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Keywords = festivalscape

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18 pages, 4743 KB  
Article
Enjoying the Festivalscape: The Effect of Festival Cues in Live-Streaming Studios on Consumers’ Intention to Stay
by Ruijuan Wu and Huizhen Jin
J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 116; https://doi.org/10.3390/jtaer20020116 - 28 May 2025
Viewed by 1265
Abstract
Live-streaming e-commerce has attracted the attention of e-retailers and consumers in recent years. However, there is a lack of evidence in understanding the influence of atmospheric stimuli of live stream on consumer engagement. This paper seeks to examine the effect of festival cues [...] Read more.
Live-streaming e-commerce has attracted the attention of e-retailers and consumers in recent years. However, there is a lack of evidence in understanding the influence of atmospheric stimuli of live stream on consumer engagement. This paper seeks to examine the effect of festival cues in live-streaming studios on consumers’ intention to stay in the live-streaming context. Results of four laboratory experiments indicated that presenting festival cues enhanced consumers’ intention to stay. In the relationship between festival cues and consumers’ intention to stay, festivalscape perception and pleasure–arousal played serial mediating roles. Product category moderated the effect of festival cues on consumers’ intention to stay. For non-festival products, presenting festival cues led to a stronger intention to stay. The moderating role of involvement was significant in the relationship between festival cues and intention to stay. Regarding less involved consumers, presenting festival cues significantly enhanced their intention to stay. Our work contributes to the existing knowledge of e-commerce live-streaming, festivalscape, and festival shopping, and offers relevant managerial implications for live-streaming e-retailers. Full article
(This article belongs to the Section Digital Marketing and Consumer Experience)
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18 pages, 18584 KB  
Article
Physical and Augmented Dynamics of a Cultural Event
by Naai-Jung Shih and Tzu-Yu Chen
Appl. Sci. 2022, 12(14), 7001; https://doi.org/10.3390/app12147001 - 11 Jul 2022
Cited by 2 | Viewed by 2431
Abstract
The Taiwan Lantern Festival (TLF) is a specific cultural tradition that has evolved over many years. It is a large-scale festival as determined by the large number of installations and visitors—that is, 20 million visitors in a period of two weeks. The aim [...] Read more.
The Taiwan Lantern Festival (TLF) is a specific cultural tradition that has evolved over many years. It is a large-scale festival as determined by the large number of installations and visitors—that is, 20 million visitors in a period of two weeks. The aim of this study is to combine the TLF-related physical dynamics of land use and lantern installations with the augmented dynamics of lantern installations at reallocated sites. We compared five cities in Taiwan with regard to land alterations between 2016 and 2020. The TLF land assessment identified 34 cross-referred types of land use between aerial imagery and GIS surveys in a small area of 2 km × 2 km, in total. The change in land use by year varied between 2% and 499%, up to three times. The complexity of physical dynamics was re-experienced by a more sustainable dynamic of augmented reality (AR) using a scan-to-AR approach to reactivate the installations and fabrics at redeployed sites. The installations of the 2016 TLF were applied. We found that the land use, 3D scan, and AR reshaped the spatio-temporal festivalscape by both types of dynamics. The simulation demonstrated that the fabric retrieved by heterogeneous technologies had equal importance in assessing the host city and in enabling a reactivation for more diversified scales and characters, even with a smartphone AR. Full article
(This article belongs to the Special Issue Virtual Reality and Its Application in Cultural Heritage II)
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13 pages, 1200 KB  
Article
Assessing Economic Value of Local Festivals for Sustainable Development: A Case of Yeongju Korean Seonbi Culture Festival
by Dong-Han Kim, Jun-Jae Lee and Hyo-Yeun Park
Sustainability 2021, 13(23), 13297; https://doi.org/10.3390/su132313297 - 1 Dec 2021
Cited by 4 | Viewed by 7033
Abstract
Diversity of financial resources is important to increase the sustainability of festivals. This is because even if one of the festival’s resources is stopped by external variables, the festival can be continued with other resources. Local festivals often suffer from low levels of [...] Read more.
Diversity of financial resources is important to increase the sustainability of festivals. This is because even if one of the festival’s resources is stopped by external variables, the festival can be continued with other resources. Local festivals often suffer from low levels of economic independence as a primary concern for their economic sustainability. To solve the aforementioned real-world problem, this study investigated the determinants of festival goers’ willingness to pay for the development fund for the local festival. By using the CVM method, this study initially hypothesized four festival quality factors, three festival related decisions, and four demographic factors in the model. In total, 695 questionnaires were collected from visitors who completed the festival experience through an on-site survey for the Korean Seonbi Culture Festival in Yeongju, Korea. Based on a double-bounded DC CVM, the results of this study showed that festival environment, past visit experience, and demographic factors were significant determinants of festival goers’ willingness to pay for the fund. In addition, it was attempted to estimate the value of this festival through WTP (WTP; willingness to pay). This study offers the foundation for the introduction of a development fund to make the local festival economically sustainable. The theoretical and managerial implications are discussed. Full article
(This article belongs to the Special Issue Sustainable Development Strategies in Tourism)
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15 pages, 475 KB  
Article
Tourist-to-Tourist Interaction at Festivals: A Grounded Theory Approach
by Huan Sun, Shaofeng Wu, Yanning Li and Guangquan Dai
Sustainability 2019, 11(15), 4030; https://doi.org/10.3390/su11154030 - 25 Jul 2019
Cited by 30 | Viewed by 9917
Abstract
Although neglected in previous studies, tourist-to-tourist interaction (TTI) is a core part of festival experience. It is widely acknowledged that interactions between tourists significantly influence behavioral reactions such as desire to stay, satisfaction, and loyalty, which are important for tourism destination marketing. This [...] Read more.
Although neglected in previous studies, tourist-to-tourist interaction (TTI) is a core part of festival experience. It is widely acknowledged that interactions between tourists significantly influence behavioral reactions such as desire to stay, satisfaction, and loyalty, which are important for tourism destination marketing. This study used grounded theory to obtain insights into onsite interactions between tourists and to propose a conceptual model of TTI on the Midi Music Festival in China. The model constitutes the types, drivers, and influence of TTI. Compared with mutual assistance and conflict, entertainment interaction plays an essential role in the overall evaluation of the festival experience. Individual characteristics are the internal drivers of interactions between tourists. Environmental elements including the festivalscape and social festivalscape are influential exogenous factors. Additionally, spatial locations of tourists at the venue play mediating roles between the driving elements and TTI. Since entertainment incidents construct the essential part of onsite interactions at festivals, managers can shape the atmosphere to encourage tourists to engage in interactive entertainment with others tourists. This should improve participants’ overall evaluations of the festival experience as well as the sustainable development of destinations where festivals are held. Full article
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