How Can Emerging Event Sustainably Develop in The Tourism Industry? From the Perspective of the S-O-R Model on a Two-Year Empirical Study

Festivals and events are important activities related to enhancing the image of the destination. Modern festivals are spread all over the world, not only changing the rhythm of daily life but also bringing more development possibilities for the places where these festivals are held. In order to lear...

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Main Authors: Weiling Cheng, Hsientang Tsai, Hsiuhui Chuang, Paohui Lin, Tzuya Ho
Format: Article
Language:English
Published: MDPI AG 2020-12-01
Series:Sustainability
Subjects:
Online Access:https://www.mdpi.com/2071-1050/12/23/10075
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spelling doaj-f8db1df4f8a045f598acccbdb54908652020-12-03T00:03:02ZengMDPI AGSustainability2071-10502020-12-0112100751007510.3390/su122310075How Can Emerging Event Sustainably Develop in The Tourism Industry? From the Perspective of the S-O-R Model on a Two-Year Empirical StudyWeiling Cheng0Hsientang Tsai1Hsiuhui Chuang2Paohui Lin3Tzuya Ho4Department of Hospitality Management, National Taitung Junior College, Taitung 95045, Taiwan Department of Business Management, National Sun Yat-sen University, Kaohsiung 80424, TaiwanDepartment of Business Management, National Sun Yat-sen University, Kaohsiung 80424, TaiwanDepartment of Business Management, National Sun Yat-sen University, Kaohsiung 80424, TaiwanBusiness School, Shantou University, Shantou, Guangdong, 515063, ChinaFestivals and events are important activities related to enhancing the image of the destination. Modern festivals are spread all over the world, not only changing the rhythm of daily life but also bringing more development possibilities for the places where these festivals are held. In order to learn more about tourists’ experiences in emerging events, a detailed study of famous hot air balloon festivals was conducted in Taitung City, Taiwan. Based on the stimulus-organism-response (S-O-R) model, the purpose of this study is to explore the relationship among these three constructs, namely stimulus: perception of marketing strategies and motivation, organism: positive emotions and satisfaction and response: revisit intention. Face-to-face surveys were conducted on-site in 2014 and 2018, a total of 896 valid questionnaires were collected from tourists who visited the Taiwan International Balloon Festival. SPSS Macros PROCESS was used to examine the measurement model. This study confirms the application of the S-O-R model in predicting tourists’ revisit intentions in the context of emerging events in the tourism industry. The survey results show that whether in 2014 or 2018, tourists’ satisfaction and tourists’ positive emotions can mediate the relationship between tourists’ perception of marketing strategies (or tourist’s motivation) and tourists’ revisit intention. Moreover, only in 2018, tourists’ visiting frequency can moderate the relationship between satisfaction and revisit intention.https://www.mdpi.com/2071-1050/12/23/10075festivalrevisit intentionS-O-R modelsatisfactionpositive emotionsvisiting frequency
collection DOAJ
language English
format Article
sources DOAJ
author Weiling Cheng
Hsientang Tsai
Hsiuhui Chuang
Paohui Lin
Tzuya Ho
spellingShingle Weiling Cheng
Hsientang Tsai
Hsiuhui Chuang
Paohui Lin
Tzuya Ho
How Can Emerging Event Sustainably Develop in The Tourism Industry? From the Perspective of the S-O-R Model on a Two-Year Empirical Study
Sustainability
festival
revisit intention
S-O-R model
satisfaction
positive emotions
visiting frequency
author_facet Weiling Cheng
Hsientang Tsai
Hsiuhui Chuang
Paohui Lin
Tzuya Ho
author_sort Weiling Cheng
title How Can Emerging Event Sustainably Develop in The Tourism Industry? From the Perspective of the S-O-R Model on a Two-Year Empirical Study
title_short How Can Emerging Event Sustainably Develop in The Tourism Industry? From the Perspective of the S-O-R Model on a Two-Year Empirical Study
title_full How Can Emerging Event Sustainably Develop in The Tourism Industry? From the Perspective of the S-O-R Model on a Two-Year Empirical Study
title_fullStr How Can Emerging Event Sustainably Develop in The Tourism Industry? From the Perspective of the S-O-R Model on a Two-Year Empirical Study
title_full_unstemmed How Can Emerging Event Sustainably Develop in The Tourism Industry? From the Perspective of the S-O-R Model on a Two-Year Empirical Study
title_sort how can emerging event sustainably develop in the tourism industry? from the perspective of the s-o-r model on a two-year empirical study
publisher MDPI AG
series Sustainability
issn 2071-1050
publishDate 2020-12-01
description Festivals and events are important activities related to enhancing the image of the destination. Modern festivals are spread all over the world, not only changing the rhythm of daily life but also bringing more development possibilities for the places where these festivals are held. In order to learn more about tourists’ experiences in emerging events, a detailed study of famous hot air balloon festivals was conducted in Taitung City, Taiwan. Based on the stimulus-organism-response (S-O-R) model, the purpose of this study is to explore the relationship among these three constructs, namely stimulus: perception of marketing strategies and motivation, organism: positive emotions and satisfaction and response: revisit intention. Face-to-face surveys were conducted on-site in 2014 and 2018, a total of 896 valid questionnaires were collected from tourists who visited the Taiwan International Balloon Festival. SPSS Macros PROCESS was used to examine the measurement model. This study confirms the application of the S-O-R model in predicting tourists’ revisit intentions in the context of emerging events in the tourism industry. The survey results show that whether in 2014 or 2018, tourists’ satisfaction and tourists’ positive emotions can mediate the relationship between tourists’ perception of marketing strategies (or tourist’s motivation) and tourists’ revisit intention. Moreover, only in 2018, tourists’ visiting frequency can moderate the relationship between satisfaction and revisit intention.
topic festival
revisit intention
S-O-R model
satisfaction
positive emotions
visiting frequency
url https://www.mdpi.com/2071-1050/12/23/10075
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