Reza Dihim - Department of Accounting, Sabzevar Branch, Islamic Azad University,Sabzevar,Iran

Performance quality was conceptualized as the attributes of a service which are controlled by atourism supplier, while satisfaction referred to a tourist's emotional state after exposure to the opportunity. Astructural equations model hypothesized that perceived performance quality would have a stronger total effect onbehavioral intentions than satisfaction. This hypothesis was. The analysis also indicated that the perceptionsmeasure of quality the hypothesized model better than data derived from the subjective measure. Resultssuggested that evaluation efforts should include assessment of both performance quality and satisfaction, butsince performance quality is under management's control it is likely to be the more useful measure.

perform quality, satisfaction, behavioral intentions, festival, and structural equations