Research On Brand Loyalty Of Festivals Based On Value Co-creation Theory

Modern festivals play an increasingly prominent role in promoting the economic and cultural development of cities as a booster for tourism.However,the sustainable development of festivals is constrained by a number of factors such as difficulties in branding and excessive homogeneity.Therefore,how to explore the mechanism of co-creation of the value of the host and customer of the festival,shape the brand of the festival,and improve the brand loyalty of the visitors of the festival has become a practical problem that needs to be solved urgently.Based on the theory of value co-creation,this paper attempts to study the festival issue from the perspective of subject-object value co-creation,explore the influence of value co-creation behavior of visitors to festival activities on brand loyalty,and how value co-creation behavior affects the internal mechanism of brand loyalty through brand image.Firstly,on the basis of previous research,the value co-creation behavior is divided into two dimensions: participation behavior and citizen behavior,and brand image is used as a media factor into four dimensions: cognitive image,emotional image,service image,traffic and safety image,and their influence on emotional loyalty and behavioral loyalty in the result variable brand loyalty is explored.Secondly,taking the China(Hangzhou)International Cartoon & Animation Festival as a case study,an empirical study was carried out,and questionnaires were distributed to visitors of the Animation Festival through online and offline channels,and 438 valid questionnaires were obtained.Finally,SPSS26.0 was used for data analysis,the relationship between variables was explored,and the research conclusions were summarized and relevant countermeasures were proposed according to the results.The research conclusion finds that:(1)The co-creation of subject-object value of modern festival activities has been given three new missions.Change in value creation: from value creation to value co-creation;Extension of value co-creation behavior: from participation behavior to citizen behavior;The transformation of value co-creation connotation: from focusing on products to focusing on services.(2)The value co-creation behavior-brand image-brand loyalty model was constructed and verified.Value co-creation behavior has a positive impact on brand image,among which customer participation behavior and citizen behavior positively affect cognitive image,emotional image,service image,traffic and safety image.Cognitive image,emotional image,service image,traffic and safety image positively affect emotional loyalty,and cognitive image,emotional image,traffic and safety image positively affect behavioral loyalty;The participation behavior and citizenship behavior of value co-creation behavior have a positive impact on emotional loyalty and behavioral loyalty in brand loyalty.(3)The brand image maintenance and brand loyalty maintenance of the Animation Festival are long-term.Summarize and conceive the current problems and future development trend of the Animation Festival.Based on the research conclusions,the following countermeasures are proposed:(1)Enrich the channels of value co-creation and increase the visitor stickiness of festival activities.Expand the interactive platform,carry out special welfare activities,and create interactive grid.(2)Improve the brand image of festival activities to meet the needs of visitors.From paying attention to the cultivation of cultural connotation,to integrating the management behind the scenes and in front of the stage,we should provide all-round services.Based on the relationship between the three variables,this study constructs and verifies the influence model of festival brand loyalty,which provides a theoretical basis for the research on value co-creation behavior of future festival activities.At the same time,there are also some shortcomings,such as the limitation of sample information and the single research subject.Brand loyalty needs a long time span to carry out research,and it is necessary to continue to increase the research length and sample size in the future,and expand the research body of festival activities to obtain more comprehensive conclusions.