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Literature Review

From the article Motiva-
tion and Loyalty Factors for Festivalgoers: A Case Study From
Putrajaya Hot Air Balloon Fiesta in Malaysia by Ng Kok Meng,
note that the world has witnessed the wonderful growth of
collateral festivals. Tense competitions between host com-
munities in Malaysia.

It is important that orga-
nizers of festivals understand tourism Motivations for attend-
ing the festival in order to achieve a higher-performance
promotion of the event Place and plan for marketing. The
purpose of this study is to investigate whether Festivalscape
factors influence the motivation of the participants and the
behavior of the patron through the most. An international
event in Putrajaya, Malaysia.

The findings of this study
answered the research question that festivalscapes have a
significant impact on attendees’ motivation and loyalty
behavior. In addition, study findings revealed that the type
of guests has a significant impact on the festivalscape fac-
tors i.e. only local residency was supported. Despite the
study results differed from previous literature, findings of this
study extended the literature on festivalscape related to the
events and tourism research and provided empirical sup-
port on its effect on motivation and loyalty.

Festivalgoers’ Motivation and Loyalty Factors: A Case Study
of Putrajaya Hot Air Baloon Fiesta in Malaysia
by Ng Kok Meng
http://globalbizresearch.org/files/dt733_grrthlm_ng-kok-meng-458609.pdf