Festival tourists' emotion, perceived service quality and behavioral intentions

摘要

Festival tourism has experienced rapid growth in the past decades, while tourists' behavior is nonetheless neglected. The purpose of this study is to investigate drivers of festival tourists' behavioral intentions and specifically examine the interrelationship among festival tourists' emotion, perceived service quality 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 tourists' emotion is positively related to perceived service quality and behavioral intentions, and perceived service quality 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.