Abstract

Purpose: This study aims to develop a dual-path satisfaction model that conceptually distinguishes between individual satisfaction and community-level satisfaction in the context of multicultural festivals. To this end, it empirically examines how multiple dimensions of festival experience operate as antecedent factors shaping these two forms of satisfaction. Research design, data, and methodology: This study analyzed survey data from 233 attendees of the Jeju Mok-Gwana festival in South Korea to examine the relationships between their experience, benefits, and behavioral intention using the PLS-SEM method. Results: The festival experience is measured by education, escapist, esthetic, entertainment, cultural, and relational experiences in the context of the multicultural festivals interacting with each other. Results demonstrated that esthetic, entertainment, educational, and relational experiences are analyzed as having a positive relation to individual satisfaction, while cultural, relational, and educational experiences are related to community satisfaction. Both educational and relational experience has a positive effect on individual and community satisfaction. Although both experiences have positive relations with satisfaction, they have a more powerful relationship to community satisfaction. However, escapist experience has no impact on satisfaction. Conclusions: Well-designed festival experiences can contribute to generating long-term benefits of both individual and community satisfaction and fostering repeated attendance.