Experiencing the destination brand: Behavioral intentions of arts festival tourists

This paper examines the brand experiences and travel patterns of arts festival tourists with a focus on gender-based differences. The researchers administrated a questionnaire based survey at the Kaohsiung Spring Arts Festival in Taiwan and analyzed the findings using two forms of factor analysis: exploratory factor analysis and confirmatory factor analysis. The results indicate that respondents’ future behavioral intentions are best explained by two factors: (1) emotional experience, and (2) behavioral experience. In seeking to strengthen destination competitiveness and prompt positive post-purchase behaviors, it is suggested that festival managers should focus on enhancing the brand experiences of visitors. The study findings can inform the cultural tourism sector about consumer preferences and developing appropriate marketing strategies, thereby providing visitors with opportunities to experience the brand attributes that characterize arts and culture festivals within the wider destination context.