Measuring festival quality and value affecting visitors' satisfaction and loyalty using a structural approach

Perceived value is understood to be a precursor of customer satisfaction and loyalty and is itself impacted by product quality. The linkages between quality, value, satisfaction, and loyalty have been gaining increasing attention in the marketing field. Accordingly, this study examines whether quality dimensions have an impact on perceived value, which, in turn, affects satisfaction and loyalty, in the context of the Punggi Ginseng festival. Application of the structural equation model indicates that festival quality dimensions such as program, souvenirs, food, and facilities affect value, which then contributes to visitors' satisfaction and loyalty. These findings contribute to the understanding of festival attendee behavior, providing researchers and practitioners with insights into how effectively to design a festival.