THE INFLUENCE OF MEMORABLE FESTIVAL EXPERIENCES ON ARAB VISITORS’ REVISIT INTENTION TO THE JERASH FESTIVAL OF CULTURE AND ARTS (JFCA) IN JORDAN

Abstract

The main objective of this study is to investigate the influence of memorable festival experiences (MFEs) on revisit intention from the perspective of Arab visitors in the context of the Jerash Festival of Culture and Arts (JFCA) in Jordan. The quantitative research method was used in the research. Questionnaires were used to collect the data. Partial Least Square-Structural Equation Modelling (PLS-SEM) was used in the data analysis to test the research hypothesis. The study found that MFEs influence Arab visitors’ revisit intention. It also confirmed the validity of Event Experience Scale (EES) that constitutes four dimensions: affective engagement, cognitive engagement, physical engagement, and experiencing novelty, in the context of Arab visitors. Theoretical and managerial implications are discussed. Theoretically, the study provides insight into the influence of MFEs on Arab visitors’ revisit intentions. It also evaluates the reliability and validity of EES for the first time in the context of Arab cultural festivals. Practically, the study paved the way for JFCA organisers, planners, managers, and marketers to plan, develop, and market useful festival tourism strategies. It is also envisaged that the information obtained in this study will help promote the enhancement of visitors’ experiences at JFCA to attract and retain more visitors in the globally competitive event industry.