Assessing the Influences of Festival Quality and Satisfaction on Visitor Behavioral Intentions

It has been discussed in previous research that festival quality directly and positively affects behavioral intentions, whereas visitor satisfaction plays a mediating role between festival quality and behavioral intentions. The purpose of this study is to examine in greater detail the relationship between festival quality, satisfaction, and behavioral intentions in the context of both direct and indirect influence. Three hypotheses were proposed based on positive relationships among the variables. A total of 19 items were extracted, based on which a survey to measure the festival quality perceived by festival visitors was developed. Survey data were collected at a 3-day opengate festival in Korea. Factor analysis was employed to condense the domains of festival quality, and regression analysis was conducted to verify the established hypotheses. Three festival quality factors of general features, comfort amenities, and socialization were identified. Accordingly, those factors were used to reveal the relationship among the variables. The results showed that the general features of festival quality most significantly affect satisfaction, recommendation, and revisit intention. This study provides some insights into the development of festival quality, and further explores the relationships between festival quality, satisfaction, and behavioral intention. And the implications of this research provide practitioners with particular attributes that can be managed to promote the success of a festival.