Bali Spirit Festival Attendee’s Satisfaction and its Impact on Loyalty

Abstract

The objective of the present study is to analyze the effect of event satisfaction on festival area, food quality, entertainment, escapism experience and education experience towards Bali Spirit Event Attendee’ loyalty. This research uses quantitative research methods which In this view point, the researchers used purposive sampling, then selected and approached the festival visitors randomly outlining the purpose of the research project and invited them to participate in the survey. The data collected processed using SPSS version 27. The research proves that event attributes has positive and significant effect towards satisfaction and followed with satisfaction also has positive and significant effect towards event festival loyalty. The study concludes that the festival area, food, entertainment, escapism experience and education experience have a direct positive effect on visitor satisfaction and satisfaction also has a direct positive effect to festival loyalty. The implication based on the findings of the study are that festival organizers need to be aware of the festival attributes and how they impact on the attendee’s overall satisfaction which have a bearing on visitor loyalty.