ABSTRACT
In recent times, food festivals have been determined as one of the fastest and booming type of tourism attractions. It also has contributed an essential impact on creating destination image and rejuvenating economy, culture, and tourism. This research aims to investigate factors that affect visitors’ satisfaction and loyalty towards Asia Food Festival and to examine 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.
