The impact of behavior commitment and community commitment on tourist loyalty toward a festival

ABSTRACT: This paper aims to present the effect of an interactive and efficient’ event communication. In fact, we suppose that an event communication that makes the targeted population more active should impact their loyalty toward the event. In our research, we conducted a quantitative study with a survey distributed to 567 tourists who participated to a festival organized by a French town called ‘‘Thionville’’, located in a region close to the French, German and Luxembourg border. Based on the behavioral commitment theory, the results allowed us to discover the elements that enhance the tourists- shopper’ loyalty toward the event organizers (township and local shops). Based on the results of this study, we have formulated several recommendations aimed at enhancing event communication and boosting tourist loyalty. Keywords: Behavior commitment; Tourist-shopper; Event communication; Tourist’ loyalty