Place image, quality of life, and behavioral intention of residents during the Dajia Mazu Pilgrimage in Taiwan

Rationale/purpose: This study examines the perceptions of festival host residents of the Dajia Mazu Pilgrimage using the proposed model to evaluate the antecedent and outcome variables of place image. Design/methodology/approach: Using quantitative methods, this study proposes a model to determine host residents’ perceptions based on fit, place image, quality of life, and behavioral intention. Findings: The findings showed that place image is vital in establishing a supportive perception toward the festival host city. Quality of life not only mediates the perceptions of residents’ image and their residency but also independently contributes to the development of residents’ behavioral intentions. The perceptions of place image or the quality of life of residents, especially place image, are significant predictors of residents’ behavioral intentions. Practical implications: This study extends the concepts of fit and place image by taking a psychological perspective to provide strategies for festival management. To evaluate residents’ quality of life and gain their intention to support for the festival, the present study suggests that event organizers and the local government take action on the characteristics of the festival and the host city represents. Providing entertainment activities combine with Mazu culture at nighttime is one of the suggestions. Research contributions: The exploratory model we proposed herein to explain host residents’ viewpoints showed sufficient predictive power. The results underline the importance of fit, which can predict and explain place image. Furthermore, the present study contributes to existing research by applying the concept of fit in the festival context.