What affects visitors’ intentions to recommend local festival attendance

Rajić, Tamara and Marakova, Vanda and Taborecka, Janka (2022) What affects visitors’ intentions to recommend local festival attendance. In: Zbornik radova, Osmi međunarodni naučni skup Turizam: aktuelni problemi i perspektive razvoja - turistička privreda i povezane teme. Obrazovno-poslovni centar za razvoj ljudskih resursa, upravljanje i održivi razvoj, Novi Sad, Srbija; Univerzitet u Prištini sa privremenim sedištem u Kosovskoj Mitrovici, Ekonomski fakultet, Srbija; Univerzitet Komenski u Bratislavi, Fakultet za menadžme, pp. 273-283. ISBN 978-86-7329-096-6

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Abstract

Festivals play a significant role in tourism industry, by contributing to a destination image, improving the quality of life in local communities, combating the seasonality of tourism demand and generating economic benefits by attracting tourists. Spreading positive word-of-mouth by satisfied visitors is a well-established mechanism for attracting new visitors. This study aims to examine the determinants of local festival visitors’ intentions to recommend festival attendance, in the context of traditional cultural festivals in Slovakia. The study has been performed on a convenience sample of 770 local festival visitors, by means of a self-administered questionnaire. Structural equation modeling indicated visitors’ perceptions of well-being as a consequence of festival attendance as a direct determinant of visiors’ intentions to recommend festival attendance. Hedonic value as a consequence of festival attendance emerged as a direct and an indirect determinant of visitors’ referral intentions. Implications of the study have been discussed and limitations and future research directions have been noted.

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