Festival Visitors Research Articles

축제 방문 동기에 따른 축제방문객 시장세분화 연구: 설악문화제 중심으로

The purpose of this study was to find out what the motivation factors for visiting the festival are for visitors who participated in the Gangwon State Seorak cultural festival and to divide festival visitors based on the derived motivation factors for visiting the festival. Factor analysis, cluster analysis, and ANOVA analysis were used as research analysis. As a result of performing factor analysis on 14 festival visit motivation items, four factors (novelty, escape, family affinity, and sociability) were derived. Through market segmentation analysis, visitors who attended the festival were classified into three groups. Cluster 1 was a group of 88 people (25.7%) out of the total survey respondents of 349, and was a group of general festival visitors who showed a little curiosity about the festival. It called as ‘common festival visitor’. Cluster 2 was 131 people (38.3%) and had strong ties with families. It called as ‘family festival visitor’. Cluster 3 was an enthusiastic festival visitor 123 people (36.0%) that actively accepts all parts of tourism motivation. It called as ‘enthusiastic festival visitor’. In result, cluster 2, and Cluster 3 were derived as major target to developing marketing strategies and several recommendation were suggested.

The impact of emotional solidarity on festivals visitors' satisfaction. Does the festival authenticity matter?

Festivals offer more than just entertainment, it considered a powerful platform for emotional connection and cultural exchange. This study explores the impact of emotional solidarity on festival visitors' satisfaction. It also examines the moderating role of festival authenticity in the relationship between emotional solidarity and festival visitors’ satisfaction. Quantitative approach using 456 self-administered questionnaire directed to festival visitors in Egypt and Saudi Arabia. The findings reveal that all three dimensions of emotional solidarity welcoming nature, emotional closeness, and sympathetic understanding have a direct and significant positive impact on visitors' satisfaction. Furthermore, festival authenticity plays as a moderator between emotional solidarity dimensions and festival visitors’ satisfaction. The study discusses both theoretical and practical implications of these findings for festival organizers and tourism researchers.

The Impact of Eco-Friendly Perceptions on Festival Attendees’ Decision-Making

People are becoming increasingly concerned with environment as the society becomes more environmentally conscious and this is on a global basis. Festivalgoers are now very much concerned about the environmental impact of the events they go to, a consumer behavior shift. As a result of that, festival organizers are taking this into account when developing their strategies for future festivals. This research examines the influence of eco-friendly perceptions on the decision-making process among festival visitors. The study used an extended version of the planned behavior model which takes into account attitudes, subjective norms, anticipated positive emotions, expected negative emotions, and perceived behavioral control concerning decision-making. This correlation study focuses on attitudes towards attending eco-friendly events in terms of behavioral intention, subjective norms, positive anticipated emotion, negative anticipated emotion, and perceived behavioral control. 197 data sets were collected through convenience sampling of event management students at UiTM Puncak Alam via different online platforms were used for the analysis. The SPSS was used for the analysis of results through reliability tests, correlations, and regressions. The result indicated that there was a significant relationship between all the variables involved in participating in eco-friendly events. Four independent variables show a significant beta coefficient for subjective norm, positive anticipated emotion, negative anticipated emotions, and perceived behavioral control. Meanwhile, another independent variable, attitude does not significantly influence behavioral intentions. The limitations, recommendations, and implications of the study were suggested for future research.

The Effects of Storytelling Format and Gender Difference on Festival Visitors’ Engagement and Behavioral Intention

The use of storytelling is becoming increasingly widespread in the event and tourism industry. However, despite the growing popularity of the storytelling strategy, to date, limited research has examined how festival organizers effectively utilize this strategy. Consequently, this research aims (a) to examine whether storytelling influences visitors??? engagement and behavioral intention, (b) to investigate how such impacts differ according to when visitors hear the story (i.e., temporal distance), and (c) to explore whether gender moderates the impact of the storytelling format. Study 1 indicates that storytelling positively influences visitors??? engagement. The results also reveal that visitors show a significantly higher level of behavioral intention when they heard the festival story more than 3 months before the festival. Study 2 finds that women have higher engagement and intention to visit when storytelling is delivered in video rather than image format, while men exhibit no such difference in engagement and intention to visit.

Narratives of Blended Experience

Abstract This paper focuses on interaction across and between the physical/digital divide. We use blending theory to design for these situations, otherwise known as conceptual integration. Initially, this paper offers a discussion of the literature around blends. From this literature, we applied Benyon’s (Benyon, 2014) proposition of conceptual integration in mixed reality spaces (Blended Spaces) to consider interactions with the digital that complement the physical. We investigated blended spaces in partnership with undergraduate students during a live theatre festival. Our collaborators designed applications that applied blending principles, employing techniques drawn from speculative design. Outputs consist of speculative, narrative storyboards that use data gathered directly from stakeholder interviews and over 380 festival visitors. Our work led us to propose reworking Blended Spaces into a model that novice designers could easily conceive and apply. The work we conducted highlighted the need to consider user transitions from physical to digital and back again and highlighted the experiential nature of this type of interaction.

