This thesis explores the motivational factors that drive visitors to participate in festivals and analyzes how the quality of festivals affects visitor satisfaction and their future behavior. The aim is to gain a deeper understanding of the elements that make festivals attractive and how the quality of the experience can shape visitors' perceptions and decisions regarding attendance at similar events in the future. Special emphasis is placed on transformations and their impact on visitors. Digital transformation through mobile applications and virtual reality enables richer experiences, while sustainable practices increase environmental awareness and the attractiveness of festivals. Additionally, festivals succeed in promoting changes in people, enhancing their satisfaction, encouraging personal development, and altering their future perceptions and behavior regarding attendance at similar events. Considering several internationally renowned festivals such as Burning Man, Glastonbury, and Las Fallas, we encounter diverse content that creates unique experiences for visitors. These festivals focus on individuals, offering personalized and interactive experiences that cater to various interests and needs. Furthermore, they apply sustainable practices and integrate advanced technologies to improve the organization and experience of the festival. Their continuous evolution and ability to adapt to new trends and technologies enable them to remain relevant and attractive to a broad audience, significantly impacting the global festival scene.