Abstract

This study was aimed to explore the influence of on-site experience at a planned festival for tourism on the post-attitudes from the perspective of intrinsic motivation. It was assumed that on-site experience could be divided into two types, respectively self-enhancement experience and facilities service performance. It was also expected that self-enhancement experience might be more important to influence positively on post-attitudes to the festival than facilities service performance. The data of 209 tourists were collected as the festival consumers who had participated in ['98 Cheju Festival for the world island's culture] held on 1998 summer. As the prediction, the results have shown that self-enhancement experience influenced significantly more positively on the three post-attitudes(i. e., overall satisfaction, intention to recommend, and intention to revisit) to the festival than service performance. These patterns appeared more apparently in the condition of self-determination for the participation than in the condition of non-self-determination. It might be judged that it is more appropriate to apply the intrinsic motivation theory for evaluating a planned festival than to apply the model of the traditional service marketing. In conclusions, it was discussed about some implications and limitations of the study, and future researches.