Browse > Article
http://dx.doi.org/10.7236/IJIBC.2021.13.4.176

The Impacts of Positive Festival Memory on Traveler's Experience Sharing: An Online Friendship Moderation Model  

Kim, Hyeon-Cheol (School of Business Administration, College of Business and Economics, Chung-Ang University)
Zhu, Zong-Yi (Department of Arts and Cultural Management, Graduate School, Chung-Ang University)
Publication Information
International Journal of Internet, Broadcasting and Communication / v.13, no.4, 2021 , pp. 176-184 More about this Journal
Abstract
This study aims to examine 1) the influence of festival emotional and function values on travelers' positive festival memory, festival attachment, and experience sharing behavior, and (2) the moderation effect of online friendship among the path. In the present study, the proposed model was developed based on the MTS from 340 collected participants who have experienced the festival held in Guangdong Province in China. The SPSS and AMOS were used for statistical analysis. The results revealed that emotional and function festival values are positively related to the positive festival memory of travelers; positive festival memory significantly influences festival attachment and experience sharing behavior of travelers. Meanwhile, festival attachment also has a significantly positive effect on the experience-sharing behavior of travelers. Moreover, the presented differential experience sharing behavior of travelers follows the level of their online friendship. Travelers with high online friendships presented higher sharing behavior than travelers with low online friendships. Depending on the results of this study, we could provide some theoretical implications for future festival research and online communication research. These results could provide some practical implications for festival managers to develop more communication strategies.
Keywords
Emotional Value; Functional Value; Positive Festival Memory; Festival Attachment; Festival Experience Sharing;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Wei, C., Zhao, W., Zhang, C., and Huang, K. Psychological factors affecting MTSs. Asia Pacific Journal of Tourism Research, Vol. 24, No. 7, pp. 619-632, May 2019. DOI: 10.1080/10941665.2019.1611611   DOI
2 Lai, I. K. W., Liu, Y., and Lu, D. The effects of tourists' destination culinary experience on electronic word-of-mouth generation intention: the experience economy theory. Asia Pacific Journal of Tourism Research, Vol. 26, No. 3, pp.231-244, 2021. DOI: 10.1080/10941665.2020.1851273   DOI
3 Zhu, Z. Y., and Kim, H. C. Determinants of SNS Photo Sharing Behavior of Teenagers at an Outdoor Music Festival in China. International journal of advanced smart convergence, Vol. 9, No. 2, pp. 129-139, May 2020. DOI: https://doi.org/10.7236/IJASC.2020.9.2.129   DOI
4 Tiwari, A. V., Bajpai, N., Singh, D., and Vyas, V. Antecedents of hedonism affecting MTS (MTE) leading to revisit intention in tourists. International Journal of Tourism Cities, Vol. 1, No. 2, pp. 13-34, Oct 2021.
5 Oh, H., Fiore, A. M., and Jeoung, M. Measuring experience economy concepts: Tourism applications. Journal of Travel Research, Vol. 46, No. 2, pp.119-132, 2007. DOI: 10.1177/0047287507304039   DOI
6 Altunel, M. C., and Erkurt, B. Cultural tourism in Istanbul: The mediation effect of tourist experience and satisfaction on the relationship between involvement and recommendation intention. Journal of Destination Marketing & Management, Vol. 4, No. 4, pp. 213-221, Dec 2015. DOI: 10.1016/j.jdmm.2015.06.003   DOI
7 Bae, S. J., Lee, H., Suh, E. K., and Suh, K. S. Shared experience in pretrip and experience sharing in posttrip: A survey of Airbnb users. Information & management, Vol. 54, No. 6, pp. 714-727, Sep 2017. DOI: 10.1016/j.im.2016.12.008   DOI
8 Cho, Y. K., and Yoo, J. W. Cyberbullying, internet and SNS usage types, and perceived social support: A comparison of different age groups. Information, Communication & Society, Vol. 20, No. 10, pp. 1464-1481, Sep 2017. DOI: 10.1080/1369118X.2016.1228998   DOI
9 Chen, H., and Rahman, I. Cultural tourism: An analysis of engagement, cultural contact, MTS and destination loyalty. Tourism Management Perspectives, Vol. 26, pp. 153-163, April 2018. DOI: 10.1016/j.tmp.2017.10.006   DOI
10 Sweeney, J. C., and Soutar, G. N. Consumer perceived value: The development of a multiple item scale. Journal of retailing, Vol. 77, No. 2, pp. 203-220, Summer 2001. DOI: 10.1016/S0022-4359(01)00041-0   DOI
11 Short, J., Williams, E., and Christie, B. The social psychology of telecommunications. Toronto; London; New York: Wiley, 1976.
