Research on the factors influencing tourist loyalty to outdoor music festivals: an application of stimulus-organism-response paradigm

Introduction: Following the COVID-19 pandemic, China's music festival market has rapidly recovered, attracting growing tourist interest. However, research on factors influencing tourist loyalty remains limited. Methods: This study applies the Stimulus-Organism-Response (S-O-R) framework to examine loyalty formation among festivalgoers. Data were collected via a questionnaire from 673 attendees of the Shenyang Strawberry Music Festival. Structural equation modeling (SEM) was used for analysis. Results: Perceived value and satisfaction significantly impact loyalty, with satisfaction showing a stronger effect. Existential authenticity and experience quality enhance emotions, perceived value, and satisfaction. Emotions do not directly influence loyalty but have indirect effects via value and satisfaction. Discussion: Findings suggest that enhancing existential authenticity and experience quality can indirectly build loyalty. The study offers strategic insights for festival organizers seeking to sustain tourist engagement post-pandemic.