THE AFFECTIVE-PSYCHOLOGICAL PROCESS OF FESTIVAL VISITOR LOYALTY FORMATION Academic Article

abstract

• The present study investigates the causal relationships among emotions, satisfaction, psychological commitment, and loyalty in festival contexts based on the theoretical and empirical evidence underlying customer loyalty development. Using on-site and follow-up survey procedures, data were collected from 228 visitors to the three community-based festivals. The results of structural equation modeling suggested that positive emotions were strong predictors of visitors' overall evaluations of their experience at the festivals. Satisfaction with their overall festival experience was in turn found to strongly influence psychological commitment and loyalty to those festivals. In accordance with the study findings, we provided theoretical implications to advancing our understanding of the loyalty development process by integrating the affective element into the conventional cognitive model. Our findings also provide useful practical insights on the formulation of effective marketing strategies to draw and maintain loyal visitors.

authors

• Kyle, Gerard

published proceedings

• TOURISM ANALYSIS

author list (cited authors)

• Lee, J. J., & Kyle, G. T.

citation count

• 5

complete list of authors

• Lee, Jenny Jiyeon||Kyle, Gerard T

publication date

• August 2014

publisher

• Cognizant, LLC  Publisher

published in

• Tourism Analysis  Journal

keywords

• Consumption Emotions
• Festivals
• Loyalty
• Psychological Commitment
• Satisfaction

Digital Object Identifier (DOI)

• 10.3727/108354214X14029467968727

start page

• 377

end page

• 382

volume

• 19

issue

• 3

URL

• http://dx.doi.org/10.3727/108354214x14029467968727