Abstract
This study identified what factors the audience considers when choosing to visit the EDM festival, and analyzed which selection factors affect satisfaction and behavioral intentions. To this end, a survey was conducted with 317 people who had visited EDM festivals. As a result of the analysis, the audience's choice of EDM festivals were identified as 9 factors (sense of unity factor, sociability factor, service factor, information and accessibility factor, DJ's performance factor, reputation and recognition factor, alcohol price and diversity factor, promotion factor, ticket factor). However, among these EDM festival selection factors, only the sense of unity factor, DJ performance factor, alcoholic beverage price and diversity factor were found to have a significant positive (+) effect on satisfaction and behavioral intention. In particular, it was found that the sense of unity factor related to social interaction, which is a characteristic of EDM festivals, has the greatest influence on the satisfaction and behavioral intention of the audience. The results of this study will be able to provide practical implications for EDM festival planning and marketing.
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call