This study draws on environmental psychological theory to reintegrate the ongoing development of "environmental" cues in the tourism event context. Existing service perception scales often commingle service quality and physical cues; thus, this study proposes their separation and redefinition, as well as tests the effect of the supportive service environment on festival program quality in the experience of participants. The moderating effect of perceived authenticity in the quality–value–satisfaction process is also investigated. The results challenge the traditional view of program quality by highlighting that the service environment is a key antecedent to the quality–value–satisfaction framework. In contrast, the relationships among service environment, program quality, perceived value, and customer satisfaction are contingent on the extent to which participants perceive the authenticity of an event.