Since the 1990s Europe and other continents have been organising a significantly larger number of festivals with the objective of stimulating tourism and exploiting potential economic opportunities. The prominence of these events has led to intense competition between festivals in attracting visitors and it has become important to analyse factors which might influence attendees’ retention. Drawing on existing literature on retail and service sectors, this study aims to identify the role played by emotions, hedonism, satisfaction, and social identification in mediating the effects of environmental factors on attendees’ re-patronizing intention. This study includes an on-site survey of 449 visitors attending an Italian festival gaining in popularity, and analyses data using a structural equations model. Results suggest that hedonism and social identification are key-facilitators between environmental cues and attendees’ re-patronizing intention.