The influence of eventscape on emotions, satisfaction and loyalty: The case of re-enactment events

The popularity of re-enactment events has increased worldwide. A conceptual model is proposed, positing that the eventscape of re-enactment events has a positive effect on satisfaction and loyalty by generating emotions, and that different emotions – pleasure and arousal – have a mediating role on the influence of eventscape on satisfaction. The model is tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) and data collected on a popular re-enactment event staged in Portugal. Results reveal that design and entertainment are the dimensions of the eventscape with the highest impact on emotions (both pleasure and arousal), satisfaction, and loyalty. Moreover, pleasure is the only dimension of emotions that has a significant impact on satisfaction and loyalty, as well as a mediating role between eventscape and satisfaction. In contrast, arousal does not have a direct and mediating effect. The study provides important contributions and guidelines for managing re-enactment events