INTRODUCTION:

Tourism, a seemingly straightforward concept – travel for leisure – has blossomed into a multifaceted phenomenon with profound social, economic and environmental implications. Millions of tourists visit festivals every year, making festival tourism a thriving and dynamic part of the worldwide travel business.

Festivals provide travellers with a singular opportunity to fully immerse themselves in the rich tapestry of traditions, rituals and celebrations of varied communities worldwide. Festival tourism is a unique niche within the broader tourism industry. Regardless of the theme, festivals offer a vibrant immersion into a destination's soul, attracting visitors who crave authentic experiences. Festivals can be rooted in cultural, religious, or seasonal celebrations (Agrusa, 2013; Li et al., 2020). Attending a festival involves more than just sight-seeing; it involves deeply connecting with the history, culture and social dynamics of the place. Understanding the phenomenon of festival tourism experience has drawn more scholarly attention in recent years. This interest is a result of the understanding that festivals are effective catalysts for tourism, capable of boosting social cohesion, economic growth and cultural exchange. Festivals also draw attention to lesser-known areas and communities by acting as focal points for destination branding and marketing. Understanding what makes a festival experience truly memorable is crucial research for those in festival tourism. Festivals offer a unique blend of elements that, when combined effectively, can create lasting positive memories for attendees. This natural flow of appreciation not only improves the festival's standing but also increases its effect on the neighbourhood and local economy (Amorim et al., 2019; Merina and Vineeth, 2023; Vineeth, 2014).

Additionally, festival visitors have a strong desire to return. 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 that offer a truly unique and authentic cultural experience often leave a stronger impression. Imagine attending a local harvest festival in a remote village, versus a large-scale commercialized event. The deeper connection with local traditions fosters a desire to experience it again (Babu and Vineeth, 2023; Bagiran and Kurgun, 2016; Booth, 2015).

Festivals can evoke powerful emotions – joy, excitement, awe, or a sense of belonging. These positive emotions create a strong association with the destination, making people want to revisit and recapture those feelings. Witnessing a breathtaking performance, participating in a unique ritual, or making new friends all contribute to a memorable experience that fuels revisit intention. If a festival takes place in a beautiful location with interesting attractions, visitors are more likely to consider extending their stay or planning a return trip to explore further (Chhabra and Kim, 2018; Clopot and McCullagh, 2019).

Festivals offer a chance to escape the routine and embrace a carefree atmosphere. The vibrant colours, music and joyous crowds can be a powerful way to recharge. Often set in scenic locations, festivals offer a welcome dose of nature, leaving attendees feeling refreshed and revitalized. By understanding these elements, stakeholders in festival tourism can create events that resonate deeply with visitors. Festival tourism, when done thoughtfully, offers a unique opportunity to create a lasting connection between people and places. Different studies in tourism segment highlight the importance of tourism research (Batra and Dahiya, 2018; Chauhan and Kumar, 2018a; Dangi, 2017; Dangi and Singh, 2014; Mathew and Kuriakose, 2017; Menon and Edward, 2017; Rakesh et al., 2018; Saqib and Satar, 2018; Udupa and Kotreshwar, 2010).

PROBLEM STATEMENT:

Festival tourism is a dynamic sector of the tourism industry that provides travellers with exceptional chances to have life-long memories firmly anchored in cultural diversity and group joy. Nevertheless, amid the joyous celebration, there is a crucial void in our understanding of the subtle elements that influence tourists' attitudes and actions. Word-of-mouth, destination image, revisit intention, memorable travel experiences and authenticity are key topics in this discussion. Deeper research is necessary to understand the methods by which good experiences are spread and magnified as well as how they affect the attendance of new people. Understanding how festivals contribute to crafting destination identities and influencing tourist decision-making processes is crucial for destination marketers and policymakers alike. By addressing these inter(Adongo et al., 2017; Anaya and Lehto, 2023)connected facets, this research endeavour seeks to deepen our understanding of festival tourism experience and provide actionable insights for destination management and sustainable tourism development strategies. (Akash, 2018; Amorim et al., 2019; Babu et al., 2018; Babu and KM, 2018; Babu and Vineeth, 2023; Bashir and Satar, 2018; Chauhan and Kumar, 2018b; Chithra and Vineeth, 2018; Cuevas et al., 2022; Dangi, 2017; Divya and Helen, 2016; Izhar and Ul Gull, 2023; Jayswal and Jaiswal, 2015; K M, 2024; Krishna et al., 2022; Lakshmi and Vineeth, 2019; Majrul and Mandal, 2018; Mathew and Kuriakose, 2017; Merina and Vineeth, 2023; Narayanan et al., 2024; Neena and Vineeth, 2018; Nikhila and Vineeth, 2019; Noushad et al., 2018; Ranju and Vineeth, 2018; Sabnam et al., 2018; Sapkota, 2020; Sikdar and Singh, 2019; Singh, 2021; Sinha, 2017; Sreetha et al., 2018; Venugopalan and Shaifali, 2019; Vineeth and Dileepkumar, 2010)

