Evaluating festival attributes adopting S-D logic: the mediating role of visitor experience and visitor satisfaction

To symbolize the importance of contextual factors of provision in the contemporary service era, in festival research the term festivalscape (Lee et al., 2007) has been proposed. Despite the large number of works investigating the construct, extant research (Lee et al., 2007; Yoon et al., 2010; Anil, 2012; Mason and Paggiaro, 2012) do not adequately assess the systemic and interactive nature of festivals, which can be viewed as sets of interconnected elements. To bridge this gap, the goal of this paper is to evaluate 4 festival attributes (atmosphere, service quality, people interaction and collateral services) adopting S-D logic and the Service ecosystems view (Vargo and Lusch, 2008, 2010, 2016). Current work examines a light festival organized in Salerno during the Christmas holiday through the use of a sequential regression analysis, revealing the mediating role of experience and satisfaction in influencing behavioural intention.