Study on Relationship between Visitor Value, Degree of Satisfaction and Loyalty in Musical Festival Activity

Compared with other types of festival activities, the musical festivals can attract large crowds of visitors easily and quickly. When the value experience of visitors is high, their satisfaction and loyalty will also be higher. In activities, the high degree of satisfaction means higher loyalty. The hypothesis model in this study indicates the causal relationship between visitor value and degree of satisfaction, as well as the significant impact of visitor value on loyalty in musical festival activities. However, though the musical festival activities can attract visitor stream very quickly, the activity organizers should think more about how to make the visitors willing to come, especially when most visitors for these activities make a special trip. For these visitors, the degree of experience of the visitors should be emphasized, because this will be the most important reason influencing visitors’ feeling about the activities.