This study examined behavioural intentions of visitors to a rural festival as well as the relationship between behavioural intentions of festival visitors and benefits they receive from attendance in relation to their origins and the distance they travel to the festival. The results were based on 413 questionnaires. A factor analysis generated three factors: the history appreciation benefit, the socialization benefit, and the enjoyment benefit. The respondents rated the enjoyment benefit the highest, followed by the socialization benefit, and history appreciation. Pearson’s correlations showed that distance travelled had a significant negative correlation with visitors’ intention to attend the festival again. Distance travelled did not have any significant correlations with visitors’ word-of-mouth intentions, and the benefits they received. ANOVA tests were conducted to examine whether benefits received and behavioural intentions were demonstrated differently among visitors from different origins. ANOVA tests indicated that the socialization benefit for the local residents was significantly higher among residents than non-residents. The study provided a more thorough understanding of additional factors that may affect behavioural intentions of festival visitors, which may help festival organizers better understand visitors’ behaviour and their behavioural intentions.
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