more likely to revisit and spread positive WOM than people who are not attached. The paper concludes that community attachment influences cultural festival visitors' future intentions, and can be used as a predictor of the relationship between satisfaction and future intentions. From the results of the study, strategic marketing and management implications, based on community attachment, are suggested to increase repeat visitation and attract more visitors through positive WOM.
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    Journal Title
    Current Issues in Tourism
    Volume
    17
    Issue
    9
    DOI
    https://doi.org/10.1080/13683500.2013.770450
    Subject
    Marketing
    Tourism
    Tourism management
    Publication URI
    http://hdl.handle.net/10072/58264
    Collection
    • Journal articles

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