The influence of event attributes on tourist’s loyalty: Evidence from the Ashoura event in Yazd City

Nikraftar, T.; Jalali, M.

doi:10.22034/IJHCUM.2019.02.05

Document Type : ORIGINAL RESEARCH ARTICLE

Authors

Department of Entrepreneurship, University of Tehran, Tehran, Iran

https://doi.org/10.22034/IJHCUM.2019.02.05

Abstract

Many studies have found that the perceived authenticity of cultural and religious events affects event satisfaction and loyalty. Little is currently known about how perceived authenticity is affected by the facilities, such as food and the availability of information, which are independent determinants of satisfaction and loyalty. This study aims to examine the antecedents of event loyalty. Questionnaire data were collected from 315 tourists participated in Ashoura event. This article explores this complex relationship using empirical data collected through a survey conducted during 2017 Ashoura event. The results indicate 53% of the variance of the event loyalty followed by event satisfaction and 35% of it belongs to event perceived authenticity. In addition, the results show that the greater the perceived authenticity with the event leads to the higher the degree of satisfaction with the event as indicated by a parameter estimated as 0.56 (p < 0.01). However, the relationship between facilities and event loyalty is no significant (0.006; p > 0.01). Based on the findings, the study concluded that facilities influence tourists’ loyalty through event satisfaction and perceived existential authenticity.

Keywords

Main Subjects

Human capital in urban management

References

Akhoondnejad, A., (2016). Tourist loyalty to a local cultural event: The case of Turkmen handicrafts festival. Tour. Manage. 52: 468–477 (10 pages).

Anil, N.K., (2012). Festival visitors’ satisfaction and loyalty: An example of small, local, and municipality organized festival. Turizam: međunarodni znanstveno-stručni Časopis, 60(3): 255-271 (17 Pages).

Baker, D.A.; Crompton, J.L., (2000). Quality, satisfaction and behavioral intentions. Ann. Tour. Res., 27(3): 785-804 (20 Pages).

Berry, L. L., (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. J Retailing., 64(1): 12-40(39 pages).

Brown, G.; Essex, S., Assaker, G. and Smith, A., (2017). Event satisfaction and behavioral intentions: examining the impact of the London 2012 Olympic Games on participation in sport. Eur. Sport Manage. Q, 17(3): 331-348(18 pages).

Chhabra, D., (2008). Positioning museums on an authenticity continuum. Ann. Tour. Res., 35: 427–447(21 pages).

Chin, W.W., (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research. Chapter 10: 295- 336 (42 pages).

Coban, S., (2012). The Effects of the Image of Destination on tourist satisfaction and loyalty: The Case of Cappadocia. Europ. J. Soc. Sci., 29(2): 222-232 (11 pages).

Cronin, J. J.; Taylor, S. A., (1992). Measuring service quality: a reexamination and extension. J. Market., 56(3): 55-69(15 pages).

Guerreiro, M.; Valle, P.; Mendes, J., (2013). Events and tourism destination image. Lambert Academic Publishing. Saarbrücken. Germany (76 pages).

Kim, H.; Jamal, T., (2007). Touristic quest for existential authenticity. Ann. Tour. Res., 34(1): 181-201(21 pages).

Kolar, T.; Zabkar, V., (2010). A consumer-based model of authenticity: An oxymoron or the foundation of cultural heritage marketing?. Tour. Manage., 31(5): 652-664 (13 pages).

Lee, J., (2014). Visitors' emotional responses to the festival environment. J Travel Tour. Mark. 31(1): 114-131(18 pages).

Lee, T.; Hsu, F., (2011). Examining how attending motivation and satisfaction affects the loyalty for attendees at aboriginal festivals. Int. J Tour. Res., 15(1): 1922-1970 (48 pages).

Lee, YK.; Lee, CK.; Lee, SK.; Babin, BJ., (2008). Festivalscapes and patrons’ emotions, satisfaction, and loyalty. J BUS RES., 61(1): 56–64 (9 pages).

Mensah, C., (2013). Residents satisfaction and behavioral intention with Asogli Yam Festival in Ghana. Int. J. Asian Soc. Sci., 3(3): 682-702(21pages).

