축제 방문동기, 사전지식, 관여도가 태도 및 행동의도에 미치는 영향에 관한 연구: 중국하얼빈국제빙설축제를 중심으로

Purpose - The purpose of this study is to investigate the interrelationships between visitor motivations, attitude, and behavioral intention toward the Harbin International Ice and Snow Festival, China. It is also to test moderating roles of gender and past travel experience between these factors. Design/methodology/approach - Data was collected from potential Chinese visitors, after which 420 usable surveys were processed. Findings - To investigate our hypotheses, we used descriptive, confirmatory factor analysis, and structural equation modeling. We found that aesthetic attractiveness, purchase of local products, and involvement had positive effects on attitude toward the festival. Attitude toward the festival had a significant effect on behavioral intention to visit. Finally, it was also found that gender and past travel experience significantly moderated the interrelationships between these factors. Research implications or Originality Theoretical and managerial implications, as well as, suggestions for future research are discussed.