The Influence of Music Festival Experience on Destination Image and Festival Image
Abstract
The purpose of this study is to explore how attending a blues music festival can influence an attendees image of the destination, the image of the festival and their intention to return. Predicting attendee behavior intentions have been a constant focus of academics and festival organizers. It has been shown that the festival environment (venue and facilities) are influential, that positive interactions with festival staff and vendors affect attendee satisfaction and depending on the study the aspect surrounding the musical performance can influence future behavior. This study has incorporated an area previously found to be important to attendee satisfaction but so far has not been studied with the other aspects of how a festival performs. This study investigated the influence of those four factors (venue, services, core product and safety) on attendees’ perception of their satisfaction with the festival and the subsequent influence on their image of the destination and festival. Analysis was conducted utilizing exploratory factor analysis (EFA), confirmatory factor analysis (CFA), regression, and analysis of variance (ANOVA). Finding indicated that attendees who were satisfied with the festival experience, had a positive relationship with their image of the destination and the festival, and were more likely to return in each of the three scenarios. The study is the first in the festival context to test the aspect of safety with the other three previously examined festival performance factors on attendees’ satisfaction, image perceptions and return intention. This study shows that future studies should include a more complex safety factor in festival research. Implications, limitations, and recommendations for future studies are also discussed.
Degree
Ph.D.
Advisors
Lehto, Purdue University.
Subject Area
Musical performances|Marketing|Demography|Fine arts|Music|Performing Arts|Recreation|Sociology
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