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Examining How Attending Motivation and Satisfaction Affects the Loyalty for Attendees at Aboriginal Festivals
Author(s) -
Lee Tsung Hung,
Hsu Fung Yu
Publication year - 2011
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.867
Subject(s) - loyalty , lisrel , psychology , advertising , social psychology , structural equation modeling , marketing , business , mathematics , statistics
This study examined the causal relationships between motivation, satisfaction and loyalty among attendees at aboriginal festivals. A total of 789 usable questionnaires were collected from two aboriginal festivals, Amis Ilisin and Saisiyat Pas‐taai. Data analyses were performed using SPSS 15.0 and LISREL 8.70 for Windows. The analytical results indicate that motivation directly affects satisfaction and indirectly affects loyalty, whereas satisfaction directly affects attendee loyalty at aboriginal festivals. Moreover, satisfaction significantly affects the loyalty of attendees at aboriginal festivals and is an important mediating variable in the behavioral model of aboriginal festivals. Copyright © 2011 John Wiley & Sons, Ltd.