摘要：In food tourism context, attracting customers and provision of satisfaction is of necessity. In accord with the call for empirical evidence within the extant literature, this study examines switching barriers and its role as moderator on the relationship between satisfaction and customer loyalty, at a food festival in Delhi, India. Switching barriers can be a vital factor for attracting more tourists into organized festivals, if implied adequately and maintained on a controlled manner. Creating switching barriers can be an effective approach for obtaining long-term visitors from marketing and tourism aspects. A questionnaire was designed specifically using related measures based on the literature. Various regression models were applied to estimate switching barriers’ effects and to further analyze our hypotheses. Interaction plot exhibited suppressing effect of switching barriers on the relationship between customer satisfaction and customer loyalty. The results of this study found that the role of switching barriers is not merely statistically significant, but requires critical attention from organizers. JEL Classification : M3, M30, M31, M37, M39
