Event loyalty as a key driver of destination strategy: A path analysis of tourist data

This study investigates the relationship between local event loyalty and destination loyalty; it focuses on identifying the characteristics of high-loyalty tourists. Data from 12,391 tourists who attended a 2022 regional art festival were analyzed comprehensively. The path analysis results indicate that event revisit intention positively influences destination revisit intention, both of which are attitudinal factors of loyalty. Furthermore, behavioral factors such as previous visits, current season visits, and overnight stays, were found to affect event loyalty significantly. The study’s model provides a composite measure of tourists’ event loyalty, whereas the χ2 tests and descriptive analyses results reveal the characteristics of high-loyalty tourists. Specifically, art-related professionals and art lovers demonstrated high loyalty to the art event, with a subsequent increase in interest in visiting other tourist spots in the same destination and a positive impression of the prefecture where the event was held. The findings suggest that the event effectively contributed to destination branding, which encompasses tourist loyalty, intention to revisit the area, and image improvement. The research outcomes emphasize the significance of the event in regional revitalization efforts, highlighting the need for a comprehensive regional branding strategy that engages the entire region and improves event quality.