(2019년 국제학술대회) Study on Well-Being Perception and Festival Loyalty: Moderating Effect of First- Time versus Repeat Attendees

The purpose of this study is to develop and test a structural model in examining the effects of festival attendees’ evaluation, satisfaction and well being perception on festival loyalty and investigate the moderating effects of first time and repeat attendees among constructs in the structural model. Data were collected through self administrated qu estionnaire using convenience sampling method at three cultural festivals in Macau during September November, 2018. A total of 439 valid data was analyzed for the study. The findings revealed that festival attendees’ satisfaction was dependent on the affec tive, cognitive and sensory dimensions of the festival experiences, and affective evaluation was more influential than cognitive and sensory evaluations in enhancing the satisfaction of the festivals. F estival satisfaction with regard to their cognitive, a ffective, and sensory experiences generated high levels of attendees’ well being perception and loyalty. However, attendees’ well being perception was not enough to induce festival loyalty. Furthermore, the examination of the moderating effect of first tim e versus repeat attendees, revealing significant moderation of the paths from affective evaluation to satisfaction, and from satisfaction to well being perception, with stronger effects for first time attendees over repeated, while from satisfaction to fest ival loyalty, with stronger effects for repeated over first time attendees. Contributions of the study were discussed.