This study aimed to (1) investigate whether face consciousness (or chemyon) and playfulness affect tourist behaviour and tourist satisfaction at a festival event from a South Korean perspective and (2) identify the moderating effects of both the frequency of visits and overnight trips. Structural equation modelling was conducted with a sample of 506 adults. The outcomes indicated that face consciousness and playfulness positively influenced tourist behaviour at festival events. In turn, these impacts were conducive to tourist satisfaction. However, the results were either positive or negative depending on specific tourist behaviour. Moreover, revisit travellers and overnight travellers exerted significant moderating impacts between certain paths. The integrative model can provide objective data for destination marketers and event organisers to support the enhancement of festival events in the post-COVID-19 era. The originality of this study lies in the initial attempt to adapt face consciousness to amalgamate tourist behaviour at festival events.
Does Face Consciousness Affect Tourist Behaviour at Festival Events? A Korean Perspective