As loyal as migratory birds : analyzing event revisit intention with dramaturgy and environmental psychology theories / Shih-Hao Wu, Stephen Chi-Tsun Huang, Ching-Yi Daphne Tsai, Chao-Lin Sung

Drawing on the dramaturgy and the stimulus–organism–response theories, this study examines how the dramaturgical elements motivate attendee revisit intention through the mediation of emotion and perceived values. The moderating effect of attendee role when forming the event group (initiator or follower) is also examined. Results show that the key path starts from core service to emotion, then to hedonic value, and finally triggering attendee return intention. Findings reveal the critical role of emotion as a mediator in the relationship between the three dramaturgical elements and perceived values. The different path effects for initiators and followers are also elaborated.

Tourism.