Determinants influencing the re-visit intention of guitar art festival participants: a combination of PLS-SEM and fsQCA methods

This study uses the Changsha International Guitar Art Festival in China to develop and test a stimulus–organism–response model linking festival service quality, festival image, festival attachment, involvement, and re-visit intention. Guidance services and content are introduced as additional dimensions of service quality, while involvement is examined as a moderator. Using convenience sampling, 541 valid questionnaires were collected and analysed through PLS-SEM and fsQCA. The PLS-SEM results showed that tangibility did not affect festival attachment, responsiveness did not influence re-visit intention, and content affected neither festival image nor festival attachment. All other hypothesised relationships were significant and positive. Festival image and festival attachment acted as parallel mediators and also formed a serial mediating pathway between service quality and re-visit intention. Involvement strengthened the effects of both festival image and festival attachment on re-visit intention. The fsQCA identified four configurations associated with high re-visit intention. These findings extend festival service-quality research and provide practical guidance for the sustainable development of arts festivals.