World culture festivals: Their perceived effect on and value to domestic and international tourism

Abstract

This study investigated the impact of the festival experience (sensory, cognitive, and behavioural) on the perceived value and loyalty of tourists. The participants were 450 tourists (51.1% domestic; 48.9% international) who attended the 2015 South Korean World Culture festival. Of the international tourists, 44.6% were African (Africans living in Europe and the Americas are partly included). The domestic tourists received a questionnaire in Korean, while the foreign tourists received a questionnaire in English. A regression analysis was used to predict the effect of the festival experience on the tourists’ perceived value and loyalty. Findings suggest that behavioural factors most influenced the perceived value and loyalty of domestic tourists. Cognitive and sensory factors most influenced international and African tourists’ perceptions of value. In addition, the loyalty of African tourists was most influenced by the sensory aspects of the festival.