Article

Value expectation confirmation and word-of-mouth intention among international tourists of a cultural festival experience

Published in: Journal of Psychology in Africa
Volume 27, issue 4, 2017, pages: 345–350
DOI: 10.1080/14330237.2017.1347756
Author(s): Joon-ho KimDepartment of Business Administration, South Korea, Hyun-ju ChoiDepartment of Cultural & Arts Management, South Korea, Seung-hye JungSchool of Dance, South Korea

Abstract

We examined expectation conformation and word-of-mouth marketing intention among international tourists (177 white; 138 black; and 98 Asian) who experienced a tourism promotion cultural festival event; taking into account their personal, artistic, and societal cultural values. We applied multiple regression analysis to predict expectation conformation and word-of-mouth marketing intention from the tourists’ personal, artistic, and societal cultural values. For the white and Asian tourists, sociocultural value predicted expectation confirmation the most. For the black tourists, personal value explained their expectation confirmation more than did sociocultural value. Culturally framed perceived values appear to influence the ways tourists respond to tourism festivals.

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