Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/29543
Title: A model of community-based festival image
Authors: Huang, JZ
Li, M 
Cai, LA
Keywords: Community-based festival (CBF)
Image
First-time visitors
Repeat visitors
Issue Date: 2010
Publisher: Pergamon Press
Source: International journal of hospitality management, 2010, v. 29, no. 2, p. 254-260 How to cite?
Journal: International journal of hospitality management 
Abstract: This study initiates an original inquiry into the image of community-based festivals (CBFs). A CBF image model was proposed and empirically tested based on existing destination image models. Four image constructs were identified as Attributes, Family and Friendliness, Affective Association, and Overall Evaluation. The interrelationships among these constructs were tested by structural equation modeling. The findings revealed that Attributes affects Family and Friendliness and Affective Association, which in turn, affects Overall Evaluation. This study also included visitor loyalty in the understanding of CBF image. It was found that repeat visitors had more favorable perceptions of the CBF than did first-time visitors. Significant perceptual differences were found in Family and Friendliness, Affective Association, and Overall Evaluation between the two groups of festival goers. In addition, it was revealed that loyalty exerted significantly negative interaction effects on the relationship between Attributes and Family and Friendliness, as well as the linkage between Family and Friendliness and Overall Evaluation. In addition, this study illustrated the importance of the support of local residents for CBFs. CBF planners and local tourism organizations would benefit from this study in terms of cultivating visitor loyalty to these festivals and building the destination's brand.
URI: http://hdl.handle.net/10397/29543
ISSN: 0278-4319
EISSN: 1873-4693
DOI: 10.1016/j.ijhm.2009.10.010
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