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The Effect of Cultural Heritage Tourism on Tourist Word of Mouth: The Case of Lok Versa Festival, Pakistan

Author

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  • Muhammad Hasnain Abbas Naqvi

    (School of Economics and Management, Southwest Jiaotong University, Chengdu 610031, China
    All Author contributed equally and share the first equal authorship rights.)

  • Yushi Jiang

    (School of Economics and Management, Southwest Jiaotong University, Chengdu 610031, China
    All Author contributed equally and share the first equal authorship rights.)

  • Mishal Hasnain Naqvi

    (Business School, Sichuan University, Chengdu 610065, China
    All Author contributed equally and share the first equal authorship rights.)

  • Miao Miao

    (School of Economics and Management, Southwest Jiaotong University, Chengdu 610031, China
    All Author contributed equally and share the first equal authorship rights.)

  • Changyong Liang

    (School of Management, Hefei University of Technology, Hefei 230009, China
    All Author contributed equally and share the first equal authorship rights.)

  • Shafaqat Mehmood

    (School of Management, Hefei University of Technology, Hefei 230009, China
    All Author contributed equally and share the first equal authorship rights.)

Abstract

Festivals are the most viable source of tourism promotion and provide recognition to different cultures and communities. This paper proposed and examined a holistic model of festival word of mouth (WOM), which is influenced by authenticity, promotion, loyalty, quality, and satisfaction. Accordingly, the current paper investigated the effect of the proposed model with reference to Lok Virsa handicrafts, the most famous festival of the Islamabad region in Pakistan. The findings revealed that the festival quality has direct impact on WOM and promotion. Promotion has a positive influence on loyalty, satisfaction, and WOM. Festival authenticity strongly influences promotion, quality, satisfaction, and WOM. Festival satisfaction is positively related to WOM and loyalty. Whereas, festival loyalty and WOM are significantly associated. The results suggest that festival organizers should deliver the claims and promises in the festival that they have made with tourists. This technique will harvest positive WOM and increase tourist re-visitation to upcoming festivals.

Suggested Citation

  • Muhammad Hasnain Abbas Naqvi & Yushi Jiang & Mishal Hasnain Naqvi & Miao Miao & Changyong Liang & Shafaqat Mehmood, 2018. "The Effect of Cultural Heritage Tourism on Tourist Word of Mouth: The Case of Lok Versa Festival, Pakistan," Sustainability, MDPI, vol. 10(7), pages 1-21, July.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:7:p:2391-:d:157049
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    References listed on IDEAS

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    Cited by:

    1. Shafaqat Mehmood & Changyong Liang & Dongxiao Gu, 2018. "Heritage Image and Attitudes toward a Heritage Site: Do They Really Mediate the Relationship between User-Generated Content and Travel Intentions toward a Heritage Site?," Sustainability, MDPI, vol. 10(12), pages 1-26, November.

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