Investigating Relationships Among Festival Quality, Satisfaction, Trust, and Support: The Case of an Oriental Medicine Festival

This study examines the effect of a Korean Oriental medicine festival's quality on tourists' satisfaction, trust, and support, and explores satisfaction's influence through the mediating variable of trust on destination development support, which previous festival tourism research underreports. An onsite survey was conducted for tourists (N=458) to the Oriental Medicine Expo. The structural equation model results reveal that the quality dimensions of program, facility, and convenience influenced satisfaction positively, and satisfaction exerted a positive significant effect on trust in the festival's location developing as an Oriental medicine tourism destination. Ways that Oriental medicine tourism festivals can leverage health tourism development at regional and country levels are considered.