What influences attendees’ continuous intention in the grand parade: Stimulus–Organism–Response (SOR) model

This study examines the ceremony of the 50th anniversary of the Liberation of the South and National Reunification in Vietnam. Utilising the Stimulus-Organism-Response model, this study aims to explore the factors that drive parade attendees’ continuance intentions. The stimulus variables include authenticity, service quality, and aesthetics; the organism is experience and attitude; and the response is continuance intention in parades in the future. Using a questionnaire survey, 335 valid responses were collected from the attendees. Data were analysed using partial least squares-structural equation modelling. The findings showed that service quality and aesthetics had total indirect effects on continuance intention through experience and attitude. When parade experience was the stimulus, the indirect effect on the continuance intentions through attitude was significant and positive. The responses by attendees showed dynamic behaviour, depending on the provided stimulus and organism. By applying the SOR model and approaching parade attendees’ experience and loyalty from a consumer-oriented perspective, this study contributes to urban tourism research. These results may help to develop a more comprehensive strategy to provide unforgettable experiences and encourage human flourishing to attract and retain loyal customers. Organisers can draw many lessons on organising major events in cities on important national holidays to develop the local economy, combined with building national identity.