Garden Festival: A Study On Visitors’ Behavioral Using The Theories Of Reasoned Action (TRA)

摘要

There are a numbers of studies investigating on festival visitors’ behavior. However, there are limited researches on BehavioralIntention of garden festival. The purpose of this study is to examine visitors’ behavior based on festival attribute of gardenshowcase, their level of satisfaction and intention to re-visit garden festival. A case study of Royal FLORIA Putrajaya is selected forthis study. Data of this study is analyzed using Theories of Reasoned Action (TRA) that is certainly appropriate to be adopted inthis research, which is mainly to examine the Attendance Behavior at garden festival. Results of this study shows significantcorrelation between the increasing visitors’ attendances at the festival experience of garden festival, the higher and direct impacton the visitor satisfaction and intention to revisit. This attribute shows the relationship on experiencing garden showcase directlycontributed to visitor satisfaction and their intention to re-visit. The finding is very useful for the festival organizer and crucial as abenchmarking for festival marketing purposes.