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Tourists’ Motivation, Place Attachment, Satisfaction and Support Behavior for Festivals in the Migrant Region of China

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  • Yunyao Zhang

    (Department of Tourism Management, ChongQing Normal University, University Town, Shapingba District, Chongqing 400031, China)

  • Keun-Soo Park

    (Department of Hotel & Leisure Management, PaiChai University, 55-40 Baejae-ro (Doma-Dong), Seo-Gu, Daejeon 35345, Korea)

  • HakJun Song

    (Department of Hotel & Leisure Management, PaiChai University, 55-40 Baejae-ro (Doma-Dong), Seo-Gu, Daejeon 35345, Korea)

Abstract

This study aimed to explore the relationships among tourist motivation, place attachment, satisfaction and support behavior for hosting festivals in the migrant region of China. A self-administered questionnaire was used to conduct an on-site survey and a second-order structural equation modeling (SEM) technique was employed. The results of the current study showed that visitors’ general festival motivations had a positive influence on their place attachment and satisfaction. Visitors’ theme-related motivations had a positive influence on their place identity and satisfaction. Place dependence and place identity also positively affected their low-effort support behavior. In addition, visitors’ place identity was a positive antecedent of their high-effort support behavior. Visitors’ place attachment had a positive influence on their satisfaction and visitors’ satisfaction positively affected their support behavior. This study encouraged festival organizers to become aware that place attachment performs an important role in attracting tourists, and nostalgia is one of the most important motivations for hosting festivals in the migrant region of China. As a result, this study provides crucial insights that organizers should pay attention to place attachment and place identity in order to satisfy visitors and support festival activities.

Suggested Citation

  • Yunyao Zhang & Keun-Soo Park & HakJun Song, 2021. "Tourists’ Motivation, Place Attachment, Satisfaction and Support Behavior for Festivals in the Migrant Region of China," Sustainability, MDPI, vol. 13(9), pages 1-15, May.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:9:p:5210-:d:549870
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    References listed on IDEAS

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    1. Yuksel, Atila & Yuksel, Fisun & Bilim, Yasin, 2010. "Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty," Tourism Management, Elsevier, vol. 31(2), pages 274-284.
    2. Song, Hak Jun & Lee, Choong-Ki & Kang, Soo K. & Boo, Sug-jin, 2012. "The effect of environmentally friendly perceptions on festival visitors’ decision-making process using an extended model of goal-directed behavior," Tourism Management, Elsevier, vol. 33(6), pages 1417-1428.
    3. Hwang, Sean-Shong & Xi, Juan & Cao, Yue & Feng, Xiaotian & Qiao, Xiaofei, 2007. "Anticipation of migration and psychological stress and the Three Gorges Dam project, China," Social Science & Medicine, Elsevier, vol. 65(5), pages 1012-1024, September.
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    Cited by:

    1. Luyi Qiu & Aro I & Timothy J. Lee & Jinok Susanna Kim, 2021. "How Sustainable Social Media Advertising Affect Visitors’ Decision to Attend a Festival Event?," Sustainability, MDPI, vol. 13(17), pages 1-16, August.
    2. Yanfang Zeng & Lihua Liu & Rui Xu, 2022. "The Effects of a Virtual Reality Tourism Experience on Tourist’s Cultural Dissemination Behavior," Tourism and Hospitality, MDPI, vol. 3(1), pages 1-16, March.

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