The mediating effect of situation involvement of novelty seeking and satisfaction for Yanshuei Fireworks Festival in Taiwan

Abstract

Purpose – This study aims to probe into the effect of tourists’ novelty-seeking on situation involvement and satisfaction for the Yanshuei Fireworks Festival in Taiwan. Design/methodology/approach – This study investigated 302 tourists participating in the Fireworks Festival and constructed causal relations among variables by structural equation modeling. Findings – The results suggested that when tourists’ novelty-seeking in fireworks festival is stronger, their situation involvement in the activity will be immediately enhanced. When fireworks festival participants’ situation involvement is higher, their satisfaction is also higher. Situation involvement has a complete mediating effect between novelty-seeking and satisfaction. Research limitations/implications – Because the fireworks festival only lasts for 48 hours, and the subjects must be tourists who have just experienced fireworks, it can only adopt convenience sampling instead of random sampling. However, to avoid homogeneity, in each group, this study only selected one person for the questionnaire survey. Practical implications – First, they should enhance the designed activities to create novelty; for instance, design the instruction and practice of the manufacturing of fireworks. By explanation, they enhance tourists’ learning about the display of fireworks and folk religion to satisfy participants with different degrees of novelty-seeking. Second, they can enhance the construction of situations for playfulness. For instance, upon the condition of security, the units can allow tourists to arrange fireworks independently or by group to have more fun. In addition, every year, they can display fireworks according to the Chinese Zodiac symbols to satisfy tourists’ desire of novelty-seeking and enhance their satisfaction. Originality/value – From the perspective of theoretical development, this study explores and validates the mediating effects of tourists’ situation involvement in festivals between novelty-seeking and satisfaction to fill the gap of previous research.

New perspectives on satisfaction and loyalty in festival tourism: The function of tangible and intangible attributes

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Sport Events Customers’ Behavior in the Light of Hedonic Consumption

“…People's behavior is affected by the fluctuations that may manifest over time regarding the evolution of their involvement profile (Chung et al, 2018). The consumption of sports events or the time when these services are consumed implies the manifestation of a variety of stimuli or situations that are a direct consequence of the different attributes that characterize the events in question, and which lead to changes in the situational involvement (Cheng et al, 2015).…”

“…Kirkup & Sutherland, (2017) Besides hedonic type consumption motives, the Sport Interest Inventory model is assessing the motives regarding spectator's attendance to a sporting event: drama, vicarious achievement, aesthetics, the interest in connection with the team, certain individual players, the game itself, a manifestation of national pride feeling, excitement, perceived social opportunities. Cheng et al, (2015) The relationship between products or services and the consumption occasion determine the situational involvement and enduring involvement.…”

Evidence-Based Design of a Tourist Brochure Based on Worshiping Behavior in Longshan Temple, Taiwan

“…Sharma and Sharma [20] mention the fairs and festivals at Pithoragarh in India, have the expression of religious values. The Yanshuei Fireworks Festival in Taiwan started as a local religious ritual but is now a tourist attraction as well [21]. Clarke [22] refers to the Santa Claus Village theme park in Finland, which uses Christmas as a tourist "pull".…”