Through thick and thin: theorizing festival loyalty development among Filipino repeat visitors by Research Associate Dr. Allan de Guzman and colleagues
Festivals boost the local economy through tourist visits. However, the shortage of theory-building studies in festival studies needs to be addressed empirically. This study aims to conceptualize a model that describes how visitors have become loyal to grand festivals in the Philippines. Following Glaserian grounded theory, 24 repeat Filipino festival goers were interviewed. Field texts […]