Abstract
Consumer behavior models in recent years have been strongly influenced by the predictive power of emotions. This has resulted in an increasing tendency to include them in the construction of overall global models. In parallel, theories extracted from positive psychology have begun to be applied to the planning and management of events. This article has a two-fold objective: to measure the emotions experienced in situ by the attendees to the 10th Vilalba International Festival (Galicia, Spain) and to identify the role played by emotions, social identification, and satisfaction in visitors’ behavioral intentions. The study is based on a survey of 317 attendees to the festival. Satisfaction has proven to be the main determinant of visitors’ re-attendance and postvisit recommendation behavior. Joy was the most intense, basic, positive emotion reported by attendees, followed by love. This led to their social identification with other participants and to a feeling of satisfaction with the festival.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
