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Investigating the effect of festival visitors' emotional experiences on satisfaction, psychological commitment, and loyalty.

机译：调查节日游客的情感体验对满意度，心理投入和忠诚度的影响。

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In rural destinations, community festivals and events displaying agricultural and livestock exhibits with a combination of entertainment activities are one of the heritage attractions that draw large numbers of visitors. They have not only provided an economic stimulus along with social and cultural benefits to these small communities, but also played a role in increasing the tourism appeal to nonlocal visitors. Considering the significance of a rural community festival to its hosting local residents and out-of-town visitors, attracting and keeping a flow of visitors has been of great importance for both the festival organizers and destination marketing organizations. In this respect, identification with and retention of loyal visitors who are psychologically committed to the festival are a practical means for ensuring a consistent number of visitors to that festival and its hosting community.;The present study examined how festival visitors' develop loyalty to festivals and hosting communities through the affective and psychological processes within the Mehrabian-Russell (M-R) model. Specifically, this study explored how emotions engendered through tourism product consumption influence visitors' psychological attachment, evaluations of their festival and place experiences, and loyalty in a festival context. The study further examined if festival visitors' positive experiences could have an influence on their preference of festival communities.;Through an onsite and follow-up mixed-mode survey, data were collected during Spring/Summer 2008 from visitors to three community festivals in Texas. Data analysis was performed using structural question modeling (SEM). The study findings provided empirical evidence in support of the M-R model within the festival contexts. The study results revealed that festival atmospherics had a positive indirect effect on festival loyalty via positive emotions, festival commitment, and festival satisfaction, which in turn positively influenced place loyalty. Additionally, the findings in this study provided empirical support for the applicability of product consumption emotions to visitors emotions generated from tourism product consumption situation specific to the festival contexts.;The findings of the study have theoretical and practical implications. For theory, these findings offer support for the M-R model within festival context. The model's focus on emotional response to environmental stimuli is an important addition to established cognitive-based models of loyalty development processes. For practice, the study offers some guidance for festival organizers and destination marketing managers for developing effective marketing strategies that focus on the festival atmospherics that ultimately retain and attract new festival goers.
机译：在乡村地区，展示农业和畜牧展品并结合娱乐活动的社区节日和活动是吸引大量游客的古迹之一。它们不仅为这些小社区提供了经济刺激以及社会和文化利益，而且在增加对非本地游客的旅游吸引力方面发挥了作用。考虑到乡村社区节日对接待当地居民和外地游客的重要性，对于节日组织者和目的地营销组织而言，吸引和保持游客流向都非常重要。在这方面，与忠诚于节日的忠实访客的识别和保留是确保该节日及其接待社区的访客数量稳定的一种实用手段。;本研究研究了节日访客如何发展对节日的忠诚度并通过Mehrabian-Russell（MR）模型中的情感和心理过程托管社区。具体而言，本研究探讨了旅游产品消费所产生的情绪如何影响游客的心理依恋，对他们的节日和地方经历的评估以及在节日背景下的忠诚度。该研究进一步研究了节日游客的积极经历是否会影响他们对节日社区的偏好。通过现场和后续的混合模式调查，收集了2008年春/夏季来自德克萨斯州三个社区节日的游客的数据。使用结构问题建模（SEM）进行数据分析。研究结果提供了在节日背景下支持M-R模型的经验证据。研究结果表明，节日气氛通过积极的情感，节日承诺和节日满意度对节日忠诚具有积极的间接影响，进而对场所忠诚产生积极影响。此外，本研究的发现为节日期间特定的旅游产品消费情况所产生的产品消费情绪对游客情绪的适用性提供了经验支持。研究结​​果具有理论和实践意义。从理论上讲，这些发现为节日背景下的M-R模型提供了支持。该模型的重点是对环境刺激的情绪反应，这是对已建立的基于认知的忠诚度发展过程模型的重要补充。作为实践，该研究为节日组织者和目的地营销经理提供了一些指导，以制定有效的营销策略，将重点放在节日气氛上，最终保留并吸引新的节日爱好者。

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