ABSTRACT
Recently, food festivals have been determined as one of the fastest and booming type of tourism attractions. It also contributed an essential impact on creating destination image and rejuvenating the economy, culture and tourism itself. This research aims to investigate the factors that affect the visitors’ satisfaction and loyalty towards Asia Food Festival and examine whether visitors intention to revisit and/or recommend food festivals to others. Seven attributes of food festival that affect the satisfaction level (information adequacy, staff, location, facility, festival value, food and program) are proposed in this study.
