...Frederic Ponsignon; David Alexandre Jaud; François Durrieu; Renaud Lunardo Purpose Applying the stimulus-organism-response (S-O-R) theory in a wine museum context, this paper aims to examine how and why experience design characteristics influence visitor satisfaction, particularly investigating...

... planners and organizers to better design, operate and manage their festival to such an extent that the experiences of festival visitors are maximized, visitor satisfactions are enhanced, and re‐visits to future festivals facilitated. Originality/value This study makes its contribution to better...