The present work also drives attention to SDGs relevant at the juncture. SDG 8: Festival tourism is a significant driver of economic growth, particularly in local economies. It creates employment opportunities, supports local businesses and can have lasting economic impacts if the experience encourages repeat visitation. SDG 11: Festivals often take place in cities or small communities, affecting infrastructure, cultural preservation and social cohesion. Ensuring that these experiences contribute to the long-term vitality of the community while preserving its cultural heritage is crucial for sustainability. SDG 12: Festivals can lead to significant waste, resource consumption and environmental degradation. Aligning festival tourism with sustainable practices is vital for minimizing its environmental footprint. (UNSDG, 2015)

RESEARCH QUESTIONS:

A bounteous review in related literature with the problem in mind poses the following research questions:

RQ1: What are the antecedents of Memorable Festival Tourism Experience (MFTE)?

RQ2: What are the outcomes of Memorable Festival Tourism Experience?

RQ3: What is the influence of the antecedents of Memorable Festival Tourism Experience on MFTE and Outcomes of MFTE?

RESEARCH OBJECTIVES:

· To study the Antecedents and Outcomes of Memorable Festival Tourism Experience

· To study the influence of Authenticity and Destination Image on Memorable Festival Tourism Experience

· To study the influence of Authenticity, Destination Image and Memorable Festival Tourism Experience on Revisit Intention

· To study the influence of Authenticity, Destination Image, Memorable Festival Tourism Experience and Revisit Intention on Word of Mouth

RESEARCH HYPOTHESES OF THE STUDY:

· There is a significant positive perception among visitors regarding the antecedents and outcomes of Memorable Festival Tourism Experience

· Authenticity has direct impact on Destination Image

· Authenticity has direct impact on Memorable Festival Tourism Experience

· Authenticity has direct impact on Revisit Intention

· Authenticity has direct impact on Word of Mouth

· Destination Image has direct impact on Memorable Festival Tourism Experience

· Destination Image has direct impact on Revisit Intention

· Destination Image has direct impact on Word of Mouth

· Memorable Festival Tourism Experience has direct impact on Revisit Intention

· Memorable Festival Tourism Experience has direct impact on Word of Mouth

· Revisit Intention has direct impact on Word of Mouth

MATERIALS AND METHODS:

The present study is predominantly based on primary data collected using structured questionnaires apart from secondary data from literature. Numerous related studies assisted in the conceptualisation and operationlisation of the present study(Agbabiaka et al., 2017; Agrusa, 2013; Amorim et al., 2020; Bakas et al., 2019; Merina and Vineeth, 2023; Stavrianea and Kamenidou, 2022). The scale items for the survey were adapted from existing literature in festival tourism experience (Li et al., 2020; Rasoolimanesh et al., 2021); was measured using five point Likert scale responses.

The data has been analysed using Jamovi Open Source Software (The Jamovi Project, 2024) and further model was built using SmartPLS 4 (Ringle et al., 2024).

Profile of the Sample:

In the survey, 70.6% of the respondents identified as female, while 29.4% identified as male. It is important to note that gender identity is a spectrum and the survey may not capture all the identities of the respondents.

The result identified that majority of the people in the sample are younger than 25 years old. There are 130 people in this age group, which makes up 76.5% of the total. The remaining 40 people (23.5%) are between 25 and 50 years old.

The majority of the population in this sample has a college degree or higher. Over half (57.6%) have a graduate degree and an additional 32.9% have a postgraduate degree. This means that only a small percentage (around 9.5%) has a high school diploma or less. Overall, the data suggests a high level of educational attainment in this sample.

The largest portion of the population (41.2%) is employed in the private sector. A significant portion of the population (41.2%) is also classified as students. The remaining categories (self-employed, wage worker, unemployed) all represent smaller percentages of the population. The data suggests that a high proportion of the population in this dataset works in the private sector.

