A Conceptualization of the Relationships Between Quality, Satisfaction, Behavioral Intention, and Awareness of a Festival

The purpose of this research is to examine how festivals can promote food products and influence customers' behavioral intentions by using a structural equation model. The aim of the study is to apply a model relating to the quality, satisfaction, and behavioral intention to a construct, such as awareness. The structural equation model was tested on a sample of 352 visitors who attended a local food and wine festival in Sauris' rural area in Friuli Venezia Giulia, northeast Italy. This food festival is considered to have a fundamental element of differentiation as it offers distinctive and unique local products such as the Sauris' smoked ham. The empirical validation of this model supports almost all the research hypotheses. These findings contribute to better ways of understanding that quality and satisfaction of a festival can affect awareness and behavioral intentions.