JSSM  Vol.7 No.6 , December 2014
Study on Relationship between Visitor Value, Degree of Satisfaction and Loyalty in Musical Festival Activity
Author(s) Cheng-Wei Chung1,2*
ABSTRACT
Compared with other types of festival activities, the musical festivals can attract large crowds of visitors easily and quickly. When the value experience of visitors is high, their satisfaction and loyalty will also be higher. In activities, the high degree of satisfaction means higher loyalty. The hypothesis model in this study indicates the causal relationship between visitor value and degree of satisfaction, as well as the significant impact of visitor value on loyalty in musical festival activities. However, though the musical festival activities can attract visitor stream very quickly, the activity organizers should think more about how to make the visitors willing to come, especially when most visitors for these activities make a special trip. For these visitors, the degree of experience of the visitors should be emphasized, because this will be the most important reason influencing visitors’ feeling about the activities.

Cite this paper
Chung, C. (2014) Study on Relationship between Visitor Value, Degree of Satisfaction and Loyalty in Musical Festival Activity. Journal of Service Science and Management, 7, 390-395. doi: 10.4236/jssm.2014.76036.
References
[1]   Walsh, H.J. and Stevens, T. (1990) The Management of Visitor Attractions and Events. Prentice Hall, Englewood Cliffs.

[2]   Richards, R.A. (1992) The Effect of Dwarfing Genes in Spring Wheat in Dry Environments. II. Growth, Water Use and Water-Use Efficiency. Crop and Pasture Science, 43, 529-539.
http://dx.doi.org/10.1071/AR9920529

[3]   Huang, C.Y. (2010) Cultural and Creative Energy Combined with Tourism Festival—Music Festival. Taiwan Economic Research Monthly, 33, 46-52.

[4]   Cheng, C.W., Chen, H.T. and Tu, H.Y. (2012) The Study of Conduct Characteristics Index to Locality Festival Sustainable Development. Journal of Sport, Leisure and Hospitality Research, 7, 45-64.

[5]   Getz, D. (1991) Festivals, Special Events, and Tourism. Van Nostrand Reinhold, New York.

[6]   Li, C.J. (2012) Constructing and Verifying the Values Scales for Festival Visitors: The Example of Central Taiwan Lantern Festival. Kaohsiung Normal University Journal, 32, 91-112.

[7]   Hou, J.S. and Yao, C.W. (1997) Residents’ Attitude of Leisure and Satisfaction of Neighborhood Park in Taichung City. Journal of Outdoor Recreation Study, 10, 1-17.

[8]   Bammel, G. and Burrus-Bammel, L.L. (1996) Leisure and Human Behavior. 3rd Edition, Times Mirror Higher Education Group. William C. Brown, Dubuque.

[9]   Fang, C.Y., Lee, M.T. and Tsai, C.C. (2011) An Examination of the Effects of Motivation and Satisfaction on Loyalty: National Museum of Marine Biology and Aquarium. Bulletin of Taiwan Shoufu University, 2, 55-74.

[10]   Backman, S.J. and Crompton, J.L. (1991) The Usefulness of Selected Variables for Predicting Activity Loyalty. Leisure Sciences, 13, 205-220.
http://dx.doi.org/10.1080/01490409109513138

[11]   Oliver, R.L. (1980) A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17, 460-469.
http://dx.doi.org/10.2307/3150499

[12]   Agustin, C. and Singh, J. (2005) Curvilinear Effects of Consumer Loyalty Determinants in Relational Exchanges. Journal of Marketing Research, 42, 96-108.
http://dx.doi.org/10.1509/jmkr.42.1.96.56961

[13]   Tsaur, S.H., Chiu, Y.T. and Wang, C.H. (2007) The Visitors Behavioral Consequences of Experiential Marketing: An Empirical Study on Taipei Zoo. Journal of Travel and Tourism Marketing, 21, 47-64.
http://dx.doi.org/10.1300/J073v21n01_04

[14]   Ping, L.Y. (2004) The Study of Developing Teacher Personality Inventory for Elementary School Teachers. Journal of National University of Tainan, 38, 115-130.

[15]   Cheng, C.W., Lung, C.H. and Chang, C.W. (2013) A Study on Leisure Motivation, Visitors’ Value, Satisfaction and Loyalty for Visitor—A Case of 2013 Kaohsiung International Invitational Dragon Boat Race. Journal of Sport and Recreation Management, 10, 45-62.

 
 
Top