Abstract

Given the complicated natures of the related phenomena, this study aimed to examine the correlations among destination attributes, festival events, personal values, overall festival satisfaction, place attachment and future intentions to identify the relative importance of each factor. In order to do so, this study developed and tested a theoretical model emphasizing tourists’ overall satisfaction with their trip to a festival and their future intentions toward the festival destination. Data were collected from domestic attendees of a flower festival in Da Lat City, Vietnam (n = 278) using a structured questionnaire, and were analyzed using the structural equational modeling method. The findings revealed that the confirmation of personal values was the most important contributor to overall satisfaction, in addition to the satisfaction with destination attributes and festival events. Moreover, place attachment was the most significant antecedent of future intention to recommend and intention to return to the festival destination, together with overall satisfaction and life satisfaction. Based on the findings, several practical implications for the management and marketing of the future Da Lat Flower Festivals in the domestic market were proposed. Directions for future studies were also discussed.

摘要

鉴于相关现象的复杂性，本研究旨在检验目的地属性、节日活动、个人价值观、整体节日满意度、地方依恋和未来意图之间的相关性，以确定每个因素的相对重要性。为此，本研究开发并测试了一个理论模型，强调游客对节日之旅的总体满意度以及他们对节日目的地的未来意图。使用结构化问卷从越南大叻市（n = 278）花卉节的国内参与者中收集数据，并使用结构方程建模方法进行分析。调查结果显示，个人价值观的确认是整体满意度的最重要因素，除了对目的地属性和节日活动的满意度。此外，地点依恋是未来推荐意愿和返回节日目的地意愿的最重要前因，以及整体满意度和生活满意度。根据调查结果，提出了对未来大叻花卉节在国内市场的管理和营销的几个实际意义。还讨论了未来研究的方向。提出了对未来大叻花卉节在国内市场的管理和营销的几个实际意义。还讨论了未来研究的方向。提出了对未来大叻花卉节在国内市场的管理和营销的几个实际意义。还讨论了未来研究的方向。