ORIGINAL RESEARCH article
Front. Psychol.
Sec. Environmental Psychology
Volume 16 - 2025 | doi: 10.3389/fpsyg.2025.1553211
This article is part of the Research TopicTransformative Experiences and Well-being of Tourism, Hospitality, and Events StakeholdersView all 5 articles
Research on the factors influencing tourist loyalty to outdoor music festivals: An application of stimulus-organism-response paradigm
Provisionally accepted
- 1Luxun Academy of Fine Arts, Shenyang, Liaoning Province, China
- 2Shanghai University, Shanghai, Shanghai Municipality, China
- 3University of Malaya, Kuala Lumpur, Malaysia
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Following the end of the COVID-19 pandemic, China's music festival market has rapidly recovered, attracting a large number of visitors. However, empirical studies on the factors influencing tourist loyalty remain limited. This study applies the Stimulus-Organism-Response (S-O-R) paradigm to construct a model of factors influencing loyalty. Data were collected from 673 Shenyang Strawberry Music Festival tourists through a questionnaire, focusing on the relationships among existential authenticity, experience quality, emotions, perceived value, satisfaction, and loyalty. Structural equation modeling (SEM) was used to analyze the data. The results indicate that: (1) Perceived value and satisfaction have a direct positive impact on loyalty, with satisfaction having a stronger effect; (2) Existential authenticity and experience quality are key stimuli in the festival environment, significantly enhancing tourists' emotions, perceived value, and satisfaction; (3) Emotions do not have a significant direct effect on loyalty, suggesting that emotions influence loyalty indirectly through perceived value and satisfaction. The study provides strategic insights for festival organizers, highlighting the importance of enhancing existential authenticity and experience quality to foster long-term loyalty.
Keywords: China, S-O-R paradigm, music festival, Existential authenticity, Experience quality, Loyalty
Received: 30 Dec 2024; Accepted: 28 Apr 2025.
Copyright: © 2025 Zhu, Xu, Zhang and Lu. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Yuhui Lu, University of Malaya, Kuala Lumpur, Malaysia
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