Going...going...not yet gone! Identifying attendees' service quality, satisfaction and behavioural intention evaluations to enhance small-scale festival survival

Service quality represents a source of competitive advantage to enhance festival survival for festival organisers. Despite considerable insight into service quality ratings at large-scale festivals, small-scale festival investigation within this field is limited, suggesting current research is inadequate in scope and generalisability. Attendees to four small-scale festivals participated in a self-administered survey. Structural equation modelling confirmed service quality is antecedent to satisfaction. Performance influences both behavioural intentions directly and indirectly. Satisfaction directly influences both behavioural intentions. Professionalism indirectly influences both behavioural intentions. Environment directly influences repurchase intentions but not when it is mediated by satisfaction. Event academics and practitioners should carefully use the research findings when seeking to develop theory or ensure that small-scale festivals can survive in the face of challenges such as lack of funding or competition.