Zhu Ning, Xu Haochen, Zhang Xi, Lu Yuhui
School of Architectural Art and Design, LuXun Academy of Fine Arts, Shenyang, China.
Shanghai Academy of Fine Arts, Shanghai University, Shanghai, China.
Front Psychol. 2025 May 22;16:1553211. doi: 10.3389/fpsyg.2025.1553211. eCollection 2025.
Following the COVID-19 pandemic, China's music festival market has rapidly recovered, attracting growing tourist interest. However, research on factors influencing tourist loyalty remains limited.
This study applies the Stimulus-Organism-Response (S-O-R) framework to examine loyalty formation among festivalgoers. Data were collected via a questionnaire from 673 attendees of the Shenyang Strawberry Music Festival. Structural equation modeling (SEM) was used for analysis.
Perceived value and satisfaction significantly impact loyalty, with satisfaction showing a stronger effect. Existential authenticity and experience quality enhance emotions, perceived value, and satisfaction. Emotions do not directly influence loyalty but have indirect effects via value and satisfaction.
Findings suggest that enhancing existential authenticity and experience quality can indirectly build loyalty. The study offers strategic insights for festival organizers seeking to sustain tourist engagement post-pandemic.
在新冠疫情之后，中国的音乐节市场迅速复苏，吸引了越来越多游客的兴趣。然而，关于影响游客忠诚度因素的研究仍然有限。
本研究应用刺激-机体-反应（S-O-R）框架来考察音乐节参与者的忠诚度形成。通过问卷调查收集了673名沈阳草莓音乐节参与者的数据。采用结构方程模型（SEM）进行分析。
感知价值和满意度对忠诚度有显著影响，其中满意度的影响更强。存在性真实性和体验质量会增强情感、感知价值和满意度。情感不会直接影响忠诚度，但会通过价值和满意度产生间接影响。
研究结果表明，提高存在性真实性和体验质量可以间接建立忠诚度。该研究为疫情后寻求维持游客参与度的音乐节组织者提供了战略见解。
