Intention to Revisit the Chariot Festival (Ratha Yatra): An Experience Economy Approach

The present study addresses visitors’ experiences at the world-famous Chariot Festival - Ratha Yatra - which is held every year at Shri Kshetra, Puri Dham in the state of Odisha, India. Empirical evidence is used to analyse how each of the experience dimension affects the overall event and to assess the likelihood of revisiting. In order to develop a conceptual framework for the study, a thorough review of the literature was conducted. The conceptual framework was then tested using a quantitative approach, in which data were gathered from a convenience sample of 295 respondents using a self-administered questionnaire. Finally, Structural Equation Modelling (SEM) was used to process and analyse the data. According to the findings of SEM, the entire festival experience is greatly influenced by the experience dimensions of education, entertainment, and escapism. The empirical results demonstrate how the organisers could improve the visitors’ experience and urge them to revisit the festival. The experience dimensions scale can be used as a reference for marketers to determine how effectively a festival or event satisfies customer expectations.