Participant the factors affecting visitors' intention to visit again: International Orange Flower Carnival sample

Festivals are seen as celebrations that provide social and economic development and interaction for cities and countries. While the positive effects of the cities where festivals are organized are known in terms of economic, cultural, commercial and environmental aspects, it is also seen that they participate in festivals in order to socialize on an individual basis, to learn new cultures, to be in economic interaction and to be in different areas of interaction. The aim of the study is to examine the factors affecting the intention of people who have attended the International Orange Blossom Carnival held in Adana at least once to revisit the carnival within the scope of planned behavior theory. In this context, in the first step, the effect of carnival-related services (program content, information provided, food and beverage quality and staff) on their attitudes was analyzed. In the second step, the effects of participants' attitudes, perceived behavioral control, and subjective norms on their intention to revisit the carnival were examined. Due to the COVID-19 outbreak, the physical arrangement of the carnival planned in 2020 was canceled, and the program was held as a Carnival at Home. In this context, data were collected from a total of 445 people who fulfilled the condition of having attended the carnival at least once in previous years through an online questionnaire. The data were analyzed through the SPSS 20.0 program, descriptive statistical analyzes, validity and reliability analyzes and hypothesis tests were performed. When the results were examined, it was revealed that the attitudes of the carnival participants were influenced by the information and program content on the carnival, the quality of food and beverage and the staff in charge. In addition, the intention of the participants to visit again is also affected by this attitude and perceived behavioral control and subjective norms.