While extensive research has focused on satisfaction and loyalty relating to tourism destinations and tourism festivals/events, that research has tended to be centered on the drivers of satisfaction and loyalty. The current study uses discriminant function analysis to assess the role of relationship or marital status on the drivers of satisfaction and loyalty. The results suggest that married couples, singles, and those in relationships have distinctly different drivers of satisfaction when it comes to festival attributes. Specifically, the study suggests that married couples’ satisfaction is more strongly related to the festivals’ facilities and souvenirs than singles and those in relationships, while singles satisfaction appears to be driven by activities and entertainment. The study proposes important theoretical and practical implications for marketing tourism festivals and events and suggests future research to expand the results to include destinations
