How does involvement affect attendees’ aboriginal tourism image? Evidence from aboriginal festivals in Taiwan

ABSTRACT

This study develops a theoretical model of personal involvement, cultural involvement, place involvement, and tourism image among aboriginal festival attendees in Taiwan. Overall, 1,905 valid responses were collected from attendees of the Amis Ilisin, Paiwan Maleveq, Saisiyat Pas-taai, and Yami Flying Fish aboriginal festivals. The analytic findings illustrated that personal involvement was positively and significantly related to attendees’ cognitive image, affective image, and conative image; cognitive image was significantly and positively related to attendees’ affective image; and affective image was positively and significantly related to attendees’ conative image. Based on the ‘involvement-image’ theoretical framework, this study identified the significant implications of tourism image from the aboriginal festival perspective, providing social science-based insights for aboriginal tourism development.

KEYWORDS:

• Aboriginal festival
• aboriginal tribe
• cultural involvement
• personal involvement
• place involvement
• tourism image

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by Ministry of Science and Technology of the Republic of China (Taiwan): [grant number MOST-107-2410-H-224-015-SS2.].