Influences of the Cultural Implications and Tourism Attractiveness of Festival Tourism on Tourist Loyalty
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Festival tourism can preserve local characteristics and promote tourism development; therefore, it has gradually become the most appropriate choice for tourism industry development in Taiwan. Short-term festival events combined with local human cultural resources and cultural assets can strengthen the local tourism image and attract tourists. Tourists’ purchases during festival tourism can promote local economic development. This study verified that, regarding cultural implications, cultural integration was the main factor influencing tourism attractiveness, followed by cultural recognition and characteristics. In addition, whether education activities were incorporated into festival events was relatively critical in terms of influencing tourism attractiveness, and whether the comprehensive functions and activities at the festival events enabled tourists to relax and gain new experiences influenced tourist loyalty. On the basis of the results, this study recommends that when relevant departments hold festival events, they must combine festival events with local cultural characteristics and with uniquely designed activities to elevate the cultural implications of festival tourism. Moreover, convenient transportation, comprehensive recreational spaces, and comprehensive shopping mechanisms can elevate tourism attractiveness. When in-depth cultural implications are incorporated into festival tourism to promote tourism attractiveness, tourist loyalty can be substantially elevated.