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Journal of Vacation Marketing
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Examining the festival attributes that impact visitor experience, satisfaction and re-visit intention

Shu Tian Cole

Department of Recreation, Park, and Tourism Studies, Indiana University, HPER 133, 1025 East Seventh Street, Bloomington, IN 47405, USA, colest{at}indiana.edu

H. Charles Chancellor

Department of Recreation, Park, and Tourism Studies, Indiana University, HPER 133, 1025 East Seventh Street, Bloomington, IN 47405, USA

The purpose of this study was to examine the impacts of a downtown festival’s attributes (programs, amenities and entertainment quality) on visitors’ overall experience, their levels of satisfaction and intentions to return. A theoretical model depicting the relationships among festival attributes, experience quality, overall satisfaction and revisit intention was examined using path analysis. The fi nal model suggests entertainment quality of the festival had the strongest impact on visitors’ overall experience at the festival, their satisfaction and intentions to return. All three festival attribute categories studied had direct impacts on visitors’ overall experience, but only entertainment quality directly contributed to visitor satisfaction and re-visit intention. Implications and limitations of the study were also discussed.

Key Words: entertainment quality • festival attributes • satisfaction • visitor experience quality

Journal of Vacation Marketing, Vol. 15, No. 4, 323-333 (2009)
DOI: 10.1177/1356766709335831
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