The Role of Firework Festival in the Formation of Tourists’ Perceived City Innovativeness, City Uniqueness, and City Prestige

The purposes of this study were (1) to investigate the impact of firework attraction on visitors’ emotional responses and (2) to analyze the association between firework festival and various images of city (innovative image, unique image, and prestigious image). Based on literature review, theoretical relationships between proposed constructs were proposed, thus created a structural model. During this process, the moderating role of arousal and CNFU were also proposed. The proposed hypotheses and model were testing using the data collected from 176 tourists who attended Pohang firework festival in 2011. Structural equation modeling analysis revealed that firework attraction plays a critical role in inducing perceived city innovativeness, perceived city uniqueness, and city prestige. As a result, revisit intentions is formed. More importantly, tourists’ CNFU plays a moderating role in the formation of revisit intentions. Based on the data analysis, theoretical/managerial implications were discussed.