De la experiencia vivida a la lealtad del visitante: el rol mediador del valor percibido en festivales culturales

Laura Ortega-Pérez; Francisco  Orgaz Agüera; Salvador Moral-Cuadra; Cándida María Domínguez-Valerio

doi:10.25145/j.pasos.2026.24.052

Authors

Laura Ortega-Pérez Universidad de Córdoba https://orcid.org/0009-0000-8149-6842
Francisco Orgaz Agüera Universidad Internacional de La Rioja (UNIR) https://orcid.org/0000-0002-4240-8640
Salvador Moral-Cuadra Universidad de Córdoba
Cándida María Domínguez-Valerio Universidad Tecnológica de Santiago (UTESA)

DOI:

https://doi.org/10.25145/j.pasos.2026.24.052

Keywords:

experiential perceptions, motivations; visitor loyalty, mediation, perceived value, satisfaction, cultural festivals, World Heritage Site, PLS-SEM, SOR model

Abstract

This study examines how festival attendees' experiential perceptions and motivations influence perceived value, satisfaction, and loyalty, while incorporating the analysis of the mediating role of these variables. The case study focuses on the 2024 Córdoba International Flower Festival. Drawing on the Stimulus-Organism-Response (SOR) model, a quantitative approach was implemented through a survey (n=774) and a partial least squares structural equation modelling (PLS-SEM) methodology. The findings reveal that experiential perceptions significantly affect perceived value and satisfaction, although they do not exert a direct influence on loyalty. Satisfaction emerges as the main determinant of visitor loyalty, whereas perceived value operates as a full mediator between motivations and satisfaction. These results contribute to advancing academic knowledge on cultural festivals and provide practical insights for event managers in the design of sustainable and memorable visitor experiences, with relevant implications for the safeguarding of intangible cultural heritage.

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Academic society: PASOS. Revista de Turismo y Patrimonio Cultural
Publisher: Instituto Universitario de Investigación Social y Turismo. Universidad de La Laguna (España) - Instituto Universitario da Maia ISMAI (Portugal)

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