Festival Experience Research Articles

A Study on Festival Service Quality Using IPA

본 연구에서는 강릉 단오 축제방문객들의 축제서비스품질에 대한 중요도와 성취도의 인식의 차이정도를 알아보고, IPA를 활용한 축제서비스품질에 대한 평가를 연구의 목적으로 삼았다. 이를 위해 빈도분석, 대응표본분석, IPA를 활용하였고 연구에서 도출된 결과를 요약하면 다음과 같다. 첫째, 중요도와 성취도의 평균값 비교에서는 설문항목 전체에서 성취도가 중요도보다 낮게 나타나 방문객들의 축제서비스품질에 대한 만족도는 낮다는 사실을 알 수 있다. 중요도 평균값에서는 ‘화장실 청결(4.28)’, ‘축제내용 다양성(4.24)’, ‘축제내용 재미(4.23)’의 순으로 높게 나타났고, 성취도에서는 ‘축제체험프로그램(3.51)’, ‘축제내용 재미(3.51)’, ‘축제프로그램 다양성(3.47)’의 순으로 평균값이 높게 나타났다. 반면에 ‘주차장시설이용(2.84)’, ‘축제 음식 가격(2.99)’은 평균값 3.0 보다 낮은 수치를 보였다. 둘째, IPA 결과에서 I사분면에는 ‘축제내용 다양성’, ‘축제내용 재미’, ‘축제체험프로그램’, ‘축제장 안내시설’, ‘축제장 공간배치’, II사분면에는 ‘화장실 청결’, III사분면에는 ‘축제휴식공간’, ‘주차시설이용’, ‘축제 음식 가격’, ‘축제 음식 종류’, IV사분면에는 ‘지역 문화전파’, ‘축제홍보’, ‘축제장 접근성’, ‘축제행사 요원 서비스’가 각각 포함되었다. 연구결과에서는 축제서비스품질을 높이는 데 있어서 많은 예산이 홍보나 안내 책자 발간 등에 투입되는 것은 바람직한 방향이 아니며 단오축제 음식개발과 같은 새로운 방문객 유입방법을 고려되어야 함을 제안하였다.The study is to exam the differences between importance and performance in festival service quality in Gangneung Dano Festival and to offer suggestions to improve festival service quality through IPA. For achieve it, frequency, pair-t test, and IPA were applied. In result two main facts were draw. Firstly, all performance value showed lower than importance level. Cleanness of toilet (4.28) in mean score were the highest, variety of festival (4.24), enjoyment of festival (4.23) were followed the next. In experience program, enjoyment of festival (4.23), variety of festival (4.24) were followed the next. In result of IPA, I quadrant includes ‘variety in experience program’, ‘enjoyment of festival contents’, ‘festival experience program’, ‘festival guide instrument’, ‘space arrangement’, II quadrant includes ‘cleanliness of toilets’, III quadrant includes ‘rest areas’, ‘the use of parking lots’, ‘price of festival food’, ‘type of festival food’, IV quadrant includes ‘expansion of Local culture’, ‘promotion of festival’, ‘access to festival place’, and ‘customer service of staffs’. In result the big budget for promotion and publication of guide book was not appropriated and should be reconsidered. To attract visitors new festival food should be suggested.

Practice-based segmentation: taxonomy of C2C co-creation practice segments

PurposeThis paper aims to explore and evaluate practice-based segmentation as an alternative conceptual segmentation perspective that acknowledges the active role of consumers as value co-creators.Design/methodology/approachData comprising various aspects of customer-to-customer (C2C) co-creation practices of festival visitors were collected across five UK-based festivals, using participant observation and semi-structured interviews with naturally occurring social units (individuals, couples and groups). Data were analysed using a qualitative thematic analysis procedure within QSR NVivo 10.FindingsPrivate, sociable, tribal and communing practice segments are identified and profiled, using the interplay of specific subject- and situation-specific practice elements to highlight the “minimum” conditions for each C2C co-creation practice. Unlike traditional segments, practice segment membership is shown to be fluid and overlapping, with fragmented consumers moving across different practice segments throughout their festival experience according to what makes most sense at a given time.Research limitations/implicationsAlthough practice-based segmentation is studied in the relatively limited context of C2C co-creation practices at festivals, the paper illustrates how this approach could be operationalised in the initial qualitative stages of segmentation research. By identifying how the interplay of subject- and situation-specific practice elements affects performance of practices, managers can facilitate relevant practice-based segments, leading to more sustainable business.Originality/valueThe paper contributes to segmentation literature by empirically demonstrating the feasibility of practice-based segments and by evaluating the use of practice-based segmentation on a strategic, procedural and operational level. Possible methodological solutions for future research are offered.

