Creating loyalty by involvement among festival goers

Hsing Jung Tsai, Shih Shuo Yeh, Tzung Cheng Tc Huan

Research output: Chapter in Book/Report/Conference proceedingChapter

9 Citations (Scopus)


Using the Chiayi International Band Festival (CIBF) as an example, this study attempts to examine the relationships between visitor involvement, visitor satisfaction, place attachment, and visitor loyalty. A survey was carried out from December 25, 2010, to January 3, 2011, and was able to obtain 400 valid responses. The study initially theorizes, based on literature review, that satisfaction contributes greatly to place attachment and loyalty, and visitor involvement is just an antecedent of satisfaction. However, the result indicates that visitor involvement is in fact a strong contributing factor of visitor loyalty. Furthermore, the study proposes that the casual relationship between visitor involvement and visitor satisfaction is indirect. The originally proposed model is then revised accordingly.

Original languageEnglish
Title of host publicationAdvances in Hospitality and Leisure
Number of pages19
Publication statusPublished - 2011

Publication series

NameAdvances in Hospitality and Leisure
ISSN (Print)1745-3542

All Science Journal Classification (ASJC) codes

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management


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