| Summary: | Every year hundreds of festivals and host communities around the
world face increased competition from both each other and from other
entertainment options available to the consumer. It is imperative that
festival organizers understand tourist motivations for attending
festivals in order to conduct effective festival planning and achieve a
more productive festival marketing position and marketing strategy.
The purpose of this study is twofold: First, this study attempted to
investigate whether festivalscape factors impact attendees’ motivation
and loyalty behavior. Additionally, this study attempted to examine
whether festivalscape factors are influenced by different types of
attendees. Practical implications for festival organizers and marketers
include the importance of the customization of operational and
marketing strategies depending on their target market (local versus
non-local). Academic contributions of this study pertain to the
theoretical foundations by validating the impact of festivalscape factors
in tourism marketing
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