The relationship of festival qualifications and experience: The case of Kastamonu Araç Highland Festival

Festivals are defined as activities where people spend their free time. As activities increase, festival types also increase. In the increase in participation in diversified festivals, the qualities of the places where they are held and the festival experiences of the individuals are important. Festival qualities and experiences create a positive effect on satisfaction and behavioral intention and ensure their sustainability. The aim of this research conducted in this direction is to examine the relationship between festival qualities and festival experience, satisfaction and behavioral intention and to emphasize the promotion of festivals in Kastamonu. The study was conducted using the survey technique using the quantitative research method. A survey was applied to 338 participants. 22 surveys that were applied incompletely and incorrectly were removed. A total of 316 surveys were analyzed. The hypotheses created within the scope of the research were evaluated according to the regression analysis results. It was determined that the sub-dimensions of the festival experience, namely cognitive, physical, affective participation and experiencing innovation, significantly affected the festival qualities. No significant effect was found between the festival experiences of the visitors and their satisfaction, but the festival experiences of the visitors significantly affected their behavioral intentions. As a result of the frequency analysis of the festival qualities scale, it was determined that the festival area was clean. It was stated that there was not enough space for the participants to rest and the number of people in local clothes was insufficient. As a result of the frequency analysis of the visitors' festival experience scale, it was concluded that the people learned new things, went beyond their normal lives and wanted to live this experience again. Their satisfaction and behavioral intentions at the end of the festival were determined as the desire to come back to Kastamonu and participate in the festival again.