The table shows the frequencies of residents by region of residence. The data indicates that a majority of the residents live in urban areas (cities), with 54.1% falling into this category. This is followed by semi-urban areas (towns) at 25.9% and rural areas (villages) at 20.0%. Overall, the data suggests that there is a higher proportion of residents in urban areas compared to semi-urban and rural areas.

The table shows the frequency of monthly family income. The data suggests that the most common monthly family income falls between Rs 10001 and Rs 50000 (56.5%). A lower proportion (16.5%) falls under Rs 10000. Higher income groups (Rs 50001 to Rs 100000 and above Rs 100000) make up a combined 27% of the respondents. The data suggests that a majority of the respondents in this survey fall in the middle income bracket (Rs 10001 to Rs 50000).

RESULTS:

The preceding sections have laid the theoretical groundwork for investigating the antecedents and outcomes of memorable festival tourism experiences. This section presents the findings of our empirical analysis, which aimed to test the proposed relationships between these variables. Drawing upon data collected from the sample, we examine the extent to which key antecedents influence the creation of memorable festival experiences and the subsequent key outcomes. The results provide valuable insights into the factors that contribute to the formation of lasting memories and the potential implications for festival tourism development and management.

PLS SEM: Measurement Model:

Cronbach’s Alpha of the study is above the threshold limit 0.70 (Nunnally, 1978; Nunnally and Bernstein, 1994) i.e. Authenticity (0.829), Destination Image (0.858), Memorable Festival Tourism Experience (0.871), Revisit Intention (0.790) and Word of Mouth (0.806). The factor loadings of the scale items are in the acceptable range(J. F. Hair Jr et al., 2017).

To report Convergent Validity, AVE scores were examined, the values are above 0.50 (J. Hair Jr et al., 2023; J. F. Hair Jr et al., 2017). Fornell and Larcker and Henseler’s method is employed to examine the Discriminant Validity. As per Fornell and Larcker, the square root of AVE scores is greater than the correlation coefficient between the constructs (Fornell and Larcker, 1981). Following the Henseler method, the correlation coefficient is below the threshold limit of 0.85 (Henseler et al., 2015). Based on the VIF (Variance Inflation Factor) statistics, it appears that multicollinearity is not a major concern for the model. (Chang et al., 2024; J. Hair Jr et al., 2023)

Table 1 Descriptive Statistics

Construct	Mean	Median
Authenticity	4.08	4.20
Destination Image	4.08	4.25
Memorable Festival Tourism Experience	4.04	4.25
Revisit Intention	3.99	4.00
Word of Mouth	4.03	4.00

Source : Computed from Survey Data (The Jamovi Project, 2021)

The descriptive statistics provide a snapshot of various dimensions related to the destination experience and intention to revisit, as well as word-of-mouth (WoM) recommendations.

Authenticity: The mean and median scores indicate that respondents generally perceive the destination as authentic, with a slight skew towards higher scores (above 4).

Destination Image: Similarly, the mean and median scores for destination image are high, suggesting that respondents have a favourable perception of the destination's overall image and appeal.

Memorable Festival Tourism Experience: The mean and median scores indicate a positive perception of hedonistic experiences at the destination, though slightly lower than authenticity and destination image.

Revisit Intention: The mean and median scores indicate a strong intention among respondents to revisit the destination, suggesting high satisfaction levels overall.

Word-of-Mouth (WoM): The mean and median scores for WoM are also high, indicating that respondents are likely to recommend the destination to others.

Overall, the descriptives paint a picture of a destination that is perceived positively across various dimensions, with high levels of authenticity, favourable destination image and strong intentions for revisiting and recommending to others. The slight variations in scores across dimensions provide insights into specific aspects of the destination experience that may warrant further attention or enhancement.

Inferential Statistics:

The positive perception as to Authenticity, Destination Image, Memorable Festival Tourism Experience, Revisit_Intention and Word of Mouth are found to be statistically significant with a p value less than 0.05.

Mann Whitney U Test produces p-values above 0.05 therefore, there is not enough evidence in this data to say that gender is associated with Memorable Festival Tourism Experience.

