Visitor Behavioral Intentions in Relation to Service Quality and Visitor Satisfaction in the Food Festival

This paper is to gain an improved understanding of visitors' behavioral intentions in the food festival. Festival service quality influences visitor satisfaction and then result into behavioral intentions. In addition, festival service quality affects behavioral intentions directly. Festival service quality for the food festival is made up of four primary dimensions; they are (a) interaction quality, (b) physical environment quality, (c) outcome quality, and (d) access quality. The proposed hypothetical model in the food festival would facilitate further researches into the dynamics of tourism and offer guidelines for practitioners as they constantly strive to provide the best experience for visitors to pay a visit to the food festivals.