Traditional costume experience at a cultural heritage festival

The experience of traditional costumes on palace grounds is a unique phenomenon of cultural heritage tourism in South Korea. This study investigated the impact of the experience of the traditional Korean costume, Hanbok, on festival satisfaction. Based on the theoretical background, five dimensions of festival experiences were derived: playfulness, escape, placeness, togetherness, and sacredness. The proposed model was empirically tested in a field study with 374 respondents participating in the Royal Culture Festival held at the UNESCO World Heritage Sites in Seoul, Korea. The regression analysis showed that all five dimensions of festival experiences had a statistically significant impact on festival satisfaction. This study affirms that the Hanbok experience plays a key moderating role in the relationship between four of the five dimensions of festival experiences and festival satisfaction. Detailed academic and managerial implications are provided.

Tourist-to-Tourist Interaction at Festivals: A Grounded Theory Approach

Although neglected in previous studies, tourist-to-tourist interaction (TTI) is a core part of festival experience. It is widely acknowledged that interactions between tourists significantly influence behavioral reactions such as desire to stay, satisfaction, and loyalty, which are important for tourism destination marketing. This study used grounded theory to obtain insights into onsite interactions between tourists and to propose a conceptual model of TTI on the Midi Music Festival in China. The model constitutes the types, drivers, and influence of TTI. Compared with mutual assistance and conflict, entertainment interaction plays an essential role in the overall evaluation of the festival experience. Individual characteristics are the internal drivers of interactions between tourists. Environmental elements including the festivalscape and social festivalscape are influential exogenous factors. Additionally, spatial locations of tourists at the venue play mediating roles between the driving elements and TTI. Since entertainment incidents construct the essential part of onsite interactions at festivals, managers can shape the atmosphere to encourage tourists to engage in interactive entertainment with others tourists. This should improve participants’ overall evaluations of the festival experience as well as the sustainable development of destinations where festivals are held.

Festivalscapes and the visitor experience: An application of the Stimulus Organism Response approach

AbstractThis paper presents a framework that articulates the complete tourist experience with reference to a traditional local event in Macau—A‐Ma Festival. The Stimulus Organism Response (S‐O‐R) framework is deployed to depict the festival experience as a continuous and multistage process. The festivalscape concept provides an elaboration of the festival construct by considering how attendees form enduring attitudes. The authors use the concept as a medium for conveying key festival messages and values from the attendee perspective. They identified a high incidence of spontaneous involvement in the festival. Festival attendance provided respondents with a considerable enhancement of the destination experience.

Culture, Politics and Contested Identity among the “Kurdish” Alevis of Dersim: The Case of the Munzur Culture and Nature Festival

This article analyzes the Munzur Culture and Nature Festival organized by the people of Dersim, an eastern province of Turkey, as a site of political activism, cultural reproduction, and intra-group contestation. The festival began as a group-remaking event for restoring cultural identity, defending locality, and mobilizing Dersimli people in the face of repressive state policies. In time, socio-spatial and political fragmentation within Dersimli society became more prevalent. The festival experience came to reflect and contribute to the debates and anxieties about identity whereby different political groups competed to increase their influence over local politics as well as the event itself. On the one hand, this article discusses the organization of the Munzur Festival, its historical trajectory, and the accompanying public debates and criticisms. On the other, it explores festive sociabilities, cultural performances, and the circulation of politically-charged symbols throughout the event which showcases the articulation and competition of multiple ethno-political belongings which are the Dersimli, Kurdish, Alevi, and socialist ones. The festival’s historical trajectory is dealt as two stages, unified struggle and internal strife, whereby the festival appeared as first a group-remaking then unmaking public event. The paper argues that this transformation is tied to hanging power relations in the local politics of Dersim, and the shifting state policies, namely the phase of repressive control strategies until the mid-2000s and the peace process and political relaxation until 2015.

