Abstract

This study examined how festival atmospherics influence visitors’ emotions and satisfaction within the Mehrabian-Russell (M-R) framework. Data were collected from festival goers using an onsite and post-visit survey in Spring/Summer 2008 at three Texas community festivals. Our results provided empirical evidence in support of the M-R model within the festival contexts. Specifically, the study results demonstrated that festival atmospherics had a positive indirect effect on overall satisfaction with festival experiences via positive emotions. Based on the findings, practical and theoretical insights are provided

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The Effect of Festival Atmospherics on Visitors' Emotions and Satisfaction

This study examined how festival atmospherics influence visitors’ emotions and satisfaction within the Mehrabian-Russell (M-R) framework. Data were collected from festival goers using an onsite and post-visit survey in Spring/Summer 2008 at three Texas community festivals. Our results provided empirical evidence in support of the M-R model within the festival contexts. Specifically, the study results demonstrated that festival atmospherics had a positive indirect effect on overall satisfaction with festival experiences via positive emotions. Based on the findings, practical and theoretical insights are provided