Abstract (150 Words)
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
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
