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Impact of government policy and environment quality on visitor loyalty to Taiwan music festivals: Moderating effects of revisit reason and occupation type

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  • Lee, Yao-Kuei

Abstract

Tourists' repeat patronage is a prerequisite for sustainable festivals. Past studies have examined tourist cognition, affection, and conation to festivals. Government involvement in festivals has increased during the past decade; however, few studies have examined how government policy and environment quality influence visitor loyalty to festivals. Using sample data collected from 931 visitors during spring music festivals held in Southern Taiwan, this study used a structural equation model (SEM) with latent variables to examine these influences. The results suggest that government policy positively influences perceived environment quality, visitor satisfaction, and loyalty to festivals. Furthermore, the results from a multigroup SEM approach reveal that tourists' revisit reason (revisit festival versus other) and occupation type (student versus nonstudent) moderate the relationships between government policy and festival loyalty. Implications on festival planning and government policymaking are discussed.

Suggested Citation

  • Lee, Yao-Kuei, 2016. "Impact of government policy and environment quality on visitor loyalty to Taiwan music festivals: Moderating effects of revisit reason and occupation type," Tourism Management, Elsevier, vol. 53(C), pages 187-196.
    • Handle: RePEc:eee:touman:v:53:y:2016:i:c:p:187-196
    DOI: 10.1016/j.tourman.2015.10.004
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    Cited by:

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    2. Ahmad Saifalddin Abu-Alhaija & Hosni Shareif Hussein & Almothanna Jamil Abu Allan, 2019. "Relationship between Customer Satisfaction and Customer Loyalty: A Review and Future Directions of its Nature and Approaches," Eurasian Journal of Social Sciences, Eurasian Publications, vol. 7(4), pages 28-39.
    3. Yürük, Pınar & Akyol, Ayşe & Şimşek, Gülhayat Gölbaşı, 2017. "Analyzing the effects of social impacts of events on satisfaction and loyalty," Tourism Management, Elsevier, vol. 60(C), pages 367-378.
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    5. Blend Ibrahim & Ahmad Aljarah & Dima Sawaftah, 2021. "Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism," Sustainability, MDPI, vol. 13(4), pages 1-15, February.
    6. Gyehee Lee & Xiao Lin & Yunseon Choe & Wenya Li, 2021. "In the Eyes of the Beholder: The Effect of the Perceived Authenticity of Sanfang Qixiang in Fuzhou, China, among Locals and Domestic Tourists," Sustainability, MDPI, vol. 13(22), pages 1-25, November.

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