Visitors’ Emotional Responses to the Festival Environment

Abstract

Despite the importance of emotions and psychological commitment to loyal behavior, little empirical work has been done to explore their simultaneous effects on the festival loyalty development in the tourism literature. Guided by Mehrabian and Russell’s (1974) framework in environmental psychology, this study examined how emotions elicited from the festival environment influenced visitors’ postvisit behavior. Data were collected from visitors to community festivals using the onsite and postvisit survey procedure. Results revealed that festival atmospherics had a positive indirect effect on loyalty via positive emotions, satisfaction, and psychological commitment. Based on the study findings, both practical and theoretical insights were provided.

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