In the hospitality and tourism field, several studies have been conducted to investigate the relationship between consumer satisfaction and consumer loyalty. For instance, satisfaction with a hospitality experience is a function of satisfaction with the individual attributes of all the goods and services that make up the experience, such as accommodation, weather, natural environment,and social environment (Pizam and Ellis, 1999). The possibility of revisiting the same destination in the future is positively associated with travellers’ overall satisfaction level (Huiet al., 2007). Kozak and Rimmington (2000) found tourists’ overall level of satisfaction with holiday experiences had the most influence on intention to revisit the destination. Satisfaction with various components of the destination (e.g., products and services such as hotels, restaurants, shops, and attractions) lead to overall satisfaction, influencing future intentions (Kozak and Rimmington,2000). Similarly, customer overall satisfaction levels were linked with likelihood of returning to visited hotels (Choi and Chu, 2001),and a high level of traveller satisfaction resulted in a higher share of purchases and better relationship continuity in the hotel industry(Kim and Cha, 2002). The total effect of satisfaction of visitors attending a festival has been described as a useful predictor of future behavioural intentions (Baker and Crompton, 2000).