Linking engagement at cultural festivals to legacy impacts
نویسندگان
چکیده
Cultural festivals typically celebrate and reinforce a cultural identity, while becoming embedded in tourism experiences. They have sought to establish their sustainability through legacies of enduring involvement with the cultures communities they serve. Although studies examined effects attendance on festival impacts legacy, we contribute further understanding by investigating visitors’ level behavioural engagement during subsequent social post-festival legacies. Basing our conceptual development van Doorn et al.’s Customer Engagement Behaviour framework Service-Dominant-Logic, incorporate engagement, emotions, loyalty, intentions. Hypotheses are tested two data from 1335 visitors covering consecutive years national festival, using cluster mediation analyses. Findings highlight importance joyful emotions legacy benefits. We validate an “engagement ladder” comprising four distinct clusters – “Disengaged”, “Observers”, “Learners”, “Doers”. The most engaged “Learners” “Doers” significantly higher association impacts, manifested community Our results implications for sponsors organisers whose may be justified encouraging visitor rather than merely promoting attendance.
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ژورنال
عنوان ژورنال: Journal of Sustainable Tourism
سال: 2021
ISSN: ['1747-7646', '0966-9582']
DOI: https://doi.org/10.1080/09669582.2020.1855434