The main objective of this study is to investigate the influence of memorable festival experiences (MFEs) on revisit intention from the perspective of Arab visitors in the context of the Jerash Festival of Culture and Arts (JFCA) in Jordan. The quantitative research method was used in the research. Questionnaires were used to collect the data. Partial Least Square-Structural Equation Modelling (PLS-SEM) was used in the data analysis to test the research hypothesis. The study found that MFEs influence Arab visitors’ revisit intention. It also confirmed the validity of Event Experience Scale (EES) that constitutes four dimensions: affective engagement, cognitive engagement, physical engagement, and experiencing novelty, in the context of Arab visitors. Theoretical and managerial implications are discussed. Theoretically, the study provides insight into the influence of MFEs on Arab visitors’ revisit intentions. It also evaluates the reliability and validity of EES for the first time in the context of Arab cultural festivals. Practically, the study paved the way for JFCA organisers, planners, managers, and marketers to plan, develop, and market useful festival tourism strategies. It is also envisaged that the information obtained in this study will help promote the enhancement of visitors’ experiences at JFCA to attract and retain more visitors in the globally competitive event industry.

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The influence of memorable festival experiences on arab visitors’ revisit intention to the jerash festival of culture and arts (jfca) in jordan

PurposeThe current research presents a case study on how COVID-19 has influenced event attendees' attitudes toward safety procedures, venue capacity, purchasing tickets in advance, type of events (e.g. theatre, music and art) and the mode of the event (i.e. live vs online).Design/methodology/approachIn two timeframes (i.e. during and after COVID-19 lockdowns), data were collected via a self-completed online survey from a regional Western Australia (WA) town, Geraldton. In total, 94 event attendees were recruited in Wave 1 (during lockdowns), and 126 respondents were recruited in Wave 2 (after lockdowns). The naturalistic data collection examines how COVID-19 has influenced attendees' attitudes.FindingsThe findings suggest that attendees have adapted to the new normal of COVID-19. If safety procedures are followed, most respondents are comfortable attending an entertainment event during and after the lockdown (Wave 1 and Wave 2). Furthermore, respondents exhibited comfort following COVID-19 safety precautions at events even after COVID-19 lockdowns, except for mandatory mask-wearing. However, the COVID-19 pandemic has prompted event attendees to prefer lower seating capacity at events, while the gradual easing of restrictions reduces their discomfort toward higher seat capacity.Originality/valueAlthough some research has examined the financial and economic impact of COVID-19 on the event industry, there is limited research on consumers' or attendees' perceptions and attitudes toward events, particularly entertainment events and festivals, as the world emerges from the pandemic. Thus, the current case study is the first to examine event attendees' attitudes toward entertainment event management and operation during and after COVID-19 lockdowns. The finding provides significant theoretical and managerial implications surrounding the reaction of event attendees toward entertainment events (i.e. festivals) during health crises such as COVID-19.

The impact of COVID-19 on regional event attendees' attitudes: a survey during and after COVID-19 lockdowns


 With the adverse effects of the COVID-19 pandemic widely visible in the event industry, event organizers face challenges regarding customer retention in the form of return visits. Because event revisit intention is crucial to predicting event attendees’ behavior, this study attempts to examine the likelihood of return for customers who have prior event (state fair) experience. Drawing from previous studies on event-related hazards and safety risks, our proposed framework suggests that a certain type of trust (i.e., social trust and confidence) reduces perceived risk, leading to increased event revisit intention in a time of pandemic. To test hypothesized relationships among trust, perceived risk, and event revisit intention, consumer information was gathered through Amazon’s Mechanical Turk crowdsourcing platform. Key findings that emerge include the fact that trust in events is a strong predictor of event revisit intention, while perceived risk mediates the relationship between trust and revisit intention, albeit weakly. These results offer event organizers insights into how to enhance revisit intention in the face of health risks and ongoing uncertainty.


Soyoung Bo

Papers

Event Revisit Intention in The Context of COVID-19 Risks