Moving the audience: Dutch landscape experienced through the SummerJazzCycleTour

ABSTRACT Geographical location plays an important role in the form and experience of music festivals. This article explores how the landscape shapes the uses, experiences and meaning of a music festival, by a close study of the SummerJazzCycleTour (ZomerJazzFietsTour). This is a summer festival that has been organised for over 30 years in the Reitdiep valley, the oldest cultural landscape of Northwest Europe, situated in the most Northern region of the Netherlands. Festivalgoers’ experiences tell us how the characteristic locations and the act of cycling from one venue to the other affect both the music and the festival experience, and provide insight in the perception and the role of the landscape therein. The results are drawn from focus group interviews held with festival attendees, completed with participant observations during the 30th jubilee edition of the festival in 2016 and the 31st edition in 2017.

The way of generation Y enjoying Jazz festival: a case of the Korea (Jarasum) music festival

ABSTRACTResearch studies about the attributes of music festival experiences and the effect of information technology in music festival help us to understand Millennials. With the purpose of providing more insights about the perception and behavior of young people at a festival, this study aims to investigate how festival attributes and the interactivity of information sources affect festival attendee satisfactions and behavioral intentions in a music festival. The results are expected to assist festival organizers in managing and implementing market-oriented service strategies to improve the quality of festivals and therefore to enhance the attendee satisfactions and their behavioral intentions.

Українське театральне мистецтво в контексті європейських міжнародних театральних фестивалів

The purpose of the study is to identify the effectiveness of the interaction between Ukrainian and European theatrical art on the experience of international theatrical festivals in Ukraine and in Europe, the Ukrainian theaters’ participation in international theatrical festivals, studying the influence of this experience on the festival movement in Ukraine, and also on the intensification of the integration process Ukrainian theatrical art into the European cultural space in the context of Ukraine’s European choice. Research methods. A comparative method of research has been used when European and domestic theatrical festivals have been compered, the historical method has been used to study the history of the birth and development of individual international festivals; the cultural method of research allowed to analyse the organization of international theatrical festivals in Europe and in Ukraine, their interaction and influence on the festival movement in Ukraine, the formation of the national school in marketing of the festival product. The scientific novelty of the research consists in expanding the information field of the stated theme, covering new festival events, their organization and marketing, diagnosing the state of the festival movement in Ukraine and its integration into the European cultural space, as well as the influence of the international festival movement on the Ukrainian theater development and the formation of a national schools marketing festival product. Conclusions At the time, an urgent need to improve the practice of organizing and conducting theatrical festivals in Ukraine, both international and domestic, the formation of a national school in marketing of the festival product, an urgent need for the introduction of European festival experience into the practice of conducting Ukrainian international and domestic theatrical projects, their structural enrichment and enhancement of the initial component.

축제 체험마케팅이 축제 브랜드인지도와 지역애착심에 미치는 영향

축제 체험마케팅이 축제 브랜드인지도와 지역애착심에 미치는 영향

The evaluation of the perceived value of festival experiences: the case ofSerralves em Festa!

PurposeSerralves em Festa!is a festival of contemporary artistic expression held annually in the city of Porto attracting a large number of national and international tourists. As there is no entrance fee, the purpose of this paper is to examine the effect of the perceived value through the attendee’s willingness to pay for the event. The authors also describe the respondents (the “cheap talkers”) who indicated that they are willing to pay for a festival but when compared to other groups their opinion is different.Design/methodology/approachConsidering the socio-economic and demographic characteristics of visitors, their segmentation and satisfaction level, a regression model was created, based on combination of a double hurdle approach with a contingent valuation (CV) analysis.FindingsThe results show that gender and age above 53 years old are more likely to decide to pay for the event, while place of residence, satisfaction, repeated visits and intention to revisit influence the amount of the event’s payment. The cheap talkers are the respondents residing in Portugal.Practical implicationsPossible options for the implementation of an entrance fee or a system of donations are discussed taking into consideration the segmentation of demand. The authors concluded that an organized system of donations, combined with institutional sponsors, limited advertising (also with negative impacts on the perceived authenticity) and merchandising related to the event could contribute for an increment of the revenues related to the festival. Other implications related to the cultural and economic impacts on the city are also addressed.Originality/valueIt was combined a double hurdle approach with a CV method based on a segmentation of the public, which influences the propensity to pay for the event. This paper makes a contribution to the literature by seeking to deal with the cheap talk problem in CV methods by observing the comparison of the amount of the event’s payment between groups.

