The Moderating Effects of Festival Characteristics and Patriotism on the Revisiting Intention of Chinese Traditional Culture Festivals

Purpose - The purpose of this study is to identify the impact of festival characteristics on festival satisfaction and revisit intention, and to explore the moderating effect of patriotism on the relationship between them.Design, data, and methodology - The study targeted the Chinese Luoyang Peony Festival, one of China’s four major festivals. A survey was conducted with festival visitors, and 538 valid responses were collected and used for analysis. SPSS 26.0 was used to perform frequency analysis, exploratory factor analysis, Cronbach’s alpha reliability analysis, and hypothesis testing through multiple regression analysis and moderated regression analysis.Result - First, all sub-factors of festival quality(festival facilities, festival program, festival promotion, festival brand) had a significant positive(+) impact on festival satisfaction.Second, festival satisfaction had a significant positive(+) effect on revisit intention. Third, no moderating effect of patriotism was found in the relationship between festival quality and festival satisfaction. Finally, there was a significant moderating effect of patriotism in the relationship between festival satisfaction and revisit intention.Conclusions - The consumer characteristic variable, patriotism, was found to moderate the relationship between festival satisfaction and revisit intention. This provides academic and practical significance by revealing the influence of patriotism on festival performance.