| The COVID-19 has brought a severe impact on the tourism industry and highlighted the sensitivity of the tourism market.However,the black swan event will not change the base and the general direction of tourism as a strategic pillar industry of the national economy.The tourism industry is undergoing profound changes of the oversupply of tourism products and the increasing demand of tourists for spiritual and cultural experiences,which makes the outdoor music festival gradually become a new growth point of tourism.The outdoor music festival integrates multiple attributes such as music,festivals and tourism,and has significant social effects and economic benefits.In recent years,it has attracted a large amount of capital injection,and the outdoor music festival market is facing fierce competition.In this context,the loyalty of festivalgoers has become the focus of managers who manage outdoor music festivals and scholars.Loyal festival-goers will irrationally ignore the information of competitors,and have a high tolerance for the low level of satisfaction.To a large extent,revisit and recommendation behaviors will be generated in the future.Therefore,to improve the loyalty of festival-goers is the key point of the management strategy of outdoor music festival.Loyalty is a two-dimensional construct including behavioral loyalty and attitudinal loyalty.Behavioral loyalty is likely to be forced loyalty under the influence of situational factors.Once there is a better choice in the market,consumers will turn to other tourism products and services.Therefore,only the festival-goers with a loyal attitude are truly loyal festival-goers.The existing researches mainly focus on the empirical analysis of behavioral loyalty dimensions of revisit intention and word of mouth,but ignore the discussion of the attitudinal loyalty,resulting in the lack of research on loyalty.The key of loyalty research is to identify the driving factors and influence mechanism that affect loyalty.Motivation is an important force to inspire and guide individual behavior and activities.It has been proved to be an important driving factor of loyalty in many non outdoor music festival case studies.However,few scholars have studied the mechanism by which the motivation of outdoor music festival-goers affects loyalty.Taking the Taihu Mi Di Festival as a case study and using the data obtained from the field survey,this paper constructs the main effect model,mediating effect model and moderating effect model for the influence mechanism of motivation on loyalty,and makes a detailed analysis of the influence of motivation on behavioral loyalty and attitudinal loyalty.At the same time,the measurement model of motivation is constructed,and the motivation characteristics of outdoor music festival-goers are discussed using confirmatory factor analysis methods.The main conclusions of this paper are as follows:(1)Among the festival-goers,males were slightly more than females.More than 60% of the festival-goers had an average monthly income of less than 5000 yuan,and 75.4% of festival-goers were between 18 and 25 years old.More than 90% of the festival-goers had received college education or higher education,and nearly half of them are students in vocational composition.The proportion of repeat visitors is 52.7%,and more than 2/3 of the festival-goers choose to stay overnight.(2)Overall loyalty of festival-goers is high.Among them,the medium and longterm revisit intention of festival-goers is stronger than the short-term revisit intention of which;Compared with family members,festival-goers' willingness to recommend to friends is stronger;festival-goers have developed a psychological preference and commitment to the outdoor music festival,with a high attitudinal loyalty.(3)The motivation of outdoor music festival-goers includes five dimensions,which are learning,novelty seeking,spiritual pursuit,love of music and togetherness in order of the degree of influence from high to low.As the common motivation of festival-goers,learning and togetherness are also applicable in the context of outdoor music festival in China.In terms of specific connotation,novelty seeking,spiritual pursuit and love of music can be considered as the motivation characteristics that distinguish the outdoor music festival from other types of tourist destinations.(4)Motivation has a significant direct positive effect on both attitudinal loyalty and word of mouth,but not on revisit intention,indicating that the direct effect of motivation on loyalty is only shown in attitudinal loyalty and word of mouth.Motivation has more influence on attitudinal loyalty than word of mouth.(5)Attitudinal loyalty has a significant direct positive influence on both revisit intention and word of mouth,among which the influence on the revisit intention is higher,indicating that attitudinal loyalty is a prerequisite for behavioral loyalty,and is of great significance to inspire festival-goers' revisit and recommendation behaviors.(6)Motivation,through attitudinal loyalty,has a significant indirect positive impact on both revisit intention and word of mouth,and the impact on revisit intention is higher than that on word of mouth.(7)Past experience has a significant moderating effect only on the influence of motivation on word of mouth,but not on the influence of motivation on revisit intention and attitudinal loyalty.Past experience plays a weak role in the influence of motivation on word of mouth,that is,compared with repeat visitors,first-time visitors are more willing to recommend. |
PDF Full Text Request