Although many previous studies have recognized festivals and special events as an important area in hospitality research, there has been little research attempting to understand attendee's behavior by comparing different themed festivals or events. Traditionally, researchers have focused on a single event or festival rather than understanding and comparing different themed events together. The purposes of this study are threefold: 1) To examine the relationships among three components: perceived value, satisfaction, and intention to revisit, 2) To compare the results of causal relationships among three components from two festivals in the same destination, and 3) To provide any managerial implication. A research model is proposed and tested by causal relationships among those factors. The theoretical background is explained in the literature review. All hypotheses were supported at the significant level (p< 0.05) except H7: There are significant differences between the two proposed models of festival (i.e., arts and food). The findings of this study can help stakeholders of destinations better understand attendee's behavior and develop festivals that can attract more business.
- Smart PLS