Abstract
The purpose of this study was to reveal the serious leisure characteristics of volunteers at a music festival. The study employed the in-depth interview with five ‘2018 Pentaport rock festival’ volunteers individually. Through the analysis, the study confirmed that music festival volunteers showed all six serious leisure characteristics such as perseverance, career, effort, durable benefits, unique ethos, and identity. Next, the volunteers who participated not only experienced the music festival, but also had an opportunity of improving their leisure career from the music festival. In addition, the study suggests that listening to music can be a serious leisure activity for the volunteers, since they believe music is a part of their life, which always makes them live a happier life. The study also provides music festival developers and marketers with practical implications based on volunteers’ identity of the music festival.
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