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The purpose of this study is to examine the influence of involvement, satisfaction and festival attachment on urban Dragon Boat Festival (DBF) attendees’ future intentions.Design/methodology/approachData were collected from 307 participants of the Hong Kong DBF using a survey instrument. Data was analysed using a series of analytical tools including factor analysis, structural equation modelling and bootstrap mediation.FindingsResults indicate that festival attendees’ involvement and satisfaction directly influenced future intentions with the DBF, but this was not the case for festival attachment. Consequently, satisfaction is a key puzzle piece for understanding why DBF attendees may not revisit despite a positive attachment to the DBF.Research limitations/implicationsThe study draws implications for DBF promotion as an urban cultural event.Originality/valueThis study sheds light on the key drivers of attendees’ future intentions among both residents and tourists to urban festivals. A noble contribution to knowledge in this regard is that attachment alone is not sufficient to induce loyalty among DBF patrons. Essentially, satisfaction is a vital element for repeat visits. The study also makes important distinctions in determining elements of attachment.
International Journal of Tourism Cities – Emerald Publishing
Published: Dec 9, 2022
Keywords: Involvement; Attachment; Events; Urban festival; Dragon boat; Hong Kong; Satisfaction; Future intentions; Mediation; COVID-19
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