ABSTRACT:
Travelers from all over the world are captivated by the vivid tapestry of cultural celebrations and activities that festivals embody. People who participate in the celebrations become entangled in a story that is interwoven with custom, creativity, and joyous celebration. Inspired by the genuineness of their interactions, participants enthusiastically tell others about their experiences, a.k.a. word of mouth; sparking interest and attracting additional tourists to the location, apart from revisit intention of themselves. Festival tourism offers a unique opportunity to create a strong bond between travellers and destinations, potentially leading to a desire to revisit. If a festival attendee leaves feeling happy, fulfilled, and wanting more, they're more likely to consider returning. Factors influencing satisfaction include festival organization, quality of performances and activities, cleanliness, safety, and friendliness of locals. Festivals can evoke powerful emotions – joy, excitement, awe, or a sense of belonging. The findings of this study provide valuable insights into the factors influencing memorable festival tourism experiences and their subsequent outcomes. Creating authentic and engaging experiences that meet tourists' expectations, foster cultural immersion, and provide opportunities for knowledge acquisition is essential for enhancing overall satisfaction and encouraging repeat visits and positive recommendations. Understanding the nuanced relationships between different dimensions of the tourism experience can inform strategic decision-making and destination management efforts aimed at maximizing tourist satisfaction and fostering sustainable tourism development in festival contexts.
Cite this article:
Abhirami KS, Vineeth KM. Antecedents and Outcomes of Memorable Festival Tourism Experience. Asian Journal of Management. 2025;16(2):115-3. doi: 10.52711/2321-5763.2025.00018
Cite(Electronic):
Abhirami KS, Vineeth KM. Antecedents and Outcomes of Memorable Festival Tourism Experience. Asian Journal of Management. 2025;16(2):115-3. doi: 10.52711/2321-5763.2025.00018 Available on: https://ajmjournal.com/AbstractView.aspx?PID=2025-16-2-7
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