Testing the Mediating Roles of Photo Sharing Behavior on SNS in the Relationship of Multi-Dimensional Perceived Festival Experiences and Festival Revisit Intention
Authors:   Asia-Europe Perspective Association, Fang Li-Sha , Zhu Zong-Yi , Kim Hyeon-Cheol 
Published: December 2024

With the wildly usage of SNS, online photo sharing behavior has been a part of one’s daily life. Following the previous studies, sharing outdoor music festival experience on SNS has been recognized as an im- portant factor which may influence festivalgoer’s perceived value, attitude and behavior. However previous studies on festival have contributed to a understanding of the influence of festival attributes on festival- goer’s satisfaction and revisit intention. The impact of festivalgoer’s SNS photo sharing behavior on their perceived value, attitude and behavior are still remains unexplored. Moreover previous studies sample have limited on 20 to 30 festivalgoer, this study intend to collect teenager sample, which will be long-rela- tionship consumer for festival organizer.
The purpose of this study is to offer place marketing strategy for music festival organizer to develop long-relationship consumer segment. This research sought to elucidate the formation of outdoor festival experience sharing behavior of teenager festivalgoer segment by examining the role of festival experience: escape and togetherness and places. In this study, a concept model was theoretically based on a festival experience theory, which proposes that consumer experience sharing can enhance perceived festival value and revisit intention.
Present research considered GuangZhou ZhuHai Beach Outdoor Music Festival as appropriated research environment for several reasons. With the economy development, the consumption of outdoor festival in China sustained growth. GuangZhou, one of the main cities of China, the opinion from them will be effectively. GuangZhou ZhuHai BeachOutdoor Music Festival scale is one of the largest outdoor music festivals in this district, which is well known to public. our sample will derive from three major high schools located in GuangZhou. a total of 340 were selected for statistical analysis who participant ZhuHai Shark Music Festival and sharing festival photo on their SNSs.
Smart PLS 3.0 was used to finish the statistical analysis. First, the results showed that festival experience positively affect online photo sharing behavior, perceived value and revisit intention. Additionally, photo sharing significantly influences perceived value, revisit intention. Second, it was found that positive relationship between perceived value and revisit intention. Also, this study demonstrated the mediation effect of photo sharing and perceived value. The results show the significantly mediation effect among this relationship.
Our findings may assist local tourism development institution and festival organization in formulating effective tourism strategy for young consumer segment. This study makes a theoretical contribution by extending and integrating prior literature. In this study extended the model to integrate model, drawn on the influence of festivalgoers’ SNS photo sharing behavior. From a practical standpoint, local tourism development institution and festival organization practitioners who strive to enhance young people outdoor festival experience sharing behavior and outdoor music festival visit intention, the effective strategies can be offered.