Festival Revisiting Intention and Quality: The Case of Taiwan's Lantern Festival

摘要

The purpose of this research was to examine a comprehensive model of revisiting intention of festival. More specifically, the research tested a model linking festival authenticity to festival quality, satisfaction, to a given festival. Using convenience sampling method, empirical data was collected at the Taiwan's Lantern Festival in Taoyuan. A sample of 301 domestic tourists who attended the festival was surveyed. Applying structural equation modeling, the findings showed that perceived quality was found to have the direct effect on perceived satisfaction. Satisfaction had the direct effect on revisiting Intention.