Identifying antecedents and outcomes of festival satisfaction

Purpose This study aims to explore the relationships among antecedents (i.e. quality) and outcomes (i.e. trust, support, theme awareness and extension effect) of satisfaction at the 2013 Osong Cosmetics & Beauty (C&B) Expo held in Korea. Design/methodology/approach An onsite survey with self-administered questionnaires was administered for this study. A structural equation modeling (SEM) technique was used to analyze the relationships among ten constructs in the research model. Findings The results indicate that hospitality and product dimensions of quality positively affect satisfaction, satisfaction exerts positive influence on trust and theme awareness, trust performs an important role as a mediator between satisfaction and support and theme awareness significantly mediates satisfaction and extension effect. Practical implications This study encourages the Expo’s organizers to manage quality attributes to ensure Expo satisfaction and to consider extension effects of Expo experiences from long-term perspectives. This study also recommends that local governments develop symbolic products with exhibitors to strengthen the association of Expo themes with regions. Originality/value The current study highlights the role of quality as an antecedent of satisfaction with the C&B Expo, which has not been well-known despite its crucial role in the industry and the regional economy. It also improves the understanding of the inherent cause–effect relationships among antecedents and outcomes of Expo satisfaction. Therefore, this study provides crucial insights that the C&B Expo could be an effective means to reach target markets and stimulate trust from visitors, which, in turn, would encourage support for the C&B industry and extension effects for C&B products as a whole.