From festival environmental cues to attendees’ loyalty

Festivals are considered prominent features of cultural life in many cities. This study contributes to the body of research on cultural consumption experience shedding some light on the role played by emotions in mediating the effect of festival environmental characteristics on attendees’ loyalty. We propose a theoretical model that considers: festival environmental cues, emotions, satisfaction, and loyalty. The study employs an on-site survey of 187 visitors attending a large Italian festival to test the model. We analyzed data using a structural equation model. Results show that emotions are important facilitators between environmental cues and attendees behaviors, affecting attendees’ satisfaction and loyalty.