This exploratory research seeks to gain insight into the visitors of Persian Fire Festival in Stockholm, their motivation, level of satisfaction and loyalty to the festival. The overall methodology is mixed methods consisting of participant observation and 280 completed online surveys including close-ended and open-ended questions. A Grounded theory analysis has been employed. The most important reason behind the participation has been to strive for the recognition of ethnic cultural identity; to keep the ancient culture alive; to maintain their ancestors’ legacy and transfer it to the next generation. Most of the visitors experienced positive feelings, showed satisfaction and loyalty, believed that the festival fulfilled their expectations and it should be celebrated officially every year. A minority showed dissatisfaction mostly due to the lack of accessibility to the event venue and might are not loyal to the festival. The first conclusion here is that these motivators are totally different than those mentioned by earlier research (e.g., escape, socialization, novelty, rest, prestige, excitement). Even though the desire to preserve the ancient culture and tradition is very strong, a lack of accessibility to the venue would constitute disloyalty and a barrier to re-attend in such a festival.
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