Title: Triangular relationship among the religious festival experience, well-being perception and revisit intention: the case study of Bentougong religious festival in Vietnam

Authors: Dang Hoang Lan; Han Nu Ngoc Ton; Trang Minh Tran-Pham; Ngan Vu Thien Pham

Addresses: The Center for the Study of Religion and Ethics, University of Social Sciences and Humanities, Vietnam National University, Ho Chi Minh City, Vietnam ' Center for Public Administration, International University, Vietnam National University, Ho Chi Minh City, Vietnam ' School of Business, International University, Vietnam National University, Ho Chi Minh City, Vietnam ' School of Business, International University, Vietnam National University, Ho Chi Minh City, Vietnam

Abstract: Attendees' experience is the basis for clarification on positive psychology and behavioural outcomes of festival and tourism study. This study investigates the triangular relationship among the religious festival experience, well-being perception and revisit intention with underpinning theories on human experience theories, well-being perception and the stimuli-organism-response (SOR) model. Partial least squares structural equation modelling (PLS-SEM) estimates a hierarchical component model with two second-order variables (e.g., religious festival experience, well-being perception). In 2023, the study collected 206 valid responses from Bentougong festival attendees in three provinces in Vietnam, which were used for further analysis. A significant triangular relationship is found with all significantly positive impacts, in which the experience and well-being perceptions are significantly multidimensional variables. Based on this insight, marketers can refine their focus on developing event settings and strategies to satisfy the desires of their target market.

Keywords: triangular relationship; religious festival experience; well-being perception; revisit intention; Bentougong religious festival; human experience; human experience theory; value-based theory of well-being; stimuli-organism-response framework; festival attendees; Vietnam.

DOI: 10.1504/JIBED.2025.148655

Journal for International Business and Entrepreneurship Development, 2025 Vol.17 No.1, pp.34 - 61

Received: 06 Mar 2025
Accepted: 04 Apr 2025
Published online: 17 Sep 2025 *

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