Effect of Festival Satisfaction on Destination Loyalty through Destination Overall Image: The Case of Alaçatı Herb Festival

This study examines the relationships among festival success factors, festival satisfaction, destination image and destination loyalty. Based on the literature review, festival success factors were identified and a model was developed to measure the direct impact of these factors on destination loyalty and the impact of these factors through the overall image of the destination. Data were collected during the 11th Alaçatı Herb Festival held between March 24-27, 2022. The data obtained were analyzed with the structural equation modeling. According to the results of the study, the program, festival area, staff, souvenirs, and information dimensions of festival success factors affect festival satisfaction. The effects of convenience and food dimensions on festival satisfaction were statistically insignificant. The festival satisfaction and destination overall image variables have positive effects on destination loyalty, and the festival satisfaction variable has positive effects on the destination overall image. The destination overall images an integral partial mediating role in the relationship between festival satisfaction and destination loyalty.