Does Gender Moderate the Relationship among Festival Attendees’ Motivation, Perceived Value, Visitor Satisfaction, and Electronic Word-of-Mouth?

Abstract

Festivals are experiential products heavily depending on the recommendations of previous visitors. With the power of social media growing, understanding the antecedents of positive electronic word-of-mouth (eWOM) intentions of festival attendees is immensely beneficial for festival organizers to better promote their festivals and control negative publicity. However, there is still limited research regarding eWOM intentions in the festival context. Thus, this study aims to fill such a gap by investigating the relationships among festival attendees’ enjoyment seeking motivation, perceived value, visitor satisfaction, and eWOM intention in a local festival setting. Additionally, the moderating role of gender was tested as it is one of the most important demographic variables to show individual differences in behavioral intentions. The results of structural equation modeling showed a positive effect of enjoyment seeking motivation on perceived value, visitor satisfaction, and eWOM intention. Moreover, gender differences in eWOM intention and a full mediating effect of visitor satisfaction between perceived value and eWOM intention for female respondents were revealed. The findings of this study extend the existing festival literature and provide insights for strategically organizing and promoting festivals to generate more positive eWOM which can be utilized as an effective marketing tool and a feedback channel.