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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.

This paper aims to explore a complex combination of four realms of the experience economy in formulating memories and satisfaction among festival visitors by using augmented reality (AR), thus engaging visitors in the physical science experience. This study also identifies necessary conditions to achieve desired responses from visitors.

Asymmetrical modelling with fuzzy set qualitative comparative analysis (fsQCA) was used to investigate causal recipes of two configurations of the experience economy and evaluation of experience leading to both high and low scores from visitor engagement. Necessary condition analysis was applied to examine necessary predictors in visitor engagement. The proposed configuration model was tested by using data obtained from visitors to science festivals in the UK.

Five causal recipes explained the complex conditions in which visitors were more likely engaged in AR. Aesthetics, education, entertainment and satisfaction were necessary for high engagement among festival visitors.

The results from fsQCA and analyses of necessary conditions help festival organizers improve visitor satisfaction and engagement in a memorable AR experience.

This empirical study deepens current festival understanding of how visitors experience AR by exploring combinations of complex configurations of the experience economy and evaluations of visitor experience based on memories and satisfaction. Unlike symmetrical approaches, asymmetrical modelling by using fsQCA can explore recipes for both high and low scores of visitor satisfaction and engagement. This is the first empirical study investigating necessary predictors of festival visitor behaviour.

The purpose of this study is to reexamine the dimensionality and role of experience quality (EQ) to explain other related factors, namely, perceived value, satisfaction and behavioral intention. Using dual methodological approaches of fuzzy set qualitative comparative analysis (fsQCA) and structural equations modeling (SEM), it seeks to establish the EQ’s construct and predictive validity.

Grounded in cross-sectional and online research design, the present study surveyed 881 attendees of an annual music festival (Malakoff) held in Norway and subjected the quantitative data to SEM and fsQCA.

Both SEM and fsQCA confirmed the socializing and enjoyment dimensions of EQ, with good validity and reliability, as well as the functional and emotional value dimensions explaining visitors’ perceived value of attending a festival. Both statistical analyses also showed that perceived value-derived satisfaction leads to behavioral intention regarding festival visits.

This study provides numerous valuable consequences for festival organizers, or marketers that can aid in developing effective strategies to measure visitors’ perceived quality of experience and numerous practical implications for festival organizers or marketers can help in developing effective strategies to measure visitors’ perceived quality of experience and then increase value perceptions, satisfaction and behavioral intentions toward attending festivals.

To the best of the authors’ knowledge, this study is among the first to adopt a dual-dimensional framework to measure EQ in festivals and establish its utility with two statistical approaches (SEM and fsQCA). It also shows the utility of perceived value, initially developed for adventure tourists, to study visitors’ experience with festivals.

The objective of this study was to examine the relationships among festival personality, satisfaction and loyalty. Also, the study further analyzed the moderation effect of involvement on the relationships between festival personality, satisfaction and loyalty.

The authors adopt a two-stage mixed-method approach. Through a list of brand personality traits from previous research and in-depth interviews with participants of a film festival, festival personality constructs were identified: exceptional, competent, reliable and cozy. The authors then analyzed an integrative model of festival personality, satisfaction, involvement and loyalty from the qualitative findings. A survey with a convenience sample of 279 film festival participants was conducted.

The findings suggest that festival personality influence satisfaction and loyalty. Furthermore, this study confirms the significant impact of involvement on the relationships between festival personality, satisfaction and loyalty.

This study enables authors to understand the festival personality from the perspective of the visitors and expands the theoretical understanding of how the personality of the festival affects the visitors. The findings of this study suggest that the festival personality can be predictors and determinants of participants' satisfaction and loyalty. Also, this is one of the first attempts to identify the effects of involvement on festival personality and its outcomes. Current research findings demonstrated involvement as a moderator variable in the relationships between festival personality and festival satisfaction and loyalty.

A desirable experiential environment is an essential source of competitive advantage in the festival industry. Understanding festival attendees' experience is imperative for festival organizers because attendees' experience is a predictor of their future behavior. With the experience economy concept of Pine and Gilmore (1998), the study identified four underlying dimensions of festival attendees' experience (education, entertainment, esthetics, and escapism) and examined the impacts of these experience dimensions on festival attendees' vividity of memory and loyalty.

Data were collected from online surveys completed by 338 attendees of VEISHEA festival. This study employed confirmatory factor analysis, regression analysis, and structural equation modeling to achieve its goals.

Experience has a positive effect on vivid memory, which consequently influences loyalty. Each dimension of experience economy significantly influences vividity of memory. However loyalty is affected only by the entertainment and esthetics dimensions.

