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The purpose of this paper is to understand how festival quality, satisfaction and intention to return among cannabis festival attendees were interrelated by using the 2018 Mile High 420 Cannabis Festival in Denver, Colorado, USA.

This study employed an online survey with festival attendees to the 2018 Mile High 420 Festival. A total of 664 attendees participated in the survey.

Findings of the study revealed the demographic profile of cannabis festival attendees (i.e. relatively young, single and evenly distributed in terms of gender and residency) and its relationships with respondents’ perceived festival qualities. In addition, two dimensions of festival quality unique to the context of marijuana festival influenced attendees’ satisfaction and intent to return significantly. Festival attendees’ travel characteristics were used to describe attendees’ satisfaction and intent to return to a different degree. This research has also highlighted a lack of research in the area of cannabis events/festivals.

This study is the first investigation that studied a cannabis-themed festival in the tourism literature. As legalization of recreational cannabis has been embraced in the USA and abroad (i.e. Canada), the findings of this empirical study will help the industry professionals and policy makers to understand this unprecedented SIT market and can be used as the benchmarks for their legal and operational practicality. Further, this study highlights research gaps in the tourism literature, and identifies those areas where future study is unlikely to provide new knowledge.

The music festival industry is challenged by intense competition and financial exigency. As a result, many festivals have either folded or are currently struggling. Therefore, the purpose of this paper is to show that motivator-hygiene-professional (MHP) strategic capabilities (SCs) are positively associated with quality music festival management thereby providing a playbook for potentially mitigating these challenges.

The mixed methods research design comprised a case study of a leading event management company as well as nation-wide in-depth interviews and questionnaire survey. The authors initially confirmed the nature of the challenges to the industry from the case study and the in-depth interviews. The authors then developed an MHP Model of 15 SCs that were identified from the literature and the qualitative research. The relationship of the MHP SCs model to quality music festival management was tested in the questionnaire survey.

The respondents suggested that all the SCs were related to quality music festival management. However, Professional SCs were considered comparatively less important than motivator and hygiene SCs. Across all three groups, interviewees highlighted the significance of artists, site and operational planning, financial and stakeholder management and ticket pricing. In addition, careful planning, delegation and quality focus, problem solving, resolve and flexibility, leadership and vision, communication and innovation were considered conducive to the quality management of music festival organisations.

The MHP SCs model and dimensions of quality management offer music festival event managers a detailed practical playbook for moderating challenges to music festival management. In essence the authors provide the specific drivers that festival managers should best focus their attention upon. Visionary leadership, artist differentiation, innovation, customer service and flexible management have priority.

The findings add to the festival management literature by demonstrating the importance of motivator, hygiene and additional professional SCs for moderating challenges to the music festival industry. To the best of authors’ knowledge, no previous studies have directly investigated specific SCs critical for quality event and festival management. In particular, the academic significance of this paper is that the authors have combined Herzberg’s motivator and hygiene factors with SCs, which are in essence success drivers, to create a novel holistic MHP SCs model for quality music festival management. Further explanatory insight is gained by the addition of a third factor of professional SCs.

The impact of event quality on expenditure and visitors’ loyalty has been an issue seldom analyzed by festival literature. These same incidental relations were not assessed from a temporary perspective in the case of recurrent cultural events. This paper aims to explore these causal relationships and to report on the moderation effect of the temporary inquiry on the editions of the festival.

Nine hypotheses were examined through squares SEM techniques, and the model validation was carried out by assessing the measurement and structural model. In addition, a multi-group analysis was performed to test the temporary moderation effect. Finally, a survey was applied during three successive editions (2013 = 164 cases, 2014 = 154 cases, 2015 = 128 cases).

The local and ephemeral nature of the festival favors immediate consumption, and the budget share increase among categories passes through diversification to stimulate purchases. In this particular context, the moderation induced by the sequence of editions had a conclusive impact on the analyzed relationships, generating the need to focus on the temporary variability to understand and operate the recurrent events.

The strengthening of the festival went through a stage where it opened to other segments of visitors despite the dominant opinion to preserve the local character of the event. In addition, this study clarifies that a retrospective analysis of previous editions, when compared to the stationarity perspective of the festival, allows a better understanding of the required upgrading to preserve visitor loyalty.

El impacto de la calidad del evento en el gasto y la lealtad de los visitantes ha sido un tema pocas veces analizado por la literatura de los festivales. Estas mismas relaciones incidentales no fueron valoradas desde una perspectiva temporal en el caso de eventos culturales recurrentes. El artículo explora estas relaciones causales e informa sobre el efecto moderador de la investigación longitudinal de las ediciones del festival.

Se examinaron nueve hipótesis a través de técnicas de cuadrados MES, y la validación se llevó a cabo mediante la evaluación del modelo estructural y de medición. Además, se realizó un análisis multigrupo para probar el efecto de moderación longitudinal. Los datos analizados provienen de encuestas aplicadas durante tres ediciones sucesivas (2013 = 164 casos, 2014 = 154 casos, 2015 = 128 casos).

