Investigating differences in antecedents to value between first-time and repeat festival-goers

Jin Soo Lee, Choong Ki Lee, Yooshik Yoon

Research output: Journal article publicationJournal articleAcademic researchpeer-review

96 Citations (Scopus)


This study aimed to capture the underlying quality dimensions (value antecedents) that distinguish between first-timers and repeaters and that cultivate festival loyalty. Structural relationships were analyzed across the quality dimensions, value, and loyalty for first-time and repeat visitors. Structural equation modeling revealed that program and convenient facilities alone were antecedents to value for repeaters, whereas food and souvenir, as well as program and convenient facilities, were value antecedents for first-timers. Specifically, repeat visitors showed stronger relationships on program value and convenient facility value than did first-time visitors. On the other hand, first-time visitors associated more strongly with relationships on food value and souvenir value than did repeat visitors. This distinction resulted in a stronger value-loyalty relationship for repeat visitors than for first-time visitors. These findings contribute to the understanding of festival-attendee behavior and thus, provide researchers and practitioners with insights into how to design a festival in such a way that promotes repeat visitors.
Original languageEnglish
Pages (from-to)688-702
Number of pages15
JournalJournal of Travel and Tourism Marketing
Issue number7
Publication statusPublished - 30 Nov 2009


  • Festival loyalty
  • Festival quality
  • Festival value
  • First-time and repeat visitors

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing


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