Abstract:
Purpose – The purpose of this study is to examine the influence of involvement, satisfaction and festival
attachment on urban Dragon Boat Festival (DBF) attendees’ future intentions.
Design/methodology/approach – Data were collected from 307 participants of the Hong Kong DBF
using a survey instrument. Data was analysed using a series of analytical tools including factor analysis,
structural equationmodelling and bootstrap mediation.
Findings – Results indicate that festival attendees’ involvement and satisfaction directly influenced
future intentions with the DBF, but this was not the case for festival attachment. Consequently, satisfaction
is a key puzzle piece for understanding why DBF attendees may not revisit despite a positive attachment
to the DBF.
Research limitations/implications – The study draws implications for DBF promotion as an urban
cultural event.
Originality/value – This study sheds light on the key drivers of attendees’ future intentions among both
residents and tourists to urban festivals. A noble contribution to knowledge in this regard is that
attachment alone is not sufficient to induce loyalty among DBF patrons. Essentially, satisfaction is a vital
element for repeat visits. The study also makes important distinctions in determining elements of
attachment.