Kruskal Wallis H test infers that age is found to be significantly associated with Destination Image, Memorable Festival Tourism Experience and Word of Mouth. (P < 0.05)

Kruskal Wallis H test infers that education is found to be significantly associated with Memorable Festival Tourism Experience and Word of Mouth (p < 0.05)

Kruskal Wallis H test infers that occupation is found to be significantly associated with Memorable Festival Tourism Experience and Word of Mouth. (p < 0.05)

Kruskal Wallis H test infers that region of residence is found to be significantly associated with Memorable Festival Tourism Experience and Destination Image. (p < 0.05)

Memorable Festival Tourism Experience

Exhibit 1: Conceptual Model

PLS-SEM Analysis: Structural Model

As the normality assumptions are found to be violated and CB-SEM is not found suitable for evaluating the model, PLS-SEM is applied using SmartPLS 4.0. The model and evaluation with bootstrappingis presented as follows:

Memorable Festival Tourism Experience

Source: Generated using Smart PLS (Ringle et al., 2024)

Inferences out of the structural model are:

· Authenticity has direct impact on Destination Image (b = 0.684, t = 14.409, p < 0.001)

· Authenticity has no significant direct impact on Memorable Festival Tourism Experience (b = 0.074, t = 0.869, p = 0.385)

· Authenticity has no significant direct impact on Revisit Intention (b = 0.171, t = 1.907, p = 0.057)

· Authenticity has direct impact on Word of Mouth (b = 0.265, t = 2.356, p = 0.019)

· Destination Image has direct impact on Memorable Festival Tourism Experience (b = 0.676, t = 9.302, p < 0.001)

· Destination Image has no significant direct impact on Revisit Intention (b = 0.163, t = 1.697, p = 0.090)

· Destination Image has no significant direct impact on Word of Mouth (b = 0.144, t = 1.241, p = 0.215)

· Memorable Festival Tourism Experience has direct impact on Revisit Intention (b = 0.499, t = 6.641, p < 0.001)

· Memorable Festival Tourism Experience has no significant direct impact on Word of Mouth (b = 0.137, t = 1.602, p =0.109)

· Revisit Intention has direct impact on Word of Mouth (b = 0.514, t = 5.515, p < 0.001)

Additionally, the following inferences could also be drawn regarding the mediation analysis:

· Destination Image fully mediates the influence of Authenticity on Memorable Festival Tourism Experience (b = 0.463, t = 7.874. p < 0.001)

· Memorable Festival Tourism Experience fully mediates the influence of Destination Image on Revisit Intention (b = 0.337, t = 4.865, p < 0.001)

· Revisit Intention fully mediates the influence of Memorable Festival Tourism Experience on Word of Mouth (b = 0.256, t = 4.458, p < 0.001)

· The indirect effect of Authenticity on Revisit Intention through Destination Image is found to be stronger when Memorable Festival Tourism Experience is high compared to when it's low. (b = 0.231, t = 4.849, p < 0.001)

· The indirect effect of Destination Image on Word of Mouth is found to be stronger when Memorable Festival Tourism Experience is high compared to when it is low. (b = 0.173, t = 3.855, p < 0.001)

· Authenticity indirectly influences Word of Mouth through a chain of mediators: Destination Image, Memorable Festival Tourism Experience and Revisit Intention. The strength of these indirect effects is influenced by the level of Memorable Festival Tourism Experience. (b = 0.119, t = 3.697, p < 0.001)

DISCUSSION:

The study aimed to explore the antecedents and outcomes of Memorable Festival Tourism Experience (MFTE), analysing dimensions such as authenticity, destination image, revisit intention and word-of-mouth (WoM).

Positive Perceptions: Descriptive statistics revealed overwhelmingly positive perceptions across various dimensions. Respondents generally viewed the destination as authentic, with a favourable destination image. Moreover, they reported experiencing hedonistic pleasures, novel encounters and a sense of refreshment during their visit. Their involvement and engagement with the destination were high, coupled with opportunities for gaining knowledge. These positive experiences led to a strong intention to revisit the destination and a willingness to recommend it to others.

Direct Effects:

Authenticity was found to have a direct positive impact on destination image and WOM, suggesting that authentic destinations are perceived favourably and generate positive word-of-mouth. However, authenticity did not directly influence memorable festival tourism experience or revisit intention. Destination image, in turn, had a significant positive impact on memorable festival tourism experience, indicating that a positive destination image is instrumental in creating memorable experiences. However, destination image did not directly influence revisit intention or WOM. Memorable festival tourism experience had a strong positive impact on revisit intention, suggesting that visitors are more likely to return if they have positive experiences. While it did not directly influence WOM, it played a crucial role as a mediator in the relationship between destination image and WOM. Revisit intention had a significant positive impact on WOM, highlighting the importance of repeat visitors in spreading positive word-of-mouth.

