Sarina Nair, Norzalita Abd Aziz Norzalita Abd Aziz, Rasheedul Haque, Sayeeduz Zafar Qazi, Safwan Marwin Abdul Murad, Saif Ahmed
ABSTRACT
This study investigates the complex interplay between leisure constraints, hedonism, destination attachment, and revisit intentions within the context of festival tourism in Malaysia. Utilizing Place Attachment Theory, Self-Determination Theory, and the Stimulus-Organism-Response model as theoretical frameworks, the research explores how overcoming leisure constraints enhances hedonic experiences and strengthens emotional bonds with festival destinations, ultimately influencing tourists' intentions to revisit. Data were collected through an online survey distributed via targeted social media platforms, reaching a sample of 500 Malaysian festivalgoers. Structural Equation Modeling (SEM) was employed to analyze the relationships among the constructs, with a focus on both direct and mediated effects. The findings reveal that overcoming leisure constraints significantly enhances hedonistic pleasure, which in turn fosters strong destination attachment and increases the likelihood of revisiting the destination. The study also uncovers the moderating role of temporal distance, indicating that the positive influence of hedonism on revisit intentions diminishes over time. However, travel motivation was found not to significantly moderate the relationship between hedonism and destination attachment. These results provide valuable insights for festival organizers and destination marketers, emphasizing the importance of creating enjoyable, accessible experiences to build lasting emotional connections with visitors.
