Festival has been a good medium to boost tourism. It attracts tourist locally and internationally to a certain destination. Thus, it catalysts the growth of tourism sector of the destination. In Malaysia, there are various festivals celebrated every year. Several vital aspects of festivals are service quality, perceived value, trust, destination loyalty and intention to revisit. This study aims to examine the effects of service quality, perceived value and trust on destination loyalty and intention to revisit among international tourists. Data was collected from 385 international tourists in Penang, Malaysia through purposive sampling. Using Structural Equation Modeling (SEM), significant findings were revealed which is service quality, perceived value and trust individually affects destination loyalty and intention to revisit respectively. The established direct effects contribute theoretically towardsMalaysian hospitality and tourism studies. Practically, any entities involved in Malaysian hospitality and tourism sector may be benefited through the modification of policy parallel to the findings that will best contribute to the growth of this sector.
