The study was conducted on 358 attendees at a major wine festival in Australia. A positive relationship between quality perception and overall satisfaction constructs exists. New insight to festivalscape knowledge is provided through the first-time and repeat visitor dynamic as predictor of actual buying behaviour. Higher percentage of repeat visitors correlates with higher likelihood of (wine) buying. Overall satisfaction is a stronger predictor of buying behaviour than any individual service quality dimension and of these quality dimensions overall. Repeat visitors, 35 years and older, are the highest yielding visitor group from a financial viewpoint. First-time visitors are more short-term oriented in their planning when making the final decision to attend the event. Copyright © 2012 John Wiley & Sons, Ltd.