The purpose of the study is to identify the dimension of service; and to examine the relationships among service quality, satisfaction and loyalty to visit the local festival. It is hypothesized that service quality is related to satisfaction and loyalty, and satisfaction is related to loyalty. A total of 149 visitors completed the survey during the local festival in Harrisonburg, Virginia. The findings showed that festival attendees assigned a great deal of importance on service quality to predict satisfaction and future intention. Also, the results indicated that satisfaction was the important predictor of future intention. Further, the findings of the study would be particularly beneficial because it pinpoints what areas to improve to better serve people and helps better understand the festival attendees.
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