The study identified four festivalscape dimensions, namely generic festival features, logistical features, comfort amenities, and festival venue and service staff as indicators of quality perception. A strong relationship between the performance perception and satisfaction constructs could not be found, similar to other studies. The research was conducted on 240 attendees at a major wine festival in the Stellenbosch Region of South Africa. New insight to festivalscape knowledge is provided in that it identifies the first-time and repeat visitor dynamic as a predictor of actual buying behaviour at a festival. The higher the percentage of repeat visitors, the higher the likelihood of (wine) buying. The festival's generic features are a stronger predictor of buying behaviour than the other three festivalscape dimensions.