Key success factors on loyalty of festival visitors: the mediating effect of festival experience and festival image

This study, based on systems theory, information processing theory, image theory, stimulus-organism-response theory, and reasoned action theory, was conducted with festival visitors to investigate the effects of key success factors on festival experience, festival image, and festival loyalty. In addition, the effect of key success factors on festival loyalty through the mediator role of festival experience and festival image was investigated. This research developed a model by bringing together festival key success factors, festival experience (emotional and cognitive experience), festival image (emotional and cognitive experience), and festival loyalty. Study data were gathered from participants joining the Orange Blossom Festival in Turkey. Path analysis and structural equation modelling analysis showed that key festival success factors, festival experience, and festival image all significantly increase festival loyalty. Festival experience and festival image both play a mediating role on the effect of key festival success factors on festival loyalty.