Article Evaluating festival attributes adopting S-D logic: The mediating role of visitor experience and visitor satisfaction Orlando Troisi University of Salerno, Italy Savino Santovito University of Bari ‘Aldo Moro’, Italy Luca Carrubbo University of Salerno, Italy Debora Sarno University of Foggia, Italy Abstract To symbolize the importance of contextual factors of provision in the contemporary service era, in festival research, the term festivalscape has been proposed. Despite the large number of works investigating the construct, extant research does not adequately assess the systemic and inter- active nature of festivals, which can be viewed as a set of interconnected elements. To bridge this gap, this article evaluates four festival attributes (atmosphere, service quality, people interaction and collateral services) according to service-dominant logic and service-ecosystem view. Current work examines a light festival organized in Salerno during the Christmas holiday using a sequential regression analysis, revealing the mediating role of experience and satisfaction in influencing behavioural intention. Keywords Behavioural intention, experience, festivalscape, satisfaction, sequential regression analysis, service-dominant logic, service ecosystems Corresponding author: Orlando Troisi, Department of Business Science, Management and Innovation Systems, University of Salerno, Via Giovanni Paolo II, 132, Fisciano, Salerno 84014, Italy. Email: otroisi@unisa.it. Marketing Theory 2019, Vol. 19(1) 85–102 ª The Author(s) 2018 Article reuse guidelines: sagepub.com/journals-permissions DOI: 10.1177/1470593118772207 journals.sagepub.com/home/mtq