ABSTRACT

Festivals have long been recognized by scholars for boosting the local economy through tourist visits. However, the shortage of theory-building studies in festival studies need to be addressed empirically. This study aims to conceptualize a model that describes how visitors have become loyal to grand festivals in the Philippines. Following the Glaserian grounded theory, 24 repeat Filipino festival-goers were invited for a semi-structured interview. Field texts were analysed via open, selective, and theoretical coding procedures to emerge a theoretical model. Interestingly, this study afforded the development of Repeat Visitors’ Festival Loyalty Theory. The emerged theory consists of four unique but interlocking phases of victimization, vitalization, valuation, and volition. Implications of the study’s findings and recommendations were also discussed.

摘要

长期以来，学者们一直认为节日可以通过游客访问促进当地经济。然而，节日研究中理论构建研究的不足需要从经验上加以解决。本研究旨在概念化一个模型，该模型描述了游客如何对菲律宾的盛大节日产生忠诚度。根据 Glaserian 扎根理论，24 名重复的菲律宾节日观众被邀请进行半结构化采访。通过开放、选择性和理论编码程序分析现场文本，以形成理论模型。有趣的是，这项研究提供了回头客节日忠诚理论的发展。新出现的理论由受害、活化、估价和意志四个独特但相互关联的阶段组成。