Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/14820
Title: Investigating differences in antecedents to value between first-time and repeat festival-goers
Authors: Lee, JS 
Lee, CK
Yoon, Y
Keywords: Festival quality
Festival value
Festival loyalty
First-time and repeat visitors
Issue Date: 2009
Publisher: Routledge, Taylor & Francis Group
Source: Journal of travel & tourism marketing, 2009, v. 26, no. 7, p. 688-702 How to cite?
Journal: Journal of travel & tourism marketing 
Abstract: This study aimed to capture the underlying quality dimensions ( value antecedents) that distinguish between first-timers and repeaters and that cultivate festival loyalty. Structural relationships were analyzed across the quality dimensions, value, and loyalty for first-time and repeat visitors. Structural equation modeling revealed that program and convenient facilities alone were antecedents to value for repeaters, whereas food and souvenir, as well as program and convenient facilities, were value antecedents for first-timers. Specifically, repeat visitors showed stronger relationships on program value and convenient facility value than did first-time visitors. On the other hand, first-time visitors associated more strongly with relationships on food value and souvenir value than did repeat visitors. This distinction resulted in a stronger value-loyalty relationship for repeat visitors than for first-time visitors. These findings contribute to the understanding of festival-attendee behavior and thus, provide researchers and practitioners with insights into how to design a festival in such a way that promotes repeat visitors.
URI: http://hdl.handle.net/10397/14820
ISSN: 1054-8408
EISSN: 1540-7306
DOI: 10.1080/10548400903284511
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