Past Experience, Motivation, Attitude, and Satisfaction: A Comparison between Locals and Tourists for Taihu Lake International Cherry Blossom Festival

Abstract

Although urban forests are important components of the urban tourism system, research on urban forests from the perspective of tourism is limited. This is particularly true for research on cherry blossom festivals held in urban areas in the context of China. This paper, for the first time, examined the similarities and differences between locals and tourists in their past experience, motivation, attitude, satisfaction, and loyalty as well as the interrelationships among these variables as they relate to the Taihu Lake International Cherry Blossom Festival (TLICBF) in Wuxi City, Jiangsu Province, China, based on data collected onsite in 2019 from 412 usable questionnaires. Results show that responses from locals and tourists were quite similar. Moreover, TLICBF attendees’ motivation of attending the festival significantly influenced their attitudes toward the festival, which significantly predicted their overall satisfaction with the festival. It is worth noting that it is the positive comparison, not the frequency of visits, that significantly influenced TLICBF attendees’ attitudes toward and overall satisfaction with the festival. In addition, motivations and benefits were also qualitatively examined, with a measure of 21 items for the former and 25 items for the latter being developed. Research implications, research limitations, and future research needs are discussed.