Factors Affecting Attendees Loyalty and Perceived Authenticity of Sithan Festival, Khon Kaen
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Abstract
The aim of this research is to examine the factors affecting perceived authenticity and attendee’s loyalty of Sithan Festival Khon Kaen. A questionnaire with self-administrative approach was used to collect data from 150 attendees who had experienced in the festival. Multiple regression analysis was used to test the proposed hypotheses. The results found that festival activities, 2) festival information services 3) festival facilities, and 4) the uniqueness of festival had significant and positive impact on the perceived authenticity of the Sithan Festival Moreover, the authentic recognition positively and significantly impact attendees’ loyalty. Therefore, event organizers should pay more attention to these various factors affecting the perception which to increase authentic satisfaction of the festival and sustain attendees’ loyalty by using social media advocacy or interaction with peers. The results of this study also bolster the economic benefits to Khon Kaen and create various job to people in the community.
Article Details
The articles published in the journals are the authors' opinions, not the opinion of the editorial team or administrative staff. The articles published is copyright of the Journal of Business Administration and Accounting, Khon Kaen University.
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