Factors That Affect The Levels Of Tourists' Loyalty Towards A Festival And Special Event

FSE(festival and special events)are an important way to promote the rapid development of urban tourism by promoting the comprehensive development of cities.The market operation and scientific management of FSE have already become the consensus of developed countries in Europe and America since the 1980 s,and gradually become an important driving force for regional tourism development.The contiunous leading role of FSE in the Chinese context has become increasingly apparent,and thus becoming the focus of all society.Therefore,this article aims to identify the various factors influencing the loyalty of tourists who engage in FSE.Based on the relationship marketing theory and satisfaction theory,we attempts to construct a research model of FSE loyalty of tourists from the perspective of post-event.A questionnaire survey was conducted on the background of the 5th Nanan International Zheng Chenggong Cultural Festival,and the proposed conceptual model was tested based on 271 valid tourist samples.The results indicated that the proposed model had a satisfactory level of predictive power on tourists' loyalty,and some important suggestions for fostering tourists' loyalty in the context of FSE were proposed.According to the results of data analysis:(1)The three dimensions of perceived value,such as emotional value,service value and convenience value have a direct positive impact on tourist satisfaction,and the impact of perceived emotional value is the greatest.(2)The four dimensions of perceived value,such as emotional value,service value,convenience value,and satisfaction,have a direct positive impact on tourist loyalty.(3)tourist satisfaction mediated the relationship between tourist loyalty and the three dimensions of perceived value,such as emotion value,service value,convenience value.(4)Perceived price has no significant relationship with tourist satisfaction and loyalty.Overall,this paper developed paramount suggestions for motivating tourist loyalty:(1)Improving government capacity and efficiency for hosting FSE,(2)providing adcanced and completed infrastructures;(3)working hard to meeting tourists' needs;(4)Doing comprehensive marketing plans.