Antecedents and Consequences of Tourist Satisfaction and Dissatisfaction: A Case Study of a Festival in Korea

The study aims to verify the two-dimensional construct, compare it to a unidimensional model, and identify the causality among the antecedents and consequences of tourist satisfaction/dissatisfaction. It examines satisfaction and attitude change of visitors to a festival in Korea. It used the Expectation-Disconfirmation Paradigm but excluded expectation and perceived performance. It found that wants-disconfirmation had a strong relationship with both satisfaction and dissatisfaction, while needs-disconfirmation had a relationship only with satisfaction. Tourist satisfaction was positively related to attitude change; however, the relationship between tourist dissatisfaction and attitude change was not significant. The results of the study lead to a better understanding of tourist behavior and an improved ability to predict future behavior more accurately, especially of a festival event.