Creating Loyalty by Involvement among Festival Goers

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Advances in Hospitality and Leisure

ISSN: 1745-3542
Series editor(s): Professor Joseph Chen

Subject Area: Tourism and Hospitality

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Document Information:
Title:	Creating Loyalty by Involvement among Festival Goers
Author(s):	Hsing-Jung Tsai, Shih-Shuo Yeh, Tzung-Cheng TC Huan
Volume:	7 Editor(s): Joseph S. Chen ISBN: 978-0-85724-769-8 eISBN: 978-0-85724-770-4
Citation:	Hsing-Jung Tsai, Shih-Shuo Yeh, Tzung-Cheng TC Huan (2011), Creating Loyalty by Involvement among Festival Goers, in Joseph S. Chen (ed.) Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Volume 7), Emerald Group Publishing Limited, pp.173-191
DOI:	10.1108/S1745-3542(2011)0000007013 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Article type:	Chapter Item
Abstract:	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.