Festival Tourists’ Emotion, Perceived Value, and Behavioral Intentions: A Test of the Moderating Effect of Festivalscape

The purpose of this study is to examine the interrelationship among festival tourists' emotion, perceived value, and behavioral intentions, as well as to test the moderating effect of festivalscape on behavioral intentions. A survey was conducted at the 2009 Shanghai International Tea Culture Festival, and the model was tested by structural equation modeling. The results show that tourist emotion is positively related to perceived value and behavioral intentions, and perceived value is positively related to behavioral intentions in the context of the festival tourism in China. The results also indicate that there is no moderating effect of festivalscape on behavioral intentions.