The Relationship between Festivalscape, Tourists' Emotion, Perceived Value and Behavioral Intentions

摘要

The purpose of this study is to examine the interrelationship among festivalscape, tourists' emotion, perceived value and behavioral intentions. A survey is conducted in 2009 Shanghai International Tea Culture Festival and the model is tested by structural equation modeling. The results show that festivalscape is only positively associated with tourists' emotion, and also confirm that tourists' emotion is positively related to perceived value and behavioral intentions, and perceived value is positively related to behavioral intentions in the context of the festival tourism in China. This study contributes to the theoretical advancement in the field of festival marketing and also provides further insight for festival managers into better understanding of tourists' behavioral intentions.