The art of tastings: enhancing the arts festival experience

PurposeThe role and importance of arts festivals are well documented within the festival and events literature. Art and culture, as well as the subsequent enhancement thereof, are especially significant in multicultural societies. However, little is known regarding the role of culinary experiences within an arts festival setting. The paper aims to discuss these issues.Design/methodology/approachThe case study was a well-known and popular Afrikaans national arts festival held annually in Potchefstroom, South Africa. Visitors to three distinct tasting experiences (brandy, whisky and sparkling wine, including Méthode Cap Classique), offered as part of the festival programme, were surveyed.FindingsIn the analyses, 292 completed questionnaires were included, which revealed three managerial factors for a successful tasting experience, as well as six tasting experience dimensions. In all cases, the experiences exceeded the expectations. This research greatly contributes towards the body of knowledge regarding tasting experiences at national arts festivals, an aspect that has not been researched to date.Practical implicationsBased on the results, practical implications are provided to enhance the current tasting experiences as well as visitor loyalty. This research is a stepping stone towards understanding the needs and preferences of the visitors, as well as identifying how the festival can capitalise on delivering these experiences.Originality/valueThis research identified for the first time the factors that contribute to a memorable tasting experience, as well as evaluated the tasting experience dimensions.

The Memory Places and Color: The Methods and Practices of Color Use in Ethnographic Research

Nowadays art festivals engage more to organize their events in unusual places. Either for the sake of city branding or a pure cultural memory action, a performance might be set in a forgotten memory place. The place which is distinguished sharply by a comfortable concert hall becomes one of the actors of the event and the participant questions a past that s/he hasn’t been strongly connected. Thus, the individual is not only aroused by the performance itself and the information in the booklets but also physical environment has an affect. This article aims to tackle the contribution of color as an instrument of data collection in qualitative research. By using color tablets inspired by the colorist Kobayashi the colors are tested firstly as a visual to learn how they make sense in Izmir during International Izmir Festival. Secondly, they are questioned how the participants embed colors’ senses to the memory places where they attended to the concerts. The research process indicates that the experience of a concert might not be visually powerful enough to associate memory places with the colors. However, the technique of color tablets becomes prompting object which support the dialogue construction between the fieldworker and informant. Thus, as an instrument for evocation and conversation color tablets become interactive objects for remembering of the festival experience and it mediates the social roles of the informants and the fieldworker.

궁중문화축전 프로그램의 체험 영향 분석

The purpose of this study is to examine the attributes of festival experience and to analyze the impact of festival experience, satisfaction, and revisit intention in two programs of the Royal Culture Festival. In this study, 277 survey samples taken from participants in the two programs were used for data analysis. As a result, five attributes labeled Education, Escape, Togetherness, Sacredness, and Placeness were extracted, and all of them had significant influences on satisfaction and revisit intention. Among them, Placeness was revealed to be the strongest attribute of festival experience, followed in order by Escape, Education, Sacredness, and finally, Togetherness. According to the results of analyzing the impact of the attributes of festival experience on satisfaction, “A Taste of Royal Cuisine” was ranked in order of Placeness, Escape, Education, Sacredness, and Togetherness, while “Time Travel to 1750” was ranked in order of Placeness, Escape, Togetherness, Education, and Sacredness. This study provides a practical framework for the planning of experience programs for cultural heritage festivals and suggests development and improvement directions for experiential festivals utilizing cultural heritage. Therefore, it is aimed to help balance the preservation and utilization of cultural heritage and to increase participation of tourists with the use of cultural heritage.

