The effect of the perceptions of local people for public festivals on perceived value, festival satisfaction and festival loyalty: The case of International Şi̇le Fabrics Festival of Culture and Art

With the increasing prosperity level, the number of people participating in tourism activities has increased, alternative tourism activities have started to be diversified according to different needs and these activities have become increasingly important. In addition to providing and promoting the destination at the national and international level, these activities have many positive and negative impacts on the local population living in the destination. In this study, face to face data were collected between February and May 2017 with 501 local residents living in Şile destination using structured questionnaire using convenience sampling method. Frequency, t-test, ANOVA, correlation and multiple regression analyzes were applied to the data obtained. According to the results of the study, the perceived value-dependent variable related to the festival does not differ according to marital status, gender, age, education level and monthly income groups, while it varies according to occupational groups and time spent in Şile. Festival satisfaction dependent variable does not differ according to marital status, gender, age, education level, occupation and monthly income groups, but it varies according to the duration of living in Şile. The festival loyalty dependent variable does not differ according to marital status, gender, educational background, monthly income and life expectancy in Şile, but varies according to occupational groups and age groups. However, it was concluded that personal benefit and quality of life factors of society have a significant effect on perceived value, community pride, economic benefits, quality of life of society and negative effects of festival have a significant effect on festival satisfaction, and the pride of the community, personal benefits, impact on the quality of life of the community has a significant impact on the festival loyalty. The results of the study contribute to the marketing of destinations and the development of the festival, as well as to the improvement of the perception of the local people towards the festival. In this study that The International Şile Fabrics Festival of Culture and Art can continue to develop and assist the Şile Municipality, Şile Municipality Culture and Social Directorate in the development of the festival. It is also believed that they will contribute to festival visitors, festival participants, festival organizers and literature. At the end of the study, the findings of the research were discussed and recommendations were made for the organizers and researchers. Key Words: Event, Event Tourism, Festival Tourism, Local People