The Effect of Festival Environment on Tourist Satisfaction and Loyalty

The Effect of Festival Environment on Tourist Satisfaction and Loyalty

  This study particularly attempted to shed light on the influence of dimensions of festival environment (convenience, staff, Information, program content, facilities, souvenirs, and food) on tourists’ emotion and satisfaction. This study also investigated the Influence of festival environment on loyalty through direct effects. The results of this study showed that the four dimensions of destination image have a differential Influence on tourists’ perceptions on service quality and affect, which in tum are found to influence tourist satisfaction, intention to revisit, and willingness to recommend Korea to others directly and indirectly.