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

ABSTRACT

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. © 2023, Emerald Publishing Limited.