Past Experience, Motivation, Attitude, and Satisfaction: A Comparison between Locals and Tourists for Taihu Lake International Cherry Blossom Festival

Although urban forests are important components of the tourism system, research on from perspective is limited. This particularly true for cherry blossom festivals held in areas context China. paper, first time, examined similarities and differences between locals tourists their past experience, motivation, attitude, satisfaction, loyalty as well interrelationships among these variables they relate to Taihu Lake International Cherry Blossom Festival (TLICBF) Wuxi City, Jiangsu Province, China, based data collected onsite 2019 412 usable questionnaires. Results show that responses were quite similar. Moreover, TLICBF attendees’ motivation attending festival significantly influenced attitudes toward festival, which predicted overall satisfaction with festival. It worth noting it positive comparison, not frequency visits, In addition, motivations benefits also qualitatively examined, a measure 21 items former 25 latter being developed. Research implications, limitations, future needs discussed.