A model of community-based festival image

Joy Zhuowei Huang, Mimi Li, Liping A. Cai

Research output: Journal article publicationJournal articleAcademic researchpeer-review

77 Citations (Scopus)


This study initiates an original inquiry into the image of community-based festivals (CBFs). A CBF image model was proposed and empirically tested based on existing destination image models. Four image constructs were identified as Attributes, Family and Friendliness, Affective Association, and Overall Evaluation. The interrelationships among these constructs were tested by structural equation modeling. The findings revealed that Attributes affects Family and Friendliness and Affective Association, which in turn, affects Overall Evaluation. This study also included visitor loyalty in the understanding of CBF image. It was found that repeat visitors had more favorable perceptions of the CBF than did first-time visitors. Significant perceptual differences were found in Family and Friendliness, Affective Association, and Overall Evaluation between the two groups of festival goers. In addition, it was revealed that loyalty exerted significantly negative interaction effects on the relationship between Attributes and Family and Friendliness, as well as the linkage between Family and Friendliness and Overall Evaluation. In addition, this study illustrated the importance of the support of local residents for CBFs. CBF planners and local tourism organizations would benefit from this study in terms of cultivating visitor loyalty to these festivals and building the destination's brand.
Original languageEnglish
Pages (from-to)254-260
Number of pages7
JournalInternational Journal of Hospitality Management
Issue number2
Publication statusPublished - 1 Jun 2010


  • Community-based festival (CBF)
  • First-time visitors
  • Image
  • Repeat visitors

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management


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