Live and online music festivals in the COVID-19 era: analysis of motivational differences and value perceptions

Abstract

Purpose – This research has three objectives: to identify whether there are motivational differences between attending live and online music festivals, to know whether these motivations vary according to the sociodemographic characteristics of the attendees, and to analyse the perceived value-satisfaction-behavioural intention chain for both types of festivals. Theoretical framework – We base our research on push and pull factor theory of motivations. We analyse push motivational factors behind participation in live and online music festivals. Push factors are psychological benefits that individuals perceive they will gain from attending events, such as entertainment, socialization and escape. Design/methodology/approach – We performed a quantitative study with 137 Spanish people who attended at least one live music festival and one online festival in 2020, during the COVID-19 pandemic. Findings – First, we found that the music and socialization are common motivations in both types of festivals, but escape and novelty appear only for live festivals, and excitement/entertainment only for online festivals. Second, the results confirmed that not only are there motivational differences based on demographic variables of the attendees, but there are also differences based on variables such as type of entry ticket purchased and companions. Third, this work shows that the perceived value-satisfaction relationship is stronger for online festivals than live festivals. Practical & social implications of research – Our results permit a better understanding of online festivals, which is vital for implementing strategies to ensure their future success. Originality/value – We analyse motivational differences between attending live and online music festivals, and we compare the perceived value-satisfactionbehavioural intention chain for both types of festivals. Keywords: Motivations, music festival, perceived value, satisfaction, COVID-19.