Memorable Festival Experiences and Their Impact on Satisfaction and Loyalty: Evidence from Songkran Celebrations in Multicultural Communities
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Abstract
Songkran festival is a major cultural hallmark that attracts large numbers of tourists to Thailand. Nakhonsawan province seeks to enhance the distinctiveness of its Songkran celebrations by highlighting the cultural richness of its multicultural communities, including Shino-Thai, Raman-Thai, and Tai Dam groups. Understanding the behaviors and experiences of festivalgoers that shape their intentions to revisit is therefore essential. This study examines the relationships among festival experiences, memorable experiences, perceived value, satisfaction, and loyalty among visitors to Songkran events in the multicultural communities of Nakhonsawan. A survey questionnaire was conducted across five communities renowned for their unique cultural activities, representing local diversity. Structural Equation Modeling (SEM) results reveal positive relationships between learning experience and perceived value; entertainment, esthetic, and engagement experiences and memorability; memorability and satisfaction; and satisfaction and loyalty. These findings underscore the importance of creating joyful, aesthetically appealing, and engaging festival environments which foster visitor satisfaction, encourage recommendations, and promote repeat visitation.
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