The study examined the moderating effect of past visit experience on the relationships among festival service quality, festival satisfaction and behavioral intentions. The results showed that for repeat group, quality of festival food and product, festival convenient facilities had no impacts on festival satisfaction, while the impacts of the factors existed on festival satisfaction in first-time group. The effect of accessability and information providing on festival satisfaction existed in both first-time and repeat groups, however, the strength of the relationship showed a difference in two groups with larger effect in first-time group than in repeat group. On the other hand, the result found that there was a strong relationship between festival satisfaction and behavioral intention in both first-time and repeat groups.
I. Introduction
II. Literature Review
III. Research Model andMethodology
IV. Data Analysis and Results
V. Conclusion and Implications
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