THE ROLE OF IMMERSIVE FESTIVAL EXPERIENCES, IDENTITY, AND MEMORY IN CULTURAL HERITAGE TOURISM

Iversen, NM; Foley, C; Hem, LE

THE ROLE OF IMMERSIVE FESTIVAL EXPERIENCES, IDENTITY, AND MEMORY IN CULTURAL HERITAGE TOURISM

Iversen, NM Foley, C

Hem, LE

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Publisher:: Cognizant, LLC
Publication Type:: Journal Article
Citation:: Event Management, 2022
Issue Date:: 2022-01-01

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Field	Value	Language
dc.contributor.author	Iversen, NM
dc.contributor.author	Foley, C https://orcid.org/0000-0002-8851-9119
dc.contributor.author	Hem, LE
dc.date.accessioned	2022-09-30T09:22:46Z
dc.date.available	2022-09-30T09:22:46Z
dc.date.issued	2022-01-01
dc.identifier.citation	Event Management, 2022
dc.identifier.issn	1525-9951
dc.identifier.uri	http://hdl.handle.net/10453/162204
dc.description.abstract	<jats:p> This paper provides insights for attracting short-haul visitors to cultural heritage festivals. We show how a set of experience dimensions work as value drivers to enhance a cultural heritage experience. Drawing on the experience literature we use structural equation modelling to test the relationships between attitude, memory and revisit intentions. Empirical data was collected from short-haul visitors (from Scandinavia, Europe and UK) at five Norwegian Viking festivals. Through an integrative framework we examine how appraisals of the experience are impacted by (1) identification with a festival theme, (2) entertainment value, (3) storytelling, and (4) personal interest. Key findings: attendee perceptions of experience dimensions have a positive influence upon their attitudes, memories and revisit intentions; the formation of good and abundant memories strengthens the attitude-loyalty relationship; self-identification with heritage theme strengthens revisit intentions. The findings are timely as global emergencies increase the appeal of short-haul tourism. </jats:p>
dc.language	en
dc.publisher	Cognizant, LLC
dc.relation.ispartof	Event Management
dc.relation.isbasedon	10.3727/152599522x16419948694847
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject	1503 Business and Management, 1504 Commercial Services, 1506 Tourism
dc.subject.classification	Sport, Leisure & Tourism
dc.title	THE ROLE OF IMMERSIVE FESTIVAL EXPERIENCES, IDENTITY, AND MEMORY IN CULTURAL HERITAGE TOURISM
dc.type	Journal Article
utslib.for	1503 Business and Management
utslib.for	1504 Commercial Services
utslib.for	1506 Tourism
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Management Discipline
utslib.copyright.status	closed_access	*
dc.date.updated	2022-09-30T09:22:45Z
pubs.publication-status	Published

Abstract:

This paper provides insights for attracting short-haul visitors to cultural heritage festivals. We show how a set of experience dimensions work as value drivers to enhance a cultural heritage experience. Drawing on the experience literature we use structural equation modelling to test the relationships between attitude, memory and revisit intentions. Empirical data was collected from short-haul visitors (from Scandinavia, Europe and UK) at five Norwegian Viking festivals. Through an integrative framework we examine how appraisals of the experience are impacted by (1) identification with a festival theme, (2) entertainment value, (3) storytelling, and (4) personal interest. Key findings: attendee perceptions of experience dimensions have a positive influence upon their attitudes, memories and revisit intentions; the formation of good and abundant memories strengthens the attitude-loyalty relationship; self-identification with heritage theme strengthens revisit intentions. The findings are timely as global emergencies increase the appeal of short-haul tourism.

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http://hdl.handle.net/10453/162204