El carácter local y efímero del evento favorece el consumo inmediato, y el aumento de la participación en el gasto entre categorías pasa por la diversificación que permite estimular la compra. En este contexto particular, la moderación inducida por la secuencia de ediciones incidió contundentemente en las relaciones analizadas, generando la necesidad de prestar atención a los cambios temporales para comprender y operar los eventos recurrentes.

El fortalecimiento del festival pasó por una etapa donde se abrió a otros segmentos de visitantes a pesar de la opinión dominante de preservar el carácter local del evento. Además, este estudio aclara que un análisis retrospectivo de ediciones anteriores, en comparación con la perspectiva de la estacionariedad del evento, permite gestionar la actualización necesaria que permite preservar la lealtad del visitante.

This paper aims to empirically examine how five different brand equity dimensions of a festival brand (i.e. awareness, image, quality, value and loyalty) are inter-related. Specifically, this study aims to examine the impact of brand awareness on perceived brand image, perceived brand quality and perceived value; the impact of perceived brand image on perceived brand quality and brand loyalty; and the impact of perceived brand quality on perceived value and brand loyalty.

The conceptual model was tested with an onsite sample of a public festival referred to as the VEISHEA (Veterinary Medicine, Engineering, Industrial Science, Home Economics and Agriculture) festival, which is located in a Midwestern college-town. Confirmatory factor analysis and structural equation modeling were used to reach the goals of the study.

The findings revealed that improving attendees’ awareness is a keystone in promoting brand quality perceptions, increasing perceived value and creating favorable brand image. Perceptions of quality on brand loyalty were stronger than any other effect, pointing out the need for superior quality. These findings confirmed that a public festival which does not require visitor admission fees can increase visitors by utilizing branding strategies, as has been done with other types of festivals.

This research was conducted at a public festival. Further study should be conducted at other festivals/events. Analysis of antecedents such as advertising and promotions in the brand equity creation process will provide further important information.

This study provides guidance for practitioners to manage festival brands properly and develop strategies (e.g. communications and promotions) which reinforce the intangible asset of brand equity.

This is the first study that applies the brand equity concept to the setting of public festivals. This application to a new context contributes to the body of knowledge of brand equity theory.

Programming of festivals is more and more becoming a source from which the competitive advantages of the festivals may originate. This study aims to conceptualize the dimensionality of programming quality of festivals and empirically test it and its relationships with the satisfaction and behavioral intention levels of festival visitors.

Structured interviews were conducted with 350 visitors to a cultural festival. Structural equation modeling (SEM) was utilized in the data analysis.

The programming quality of festivals was found to consist of six dimensions, namely diversity, stakeholder balance, incrementality, simultaneity, flexibility and linkage. Meanwhile, the positive effects of festival programming quality on the satisfaction and behavioral intention levels of festival visitors are confirmed.

This study is limited for possible inexhaustiveness of the dimensions proposed and examined. Future research is needed to make the current measurement more rigorous, succinct and comprehensive.

This study can offer some valuable insights for festival planners and organizers to better design, operate and manage their festival to such an extent that the experiences of festival visitors are maximized, visitor satisfactions are enhanced, and re‐visits to future festivals facilitated.

This study makes its contribution to better understanding of festival programming quality, where artistic, emotional and technological aspects are integrated. This study aims to delineate the entirety of programming quality of festivals and its relationships to the satisfaction and behavioral intention levels of festival visitors.

The purpose of this paper is to examine the links between perceived festival service performance quality, satisfaction, buying wine at the event, and the first-time/repeat tourist dynamic.

The research was conducted on 368 attendees at a major wine festival in the northeast USA using intercept face-to-face interviews.

The facility-related quality aspects are a stronger predictor of buying behaviour than activity-related aspects and amenities. A relationship between performance quality perception and satisfaction could not be found. 35-year and older repeat visitors are the highest yielding festival visitor group from a financial viewpoint. First-timers are far more short-term oriented than repeat visitors when making the final decision to attend the festival event.

It is very important to achieve a high degree of repeat festival attendance as this directly influenced the financial gains in selling more wine. The nature and types of activities offered at a festival must be cohesive with the theme of the event. The festival activities offered should be continually evaluated for signs of wear out, and renewed, or replaced if necessary.

The research provides a new perspective to festivalscape knowledge in that it identifies the first-time and repeat visitor dynamic as a strong predictor of actual buying behaviour at a festival. The higher the proportion of repeat visitors, the higher the likelihood of (wine) buying.

Gastronomic festivals are important events to bring people together around food-themed activities. This study aimed at determining the relationships between festival quality, memorable food experience, loyalty, behavioral intention, hedonic well-being, and eudaimonic well-being. In this study, festival quality is the independent variable that affects the memorable food experience, the memorable food experience is the independent variable that affects loyalty, and loyalty is the independent variable that affects behavioral intent. Hedonic well-being and eudaimonic well-being are moderating variables. Behavioral intention is the dependent variable, while memorable food experience and loyalty are both dependent and independent variables.

The population consisted of local tourists visiting Orange Blossom Carnival held in Adana, Turkey. The survey technique and the convenience sampling method were preferred and 545 data were obtained.

