The influence of perceived music quality, atmosphere and place on music festival visitors' behavioural intentions: satisfaction and subjective well-being’s mediating roles

Purpose This research investigates the effect of festival attributes such as music quality, atmosphere and place on music festival visitors' behavioural intentions, particularly focusing on how visitors’ satisfaction and their subjective well-being mediate these relationships. Design/methodology/approach This research was designed as quantitative research to reveal the relationships between music quality, place and atmosphere with visitors' behavioural intentions. Structural equation modelling was used to test the relationships between the constructs using data from 256 festival attendees in Edirne. Findings The results reveal that perceived music quality and atmosphere significantly enhance visitors’ satisfaction, which in turn positively impacts word-of-mouth intention and subjective well-being. Moreover, subjective well-being positively and significantly affects visitors' revisit intentions. Finally, visitors’ satisfaction mediates the relationship between perceived music quality and word-of-mouth intention. Originality/value It is one of the first studies to investigate the mediating effects of visitor satisfaction and subjective well-being on the relationships between perceived music quality, atmosphere, place and the behavioural intentions of music festival attendees. Furthermore, the present study provides not only empirical support for the theoretical frameworks but also offers practical insights for festival organizers on enhancing visitor experiences to improve behavioural outcomes.