Mediated Effects:

Destination Image fully mediated the influence of Authenticity on Memorable Festival Tourism Experience. This suggests that the positive impact of authenticity on memorable experiences is primarily through its influence on destination image.

Memorable Festival Tourism Experience fully mediated the influence of Destination Image on Revisit Intention. This indicates that the positive impact of destination image on revisit intention is primarily through its creation of memorable experiences.

Revisit Intention fully mediated the influence of Memorable Festival Tourism Experience on Word of Mouth. This suggests that the positive impact of memorable experiences on WOM is primarily through their influence on revisit intention.

Conditionality:

The indirect effects of Authenticity on Revisit Intention and Destination Image on Word of Mouth were found to be stronger when Memorable Festival Tourism Experience was high compared to when it was low. This suggests that the impact of authenticity and destination image on subsequent outcomes is amplified when visitors have memorable experiences.

The findings of this study highlight the importance of authenticity, destination image and memorable experiences in driving positive word-of-mouth in festival tourism. Destination marketers should strive to create authentic destinations, foster positive destination images and deliver memorable experiences to attract visitors and encourage them to spread positive word-of-mouth.

CONCLUSION:

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.

Based on the findings of the study on the antecedents and outcomes of Memorable Festival Tourism Experience (MFTE), here are few actionable suggestions for destination managers and tourism stakeholders:

· Enhance Authenticity: Invest in initiatives that preserve and promote the authentic cultural heritage of the destination. Encourage local participation and authenticity in festival events, ensuring that tourists have genuine experiences that reflect the destination's unique identity.

· Curate Novel Experiences: Continuously innovate and diversify festival offerings to provide visitors with novel and engaging experiences. Introduce new attractions, activities and themes that capture the imagination of tourists and differentiate the destination from competitors.

· Facilitate Cultural Immersion: Create opportunities for tourists to immerse themselves in the local culture and traditions during festivals. Offer authentic cultural experiences such as workshops, demonstrations and interactions with local artisans and performers.

· Emphasize Hedonistic Pleasures: Cater to tourists' desire for hedonistic pleasures by enhancing the sensory aspects of the festival experience. Focus on providing high-quality food, beverages, entertainment and relaxation opportunities that appeal to visitors' senses and indulgence.

· Promote Refreshing Environments: Emphasize the destination's natural beauty and serene surroundings to create a sense of refreshment and rejuvenation for tourists. Enhance green spaces, cleanliness and accessibility to nature to provide visitors with a tranquil escape from their daily routines.

· Engage Through Knowledge: Develop educational and informative activities that allow tourists to gain insights into the destination's history, culture and heritage. Offer guided tours, interpretive signage and interactive exhibits to enrich visitors' understanding and appreciation of the destination.

· Manage Visitor Expectations: Set clear expectations for tourists regarding what they can expect from the festival experience. Provide accurate information about events, activities and amenities to minimize disappointment and ensure a positive overall experience for visitors.

· Facilitate Emotional Connections: Create opportunities for tourists to form emotional connections with the destination and its people. Foster a welcoming and inclusive atmosphere that encourages interaction, empathy and shared experiences among visitors and locals.

· Leverage Social Proof: Capitalize on positive word-of-mouth recommendations by incentivizing satisfied tourists to share their experiences with others. Encourage user-generated content, testimonials and reviews on social media platforms to amplify the destination's appeal and reach new audiences.

· Tailor Marketing Strategies: Segment and target tourist demographics based on factors such as age, education, occupation and region to tailor marketing messages and experiences to specific audience preferences. Use data analytics and insights to personalize promotions and offerings that resonate with different visitor segments.

By implementing these suggestions, destination managers can create a more memorable and satisfying festival tourism experience that resonates with visitors and fosters long-term loyalty and advocacy.

CONFLICT OF INTEREST:

None.

ACKNOWLEDGEMENTS:

We acknowledge the support of all respondents to the study for their valuable inputs and cooperation.

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Received on 28.09.2024 Revised on 17.01.2025

Accepted on 21.03.2025 Published on 28.05.2025

Available online from May 31, 2025

Asian Journal of Management. 2025;16(2):115-123.

DOI: 10.52711/2321-5763.2025.00018

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