The analysis results showed that all dimensions of the memorable food experience are strongly affected by festival quality. Plus, superior service approach and high value perception dimensions of the memorable food experience have significant effects on loyalty. Furthermore, destination loyalty was found to have a strong effect on behavioral intentions. Moreover, higher levels of Hedonic well-being (HWB) and Eudomenic well-being (EWB) were found to increase the effect of loyalty on behavioral intention; accordingly, the moderator roles of HWB and EWB were determined.

This article provides information that the memorable dining experiences of festival visitors who attend the Orange Blossom Carnival in Adana affect the quality of the festival and their intentions to loyalty. In addition, in the study, it was found that the well-being of carnival visitors had a moderating role in the effect of their loyalty on their behavioral intentions. Therefore, this article provides information on how the food experiences and well-being of the visitors at the gastronomy festival will affect which factors.

According to the findings, gastronomy-based events may affect tourists’ experiences, and tourists’ psychological well-being affects loyalty and behavioral intentions. Destination management organizations can learn about gastronomy-based festivals. The results of the study include a number of theoretical and practical findings for destination management organizations, festival managers, policy makers and academics working in the literature.

This study aims to determine how different event quality dimensions (i.e. information availability, program content, food, staff service, merchandises, ticketing, facility and convenience) individually affect the satisfaction of millennial festival participants, and how their satisfaction subsequently influence their behavioral intention.

The research hypotheses were tested with a sample of 272 millennial participants attending the Borneo Jazz Festival held in Miri, Sarawak.

The results indicated that program content and facility are crucial predictors of millennial participants' level of satisfaction with the event. Furthermore, the level of satisfaction would, in turn, affect their intention to revisit the event and spread positive word-of-mouth.

The results are expected to assist festival planners in managing and designing festivals that can appeal to millennials who make up a significant percentage of tourism market.

The study adds to the knowledge of how music festival environment can yield loyalty amongst millennial festival participants in Sarawak, an Eastern state of Malaysia on the island of Borneo.

This paper aims to investigate the determinants of current visitors’ festival revisit intentions. The concepts of festival quality and satisfaction were adapted and integrated with the theory of planned behavior (TPB) from social psychology to theorize a model of festival revisit intentions. In addition, given the importance of social characteristics in festival visiting behavior, the relative impacts of three modes of social influences (i.e. subjective norms, group norms and social identity) were investigated.

Statistical analyses were conducted using structural equation modeling to examine the hypothesized relationships with the data collected onsite during the Nonsan Strawberry Festival, held in Nonsan, South Korea. The eleven constructs were incorporated into the structural model to examine the hypothesized relationships among the latent factors.

Results of the analyses indicated that the proposed model had an acceptable fit to the empirical data. The overall explanatory power of the model had an R² of 84 per cent for revisit intention and an R² of 60 per cent for satisfaction. Satisfaction was found to be the strongest predictor of visitors’ revisit intensions, followed by social identity, subjective norms and group norms.

This study developed an integrated model to explain festival visitors’ revisit intentions by adopting not only visitors’ personal evaluation of the festival experience and but also a series of social influences.

Based on the results, festival managers should allocate their marketing resources for the festival program, environment and souvenirs to increase the visitors’ perception of quality. Particular attention should also be given to visitor groups and their travel companions’ influences on their intentions to revisit the festival.

The incorporation of festival quality and satisfaction and TPB extended with additional social influence variables provided a model with a theoretical basis to explain festival revisit intentions. This approach may provide an initial blueprint for further investigation of other theoretical revisit models.

The purpose of this paper is to evaluate the experience of visitors with the Janadriyah festival.

An on-site intercept survey was conducted among a random sample of visitors of the festival. The survey was conducted by two field researchers between February 10 and February 25, 2014. A self-administered questionnaire was distributed only to those who agreed to respond to the survey. Out of 200 questionnaires distributed, 28 were incomplete and thus eliminated from the study. As a result, 172 questionnaires were accepted for the purpose of final analysis, representing a response rate of 86 percent.

There is a statistically significant contribution for both the first motivation (I participate in the Janadriyah festival to increase my cultural knowledge) and the fifth one (I participate in the Janadriyah festival to see new and different things and to enjoy a unique atmosphere). There is a statistically significant relationship between the most of services provided and the level of satisfaction. As well as, there is a statistically significant relationship between the perception and the level of satisfaction, also with the word of mouth communication. Finally, the results shown that behavioral intention had a positive influence on word of mouth communication.

There were time limits to this study as the research was conducted during the organization of the Janadriyah festival during its 26th session (February-March 2014).The research was also limited by place as it was conducted at the capital of Saudi Arabia, Janadriyah province.

The model of the study could be applied in similar studies for different festivals all over the world.

Increasing the promotional efforts to attract more visitors from different regions in the world. As it is observed that the vast majority of participants in the Janadriyah festival are local residents. In addition, there is a need to organize training programs to all staff participating in the organization of the festival supervised by academics and professionals. Organizing seminars during the festival in order to increase the awareness of local residents with importance of the cultural heritage and how to keep it. And at the end, the program of the festival has to be updated from one session to another in order to attract more attendees.

The integrated model of the study represent an added value to the research in the field of tourism festivals.