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Festival personality, satisfaction and loyalty: the moderating effect of involvement

Deniz Karagöz (Faculty of Tourism, Anadolu University, Eskisehir, Turkey)
Haywantee Ramkissoon (Peer Review College, British Academy of Management, London, UK) (UniSA Business, University of South Australia, Adelaide, Australia) (School of Tourism and Hospitality, College of Business and Economics, University of Johannesburg, Johannesburg, South Africa) (Centre for Innovation in Tourism, Taylor’s University, Subang Jaya, Malaysia)

International Journal of Event and Festival Management

ISSN: 1758-2954

Article publication date: 27 November 2023

Issue publication date: 19 April 2024

225

Abstract

Purpose

The objective of this study was to examine the relationships among festival personality, satisfaction and loyalty. Also, the study further analyzed the moderation effect of involvement on the relationships between festival personality, satisfaction and loyalty.

Design/methodology/approach

The authors adopt a two-stage mixed-method approach. Through a list of brand personality traits from previous research and in-depth interviews with participants of a film festival, festival personality constructs were identified: exceptional, competent, reliable and cozy. The authors then analyzed an integrative model of festival personality, satisfaction, involvement and loyalty from the qualitative findings. A survey with a convenience sample of 279 film festival participants was conducted.

Findings

The findings suggest that festival personality influence satisfaction and loyalty. Furthermore, this study confirms the significant impact of involvement on the relationships between festival personality, satisfaction and loyalty.

Originality/value

This study enables authors to understand the festival personality from the perspective of the visitors and expands the theoretical understanding of how the personality of the festival affects the visitors. The findings of this study suggest that the festival personality can be predictors and determinants of participants' satisfaction and loyalty. Also, this is one of the first attempts to identify the effects of involvement on festival personality and its outcomes. Current research findings demonstrated involvement as a moderator variable in the relationships between festival personality and festival satisfaction and loyalty.

Keywords

Acknowledgements

Funding: This project was funded by Anadolu University with project number 2206E220.

Citation

Karagöz, D. and Ramkissoon, H. (2024), "Festival personality, satisfaction and loyalty: the moderating effect of involvement", International Journal of Event and Festival Management, Vol. 15 No. 2, pp. 150-169. https://doi.org/10.1108/IJEFM-12-2022-0102

Publisher

:

Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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