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Abstracts
The purpose of this study was to examine how well a conceptual model explained the relationship between three evaluation constructs and behavioral intention, while identifying the differences and similarities in responses of first-time and repeat visitors. Testing the model on different groups of visitor was intended to enhance conceptual understanding of the relative influence and nature of the evaluation constructs of perceived service quality, perceived service value, and satisfaction on behavioral intentions for the two group. Respondents were visitors who attended the festival and were systematically selected. The hypotheses proposed in this study were tested using structural equation modeling (SEM).