Novello, S.; Fernandez, P.M., (2016). The influence of event authenticity and quality attributes on behavioral intentions. J. Hosp. Tour. Res., 40(6): 685-714 (20 pages).

Pine, B.J.; Pine, J.; Gilmore, J.H., (1999). The experience economy. Work is a theater and every business a stage. Boston, MA: Harv. Bus. Press. (254 pages).

Pierre, J.M.; Hutchinson, E.; Abdulrazak, H., (2007). The Shi'a remembrance of Muharram: An explanation of the days of Ashura and Arba'een. Mil. Rev., 87(2): 61- 69 (9 pages).

Reisinger, Y.; Steiner, C. J., (2006). Reconceptualizing object authenticity. Ann. Tourism. Res., 33(1): 65–86 (22 pages).

Robinson, R. N. S.; Clifford, C. C., (2012). Authenticity and festival foodservice experiences. Ann. Tourism. Res. 39(2):571-600 (30 pages).

Shen, S., (2014). Intention to revisit traditional folk events: a case study of Qinhuai Lantern Festival, China. Int. J Tour. Res., 16(5): 513-520(8 pages).

Wang, N., (1999). Rethinking authenticity in tourism experience. Ann. Tour. Res., 26(2): 349-370 (22 pages).

Wetzels, M.; Odekerken-Schröder, G.; van Oppen, C., (2009). Using PLS Path Modeling for Assessing Hierarchical Construct Models: Guidelines and Empirical Illustration. MIS Quart, 33(1):177-195(19 pages).

Wu, H.C.; Wong, J.; W.C.; Cheng, C.-C., (2014). An empirical study of behavioral intentions in the food festival: the case of Macau. Asia Pac. J. Tour. Res., 19(11): 1278-1305 (28 pages).

Yang, J., Gu, Y.; Cen, J. (2011). Festival tourists' emotion, perceived value, and behavioral intentions: a test of the moderating effect of festival scape, Taylor and Francis Group. J. Conv. Event Tour., 12(1): 25-44 (20 pages).

Yoon,Y.S.; Lee, J.S.; Lee,C.K., (2010). Measuring festival quality and value affecting visitors’ satisfaction and loyalty using a structural approach. Int. J. Hosp. Manage., 29(2): 335–342(8 pages).

Yoon, Y.; Uysal, M., (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tour. Manage., 26(1): 45-56(12 pages).

Zhang, H.; Fu, X.; Cai, L.A.; Lu, L., (2014). Destination image and tourist loyalty: a meta-analysis. Tour. Manage., 40: 213-223(11 pages).

LETTERS TO EDITOR

International Journal of Human Capital in Urban Management (IJHCUM) welcomes letters to the editor for the post-publication discussions and corrections which allows debate post publication on its site, through the Letters to Editor. Letters pertaining to manuscript published in IJHCUM should be sent to the editorial office of IJHCUM within three months of either online publication or before printed publication, except for critiques of original research. Following points are to be considering before sending the letters (comments) to the editor.

[1] Letters that include statements of statistics, facts, research, or theories should include appropriate references, although more than three are discouraged.

[2] Letters that are personal attacks on an author rather than thoughtful criticism of the author’s ideas will not be considered for publication.

[3] Letters can be no more than 300 words in length.

[4] Letter writers should include a statement at the beginning of the letter stating that it is being submitted either for publication or not.

[5] Anonymous letters will not be considered.

[6] Letter writers must include their city and state of residence or work.

[7] Letters will be edited for clarity and length.

Name *

Email Address *

Affiliation *

Comments *

Security Code *

International Journal of Human Capital in Urban Management

The influence of event attributes on tourist’s loyalty: Evidence from the Ashoura event in Yazd City

References

References

Send comment about this article

Volume 4, Issue 2 - Serial Number 14
April 2019
Pages 119-126

The influence of event attributes on tourist’s loyalty: Evidence from the Ashoura event in Yazd City

References

References

Send comment about this article

Volume 4, Issue 2 - Serial Number 14April 2019Pages 119-126

Volume 4, Issue 2 - Serial Number 14
April 2019
Pages 119-126