WHAT AFFECTS REVISIT INTENTION AND WORD OF MOUTH AT INTERNATIONAL ETHNO-FEST? AN EXPERIENCE APPROACH IN KYRGYZSTAN

OpenAlex İngilizce

This study examines the key factors influencing revisit intentions (IR) and word-of-mouth (WOM) behaviors among tourism professionals attending international ethno-festivals in Kyrgyzstan, with a specific focus on the 2023 Bishkek EthnoFestival. While much of the existing literature focuses predominantly on visitor experiences, this study fills a notable gap by analyzing the perspectives of tourism operators and managers, who play a crucial role in ensuring the sustainability and longterm success of such events. In doing so, the research shifts attention to an often-overlooked stakeholder group whose experiences and perceptions are essential for the effective management and promotion of ethno-festivals. The study investigates how Festival Image (FI), Perceived Value (PV), and Festival Loyalty (FL) impact Festival Satisfaction (FS) and, subsequently, IR and WOM. Data were collected from tourism professionals attending the festival, and SPSS and AMOS were used to analyze both direct and indirect relationships between these key variables, ensuring a robust and comprehensive statistical validation of the proposed model. Findings indicate that FI and PV significantly enhance FS, which, in turn, strengthens loyalty (FL), increases the likelihood of revisits (IR), and encourages positive WOM behaviors. These results highlight the critical importance of effective festival branding, perceived quality, and visitor engagement strategies in fostering continued participation and favorable perceptions among industry professionals. Furthermore, the study reveals that the perceived authenticity and cultural richness of the festival play a mediating role in strengthening satisfaction and loyalty. The results emphasize that improving festival identity, perceived value, and visitor experiences can significantly contribute to the economic, social, and cultural sustainability of festival tourism. This research provides practical recommendations for event organizers, policymakers, and tourism businesses, ensuring that ethno-festivals serve not only as celebratory events but also as effective platforms for cultural exchange, economic development, and enhanced destination competitiveness in Kyrgyzstan and beyond. Overall, this study underscores the pivotal role of tourism professionals in the ecosystem of cultural festivals and highlights the strategic importance of their satisfaction and loyalty for the future viability of such events.