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MODELLING THE DETERMINANTS OF FESTIVAL VISITORS’ BEHAVIOURAL INTENTIONS

Jaroslav Ďaďo, Vanda Maráková, Janka Táborecká-Petrovičová, Tamara Rajić

Over the previous two decades, festivals have gained a prominent position within the world’s tourism and leisure industry. Festivals are regarded as an effective strategy for the promotion of the tourism industry and the local economy. Hosting a festival may attract tourists who otherwise would not choose to visit the destination and whose expenditures contribute to income and tax revenues in host communities (Getz & Page, 2016). Festivals and events facilitate the positioning of a locality as a tourism destination (Hudson et al., 2015) and can be effective tools in combating the seasonality of tourism demand (Tkaczynski & Rundle-Thiele, 2011; Yolal et al., 2016). Festivals play an important role in preserving cultural heritage and reinforce residents’ pride of being members of host community (Yolal et al., 2016; Yoon, Lee, & Lee, 2010). Due to a number of benefi ts brought by hosting festivals, signifi cant attention has been paid to festival studies over previous years. The vast majority of previous studies focused on the importance of visitors’ motives, dimensions of motivation and differences in the importance of motivational domains based on visitors’ socio-demographic characteristics, previous visitations, types of event being studied, etc. (Crompton & McKay, 1997; Kang et al., 2014; Lee, 2000).
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