축제 체험이 즐거움 및 행동의도에 미치는 영향 : 제천 박달가요제 관람객을 중심으로

축제 체험이 즐거움 및 행동의도에 미치는 영향 : 제천 박달가요제 관람객을 중심으로

Experiential festival attributes, perceived value, satisfaction, and behavioral intention for Korean festivalgoers

Based on an extensive literature review of the festival experience, this study proposes that the experiences of festivalgoers can be classified into five main attributes, namely Escape, Playfulness, Togetherness, Sacredness, and Placeness. A survey of 450 South Koreans who had participated in some type of domestic festival in the past year statistically validated these attributes and explored the impact of each on the perceived value, satisfaction, and behavioral intentions of festivalgoers. The study shows that those Koreans who experienced Playfulness, Sacredness, and Placeness at a festival tended to perceive the festival as more valuable than those who experienced Escape and Togetherness, which were factors that did not significantly affect the perceived value of the festival. This study illuminates the nature of festival attributes and the particular characteristics most important to Korean festivalgoers, both of which provide theoretical and practical implications for tourism researchers and festival organizers.

체험경제(4Es) 관점에 따른 축제체험, 지각된 품질, 지각된 가치, 그리고 정서적 몰입 간 영향관계 규명

체험경제(4Es) 관점에 따른 축제체험, 지각된 품질, 지각된 가치, 그리고 정서적 몰입 간 영향관계 규명

Value expectation confirmation and word-of-mouth intention among international tourists of a cultural festival experience

We examined expectation conformation and word-of-mouth marketing intention among international tourists (177 white; 138 black; and 98 Asian) who experienced a tourism promotion cultural festival event; taking into account their personal, artistic, and societal cultural values. We applied multiple regression analysis to predict expectation conformation and word-of-mouth marketing intention from the tourists’ personal, artistic, and societal cultural values. For the white and Asian tourists, sociocultural value predicted expectation confirmation the most. For the black tourists, personal value explained their expectation confirmation more than did sociocultural value. Culturally framed perceived values appear to influence the ways tourists respond to tourism festivals.

EDM and Ecstasy: the lived experiences of electronic dance music festival attendees

Attendance at large-scale music festivals has captivated a global interest in these spectacular experiences, yet little is known about the lasting benefits and personal changes individuals incur following this event. This study aims to provide a comprehensive exploration of the lived experiences of individuals who attended a multi-day electronic dance music festival. The present study was primarily interested in the perceived beneficial changes within the individual, following their festival experience. We investigated if first-time festival attendees perceived changes differed to those of returning individuals. Semi-structured qualitative interviews were used to collect data from 12 individuals who attended the 2015 Electronic Daisy Carnival in Las Vegas. Six participants were first-time attendees while the remaining six were individuals returning to the festival. The data was analysed using Thematic Analysis. Within the data emerged the following central themes: (1) escape, (2) communitas, and (3) self-reported changes; there were 10 subthemes. These findings add to the existing body of music festival literature, further contextualizing how music festivals are both experienced, and reflected upon by individuals. Further, this study highlights the potential lasting changes individuals’ experience from attending electronic dance music festivals.

Celebration of heritage: linkages between historical re-enactment festival attributes and attendees’ value perception

ABSTRACTCommunity-based festivals celebrate a sense of community and place. Communities across the United States (US) and elsewhere have turned to various community-based events to celebrate local heritage and culture. This study investigates the relationship between the attributes of a historical re-enactment festival and participants’ perceived value. Drawing on means–end theory and event experience literature, we examined event attributes, perceived benefits, and attendees’ perceived value in the context of a historical re-enactment festival in the Midwestern US. The results highlighted the importance of four attributes of historical re-enactment festivals, namely historical re-enactment, social interactions, event design, and physical facets. Each factor contributed differently to attendees’ perceived value of such a festival experience. In addition, perceived benefits of attending such an event mediated the relationships between event attributes and perceived value. Theoretical and managerial implications of these findings are discussed.