Abstract
This study identifies festival-specific discrete emotions and examines how these emotions are evoked and affect postconsumption satisfaction. Data were collected from 228 festival visitors through the two-phased self-administered surveys. The results demonstrated that ambience made the greatest direct contribution to eliciting all emotions and had the greatest influence on overall satisfaction. To a lesser extent, quality service encounter was another love-evoking atmospheric attribute, thereby indirectly influencing overall satisfaction. The adverse effect of sadness was also observed as a result from negatively perceived festival layout and design on visitor satisfaction. Based on the present observations, practical and theoretical insights are provided.
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