earticle

영어

This study aims to examine 1) the influence of festival emotional and function values on travelers’ positive festival memory, festival attachment, and experience sharing behavior, and (2) the moderation effect of online friendship among the path. In the present study, the proposed model was developed based on the MTS from 340 collected participants who have experienced the festival held in Guangdong Province in China. The SPSS and AMOS were used for statistical analysis. The results revealed that emotional and function festival values are positively related to the positive festival memory of travelers; positive festival memory significantly influences festival attachment and experience sharing behavior of travelers. Meanwhile, festival attachment also has a significantly positive effect on the experience-sharing behavior of travelers. Moreover, the presented differential experience sharing behavior of travelers follows the level of their online friendship. Travelers with high online friendships presented higher sharing behavior than travelers with low online friendships. Depending on the results of this study, we could provide some theoretical implications for future festival research and online communication research. These results could provide some practical implications for festival managers to develop more communication strategies.