Abstract
This work examines the role that motivations, perceived value, and satisfaction serve in explaining festival loyalty. As such, mediation effects of perceived value and satisfaction are considered, along with the moderating role of gender on all model relationships. Based on a sample of 400 festival attendees, structural equation modelling was undertaken to examine seven hypotheses (six examining direct effects; one examining indirect effects). PROCESS was utilized to consider the moderating role of gender. Each of the seven hypotheses was significant, with the three model antecedents (i.e., motivation, perceived value, and satisfaction) explaining 65% of the variance in festival loyalty and perceived value and satisfaction serving as significant mediators. Gender was found to only moderate the relationship between satisfaction and festival loyalty, as the effect was higher for women. Theoretical and practical implications along with limitations and future research are provided at the close of the paper.