Festival attributes and perceptions: A meta-analysis of relationships with satisfaction and loyalty

Abstract

Festivals provide economic, social and cultural benefits to the communities in which they occur, and contribute to event tourism and destination marketing. This research reports a meta-analysis of the festival literature to evaluate the factors that contribute to festival satisfaction and loyalty. Attributes were classified into six categories: activities, authenticity/uniqueness, concessions, environment, escape and socialization. The analysis revealed that festival activities (program, entertainment, thematic activities) and environment (atmosphere, convenience, facilities) are the most important determinants of satisfaction and loyalty. Two perceptions were evaluated: cost/value and service quality. The analysis revealed that cost/value is important for both satisfaction and loyalty, whereas service quality is relatively unimportant. Satisfaction with the festival is strongly related to loyalty. The findings suggest that festival planners should focus on providing an enjoyable program in a comfortable environment at a reasonable price. This strategy will cultivate repeat attendance and stimulate future visits to the festival destination.