Festival marketers are advised to design activities that provide memorable experiential products and services for attendees based on the four dimensions of the experience economy.

The study is a pioneer in the evaluation of vividity of memory to the festival context.

Hallmark events can be very beneficial for host communities, not least due to their potential in attracting tourists. The Peace & Love music festival was the hallmark event of the Swedish city Borlänge. In 2013, the event organization declared bankruptcy and canceled the forthcoming festival. The purpose of this paper is to identify and discuss the factors that caused the failure of the 2013 Peace & Love festival.

The case of the Peace & Love festival is analyzed using three data sources: interviews with the former members of the event organization; secondary data describing the Swedish festival industry; and festival visitors’ perspectives represented by comments on social media. An organizational ecology perspective frames the analysis.

The results of the study reveal that the failure of the event can be understood by a combination of three components: an organization in a vulnerable position, a strong new competitor entering the Swedish festival market, and uncertain visitors searching for the new place to be.

Very few studies have researched event failure, although the subject is a recommended priority within the field of festival studies. This study presents a thorough examination of a hallmark event failure, which contributes to this area of knowledge and provides relevant information for organizations and host cities.

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.

This study aims to explore the relationships among antecedents (i.e. quality) and outcomes (i.e. trust, support, theme awareness and extension effect) of satisfaction at the 2013 Osong Cosmetics & Beauty (C&B) Expo held in Korea.

An onsite survey with self-administered questionnaires was administered for this study. A structural equation modeling (SEM) technique was used to analyze the relationships among ten constructs in the research model.

The results indicate that hospitality and product dimensions of quality positively affect satisfaction, satisfaction exerts positive influence on trust and theme awareness, trust performs an important role as a mediator between satisfaction and support and theme awareness significantly mediates satisfaction and extension effect.

This study encourages the Expo’s organizers to manage quality attributes to ensure Expo satisfaction and to consider extension effects of Expo experiences from long-term perspectives. This study also recommends that local governments develop symbolic products with exhibitors to strengthen the association of Expo themes with regions.

The current study highlights the role of quality as an antecedent of satisfaction with the C&B Expo, which has not been well-known despite its crucial role in the industry and the regional economy. It also improves the understanding of the inherent cause–effect relationships among antecedents and outcomes of Expo satisfaction. Therefore, this study provides crucial insights that the C&B Expo could be an effective means to reach target markets and stimulate trust from visitors, which, in turn, would encourage support for the C&B industry and extension effects for C&B products as a whole.

This article proposes a theory of direct and indirect inf luences of the Olympic Games on international tourism behavior and presents test results of the theory using a quasi-experimental research design and visitor exit data (n = 3,875 useable surveys). Key finding: among prior visitors to Australia, the share searching for information nearly doubles (from 30 to 59 per cent) in comparing visitors reporting no change in awareness to substantial increase in awareness of Australia as a vacation destination due to hosting the Olympics. Conclusion: hosting international mega-events may result in substantial increases in activities and expenditures by visitors but such impacts occur through increases in visitors' search for information.

The purpose of this paper is to examine a social marketing initiative pursued by the privately owned Swedish music festival Way Out West during 2012-2014. This paper’s aim is to explore how events can support individual behaviour changes, and it seeks to assess the effects of Way Out West, as well as to understand what motivated visitors to change.

The theoretical lens of perceived consumer value (Holbrook, 1999) as the individual outcome of a social marketing exchange is used for the analysis. The paper uses a mix of quantitative and qualitative methods; a Web survey (n = 1757) monitors self-reported behaviour over time, and in-depth interviews are conducted with a handful visitors who reduced regular meat consumption.

The results of this paper suggest that the initiative was a strong inspiration for 15 per cent of the sample (corresponding to ca. 9,300 festival visitors who decreased their meat consumption 2012-2014). It was evident that these “Decreasers” perceived functional, emotional, social and altruistic value as outcomes of changed behaviour. The paper identifies and discusses links between the adoption of a new behaviour in the temporal non-ordinary setting of a music festival and the endurance of the behaviour in a mundane environment.

This paper examines self-perceived effects on behaviour that a private social marketing initiative had on consumers. The paper contributes by applying Holbrook’s (1999) theoretical framework of perceived consumer value to empirical context, by investigating hedonic aspects of social marketing consumption in the non-ordinary setting of a music festival. The paper discusses how a temporarily adopted behaviour continues to create value for consumers, when maintained in ordinary life.