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Abstract
Festivals and other events are considered important attractions by destination marketers for selection of the destination by prospective tourists. In fact, special events have proved to be a suitable way for achieving visibility and building reputation for destinations. In addition to playing an important role in promoting the destination and enhancing the image, events have various other advantages. In this regard, the pull factors of an event should meet the push factors of festival-goers to be considered in the decision-making process. Thus, it is vital to understand the motives of attendees when designing better products and services as they are closely linked to satisfaction, which is a crucial ingredient in understanding the decision-making process of festival-goers. The present study focuses on the relationship between motivation, festival performance, and satisfaction/loyalty of festival visitors by means of SEM analysis.
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