12 Huang, Y. F., Zhang, Y., and Quan, H. The relationship among food perceived value, MTSs and behaviour intention: the case of the Macao food festival. International Journal of Tourism Sciences, Vol. 19, No. 4, pp. 258-268, Dec 2019. DOI: 10.1080/15980634.2019.1706028   DOI
13 Malik, A., Dhir, A., and Nieminen, M. Uses and gratifications of digital photo sharing on Facebook. Telematics and Informatics, Vol. 33, No.1, pp. 129-138, February 2016. DOI: 10.1016/j.tele.2015.06.009   DOI
14 Kim, J. H., Ritchie, J. R., and Tung, V. W. S. The effect of memorable experience on behavioral intentions in tourism: A structural equation modeling approach. Tourism Analysis, Vol. 15, No. 6, pp. 637-648, 2010. DOI: 10.3727/108354210X12904412049776   DOI
15 Lee, C. K., Yoon, Y. S., and Lee, S. K. Investigating the relationships among perceived value, satisfaction, and recommendations: The case of the Korean DMZ. Tourism management, Vol. 28, No. 1, pp. 204-214, Feb 2007. DOI: 10.1016/j.tourman.2005.12.017   DOI
16 Chan, D. K. S., and Cheng, G. H. L. A comparison of offline and online friendship qualities at different stages of relationship development. Journal of Social and Personal Relationships, Vol. 21, No. 3, pp. 305-320, 2004. DOI: 10.1177/0265407504042834   DOI
17 Lee, J. S., Lee, C. K., and Yoon, Y. Investigating differences in antecedents to value between first-time and repeat festival-goers. Journal of Travel & Tourism Marketing, Vol. 26, No. 7, pp. 688-702, 2009. DOI: 10.1080/10548400903284511   DOI
18 Brandtzae g, P. B., Luders, M., and Skjetne, J. H. Too many Facebook "friends"? Content sharing and sociability versus the need for privacy in social network sites. Intl. Journal of Human-Computer Interaction, Vol. 26, No. 11-12, pp. 1006-1030, Nov 2010. DOI: 10.1080/10447318.2010.516719   DOI
19 Semrad, K. J., and Rivera, M. Advancing the 5E's in festival experience for the Gen Y framework in the context of eWOM. Journal of Destination Marketing & Management, Vol. 7, pp. 58-67, March 2018. DOI: 10.1016/j.jdmm.2016.08.003   DOI
20 Lee, J. S., Lee, C. K., and Choi, Y. Examining the role of emotional and functional values in festival evaluation. Journal of Travel Research, Vol. 50, No. 6, pp.685-696, 2011. DOI: 10.1177/0047287510385465   DOI
21 Manthiou, A., Lee, S. A., Tang, L. R., and Chiang, L. The experience economy approach to festival marketing: Vivid memory and attendee loyalty. Journal of Services Marketing, Vol. 28, No. 1, pp. 22-35, 2014. DOI: 10.1108/JSM-06-2012-0105   DOI
22 Filo, K. R., Funk, D. C., and O'Brien, D. It's really not about the bike: Exploring attraction and attachment to the events of the Lance Armstrong Foundation. Journal of Sport Management, Vol. 22, No. 5, pp. 501-525, 2008.   DOI
23 Chin, W. W. The partial least squares approach to structural equation modeling. Modern methods for business research, Vol. 295, No. 2, pp. 295-336, 1998.
24 Liu, H., Wu, L., and Li, X. Social media envy: How experience sharing on social networking sites drives millennials' aspirational tourism consumption. Journal of travel research, Vol. 58, No. 3, pp. 355-369, 2019. DOI: 10.1177/0047287518761615   DOI
25 Marschall, S. 'Personal memory tourism' and a wider exploration of the tourism-memory nexus. Journal of Tourism and Cultural Change, Vol. 10, No. 4, pp. 321-335, Nov 2012. DOI: 10.1080/14766825.2012.742094   DOI
26 Park, S. B. Tourist experiences and word-of-mouth: The mediating effect of memory. Kansas State University, 2016.
27 Kim, J. H., Ritchie, J. B., and McCormick, B. Development of a scale to measure MTSs. Journal of Travel research, Vol. 51, No. 1, pp. 12-25, 2012. DOI: 10.1177/0047287510385467   DOI
28 Sthapit, E., Bjork, P., and Coudounaris, D. N. Emotions elicited by local food consumption, memories, place attachment and behavioural intentions. Anatolia, Vol. 28, No. 3, pp. 363-380, May 2017. DOI: 10.1080/13032917.2017.1322111   DOI
29 Vada, S., Prentice, C., and Hsiao, A. The influence of tourism experience and well-being on place attachment. Journal of Retailing and Consumer Services, Vol. 47, pp. 322-330, Mar 2019. DOI: 10.1016/j.jretconser.2018.12.007   DOI
30 Han, J. H., and Mills, J. E. The use of problematic integration theory to assess destination online promotion activities: The case of Australia. com in the United States market. Journal of Travel & Tourism Marketing, Vol. 20, No. 3-4, pp. 93-105, Sep 2008. DOI: 10.1300/J073v20n03_07   DOI
31 Wegner, D. M. (1987). Transactive memory: A contemporary analysis of the group mind. In Theories of group behavior (pp. 185-208). Springer, New York, NY.
32 Delgadillo, Y., and Escalas, J. E. Narrative word-of-mouth communication: Exploring memory and attitude effects of consumer storytelling. ACR North American Advances, 2004.
33 Williams, D. R., and Vaske, J. J. The measurement of place attachment: Validity and generalizability of a psychometric approach. Forest science, Vol. 49, No. 6, pp. 830-840, May 2003.
34 Chen, N., Dwyer, L., and Firth, T. Effect of dimensions of place attachment on residents' word-of-mouth behavior. Tourism Geographies, Vol. 16, No. 5, pp. 826-843, May 2014. DOI: 10.1080/14616688.2014.915877   DOI
35 Alonso-Vazquez, M., Packer, J., Fairley, S., and Hughes, K. The role of place attachment and festival attachment in influencing attendees' environmentally responsible behaviours at music festivals. Tourism Recreation Research, Vol. 44, No. 1, pp. 91-102, Dec 2019. DOI: 10.1080/02508281.2018.1545393   DOI
36 Line, N. D., Hanks, L., and Kim, W. G. An expanded servicescape framework as the driver of place attachment and word of mouth. Journal of Hospitality & Tourism Research, Vol. 42, No. 3, pp. 476-499, March 2018. DOI: 10.1177/1096348015597035   DOI