FESTIVAL ATTACHMENT: A NEW PERSPECTIVE TO UNDERSTAND THE TOURISTS-FESTIVALS RELATIONSHIP

Document Type : research articles

Authors

1 UNIVERSITI UTARA MALAYSIA

2 School of Tourism, Hospitality and Event Management, Universiti Utara Malaysia, 06010 UUM, Sintok, Kedah, Malaysia

Abstract

A relatively new construct describing the tourist-festival bond, named “festival attachment,” is derived from research on place attachment. This article aims to review the literature on different constructs for understanding the tourist-festival bond and place attachment studies in the tourism discipline, summarise different findings, and propose the concept of “festival attachment.” Building on previous conceptualizations of place attachment, this study considers festival attachment as the people-place relationship arising from tourists’ on-site experience at a festival. That is, the formation of festival attachment presumes the visitors’ on-site experiences and perceptions of a festival. This new construct of the people-festival bond can be used to understand more complex, longer relationships between individuals (festival tourists, festival participants, festival performers, festival volunteers, and festival residents) and festivals, and the different dimensions can be further applied to provide insights for brand strategy development. This study highlights the importance of festival attachment as an important construct, explaining the connections between festivals and their tourists. In addition, the study adds new knowledge to existing studies concerning studying tourist-festival bonds.

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Shedet
Volume 11, Issue 11 - Serial Number 11
Special Issue
September 2023
Pages 102-110

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