Purpose

The objective of this study was to examine the relationships among festival personality, satisfaction and loyalty. Also, the study further analyzed the moderation effect of involvement on the relationships between festival personality, satisfaction and loyalty.

Design/methodology/approach

The authors adopt a two-stage mixed-method approach. Through a list of brand personality traits from previous research and in-depth interviews with participants of a film festival, festival personality constructs were identified: exceptional, competent, reliable and cozy. The authors then analyzed an integrative model of festival personality, satisfaction, involvement and loyalty from the qualitative findings. A survey with a convenience sample of 279 film festival participants was conducted.

Findings

The findings suggest that festival personality influence satisfaction and loyalty. Furthermore, this study confirms the significant impact of involvement on the relationships between festival personality, satisfaction and loyalty.

Originality/value

This study enables authors to understand the festival personality from the perspective of the visitors and expands the theoretical understanding of how the personality of the festival affects the visitors. The findings of this study suggest that the festival personality can be predictors and determinants of participants' satisfaction and loyalty. Also, this is one of the first attempts to identify the effects of involvement on festival personality and its outcomes. Current research findings demonstrated involvement as a moderator variable in the relationships between festival personality and festival satisfaction and loyalty.

中文翻译：

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节日个性、满意度和忠诚度：参与的调节作用

目的

本研究的目的是探讨节日个性、满意度和忠诚度之间的关系。此外，研究还进一步分析了参与度对节日个性、满意度和忠诚度之间关系的调节作用。

设计/方法论/途径

作者采用了两阶段混合方法。通过之前的研究中列出的品牌个性特征以及对电影节参与者的深入访谈，确定了电影节的个性结构：卓越、有能力、可靠和舒适。然后，作者根据定性研究结果分析了节日个性、满意度、参与度和忠诚度的综合模型。对 279 名电影节参与者进行了一项方便样本调查。

发现

研究结果表明，节日个性会影响满意度和忠诚度。此外，这项研究证实了参与对节日个性、满意度和忠诚度之间关系的显着影响。

原创性/价值

这项研究使作者能够从游客的角度理解节日个性，并扩展了节日个性如何影响游客的理论理解。这项研究的结果表明，节日个性可以成为参与者满意度和忠诚度的预测因素和决定因素。此外，这是确定参与对节日个性及其结果的影响的首次尝试之一。目前的研究结果表明，参与是节日个性与节日满意度和忠诚度之间关系的调节变量。