The moderator role of COVID-19 risk perception in the impact of festival experience quality on life satisfaction

Purpose Cultural festivals have started to be held face-to-face with masks and distance measures after the gradual lifting of restrictions following the COVID-19 pandemic. On the other hand, the risk of COVID-19 transmission continues. This study aimed to test the relationship between participants' experience quality and life satisfaction and the moderator role of the COVID-19 risk perception in this relationship within the scope of the Festival on Wheels (Gezici Festival) as a cultural festival. Design/methodology/approach The data were collected by face-to-face and online survey techniques in Ankara, Sinop and Kastamonu cities in the context of the 26th Festival on Wheels. A total of 130 questionnaires were collected, and structural equation modelling was applied to the data analysis. Findings According to the findings, the experience quality with the dimensions of entertainment and escape has a significant effect on life satisfaction. On the other hand, the perceived risk of COVID-19 does not have a statistically significant effect on this relationship. Originality/value The results indicate that experience quality directly affects subjective life satisfaction, while the impact of the COVID-19 pandemic on event experiences and outcomes has begun to disappear.