Cultivating and disseminating a festival image: the case of the Qingdao international beer festival
Abstract
This study uses the Qingdao International Beer Festival as an example to grasp the festival travelers’ experience quality. It investigates the critical relations among image factors in forming loyalty intentions for the festival. A psychometric process with qualitative and quantitative approaches is utilized. Community support and perceived risk of virus infection are uncovered as significant moderators, broadening the developed theoretical framework. The proposed theoretical and managerial implications provide orientations for scholars and practitioners in the field of festivals on how to design appropriate festival products and cultivate festive brands during the with-coronavirus era.
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A sound destination image can attract new visitors, and also cultivate loyal customers and destination promoters, thereby strengthening its position in a competitive tourism market.
“A sound destination image can attract new visitors, and also cultivate loyal customers and destination promoters, thereby strengthening its position in a competitive tourism market (Benítez-Márquez et al., 2021; Chi et al., 2022).”
From A study on the influence of rural tourism’s perceived destination restorative qualities on loyalty based on SOR model (2025) · cites this paper as Chi et al., 2022
The pleasure and emotional satisfaction obtained by tourists during the travel process will improve their overall evaluation and cognition of the destination.
“The pleasure and emotional satisfaction obtained by tourists during the travel process will improve their overall evaluation and cognition of the destination (Chi et al., 2022).”
From A study on the influence of rural tourism’s perceived destination restorative qualities on loyalty based on SOR model (2025) · cites this paper as Chi et al., 2022
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“A sound destination image can attract new visitors, and also cultivate loyal customers and destination promoters, thereby strengthening its position in a competitive tourism market (Benítez-Márquez et al., 2021; Chi et al., 2022).”
- Authors
- Chi, X., Meng, B., Zhou, H., & Han, H.
- Affiliations
- Qingdao University (CN)
- Shanxi University (CN)
- Sejong University (KR)
- Corresponding author
- Han, Heesup
- Venue
- Journal of Travel & Tourism Marketing
- Publisher
- Informa UK Limited
- Published
- 2022-05-04
- Volume
- 39
- Issue
- 4
- Pages
- 373-393
- ISSN
- 1054-8408 (ISSN-L)
- 1540-7306
- OpenAlex
- W4300012974
- Cited by
- 42
- References
- 57
- Citations by year
- 2026: 6 · 2025: 7 · 2024: 12 · 2023: 15 · 2022: 2
- FWCI
- 12.95
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Travel & Tourism Marketing (publishedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Sport and Mega-Event Impacts
- Social Sciences › Sociology and Political Science › Diverse Aspects of Tourism Research
- Social Sciences › Sociology and Political Science › Conferences and Exhibitions Management
- Keywords
- festival image, quality of experience, loyalty intention, community support, risk perception, COVID-19 pandemic, festival branding, beer festivals
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