How do gastronomic festivals trigger behavioral intentions? The role of hedonic and eudaimonic well-being

PurposeGastronomic festivals are important events to bring people together around food-themed activities. This study aimed at determining the relationships between festival quality, memorable food experience, loyalty, behavioral intention, hedonic well-being, and eudaimonic well-being. In this study, festival quality is the independent variable that affects the memorable food experience, the memorable food experience is the independent variable that affects loyalty, and loyalty is the independent variable that affects behavioral intent. Hedonic well-being and eudaimonic well-being are moderating variables. Behavioral intention is the dependent variable, while memorable food experience and loyalty are both dependent and independent variables.Design/methodology/approachThe population consisted of local tourists visiting Orange Blossom Carnival held in Adana, Turkey. The survey technique and the convenience sampling method were preferred and 545 data were obtained.FindingsThe analysis results showed that all dimensions of the memorable food experience are strongly affected by festival quality. Plus, superior service approach and high value perception dimensions of the memorable food experience have significant effects on loyalty. Furthermore, destination loyalty was found to have a strong effect on behavioral intentions. Moreover, higher levels of Hedonic well-being (HWB) and Eudomenic well-being (EWB) were found to increase the effect of loyalty on behavioral intention; accordingly, the moderator roles of HWB and EWB were determined.Practical implicationsThis article provides information that the memorable dining experiences of festival visitors who attend the Orange Blossom Carnival in Adana affect the quality of the festival and their intentions to loyalty. In addition, in the study, it was found that the well-being of carnival visitors had a moderating role in the effect of their loyalty on their behavioral intentions. Therefore, this article provides information on how the food experiences and well-being of the visitors at the gastronomy festival will affect which factors.Originality/valueAccording to the findings, gastronomy-based events may affect tourists’ experiences, and tourists’ psychological well-being affects loyalty and behavioral intentions. Destination management organizations can learn about gastronomy-based festivals. The results of the study include a number of theoretical and practical findings for destination management organizations, festival managers, policy makers and academics working in the literature.

지역축제 방문객의 축제프로그램 평가

Since 1995, when autonomous local government era started, an endeavour to vitalize local economy through hosting a local festival became a typical phennominon among local governments in Korea. However, non distinctive festivals mimicking one another did not earn the support from the local residents and ruined the effort of local governments and communities. Therefore a local government’s effort to remove overlapping investments and produce a meaningful result through festivals are sought throughout the local governments in Korea. It is the aim of this study to suggest an effective ways and solutions for an ideal festival through analyzing the evaluation from the festival visitors to the 2023 Sungju Melon·Life·Culture Festival.

Exploring the Decision-Making Process behind Illicit Drug Use at Music Festivals

Background : Illicit substance use is common at music festivals. One could question whether festival attendees deliberately plan to take drugs at such events or whether their illicit (poly)drug use is provoked by specific circumstances, such as the presence of peers or a general belief that others are using drugs at the festival. Objectives : The present study implemented the prototype willingness model, which is a model that assesses whether illicit drug use at music festivals is rather a rational or a more spontaneous decision-making process. Results : A three-wave panel survey was conducted, questioning festival attendees before (n = 304, 60.86% males), during, and after music festival visits. In total, 186 people (59.68% males) between 18 and 55 years (M = 27.80 years; SD = 8.19) completed all three surveys, of which 62.9% had taken one or more different illicit substances at the festival. Positive attitudes toward illicit drug consumption were most firmly related to attendees’ intentions to take drugs at festivals. Additionally, the more festival visitors identified themselves with the prototype of an attendee using drugs, the more likely they were to be willing to use them. The perceived presence of illicit substances at such events was also strongly related to the actual behavior. Conclusion : The findings suggest that illicit drug use at music festivals relates to both a rational choice and an unplanned one.

Multidimensionality of nostalgic festival experiences: The Art Deco Festival case

Heritage festivals are interactive spaces imbued with stimuli to evoke feelings of nostalgia. This qualitative study draws on the narratives of attendees to the Art Deco Festival in Napier, New Zealand, to examine the nostalgia experience. Through in-depth interviews and thematic analysis of festival visitors, event organisers, and local businesses, the findings reveal four distinct types of nostalgia within the festival context: historical, personal, collective, and virtual. These different types of festival nostalgia and their characteristics can be grouped into four-by-two classification: place-based and time-based nostalgia, object-based and experience-based nostalgia, individual-based and collective-based nostalgia, and direct-based and indirect-based nostalgia. This classification contributes to a more nuanced understanding of the conceptualisation and operationalisation of nostalgia which have important implications for researchers and festival management of nostalgic destinations.

지역축제 브랜드자산과 축제성과의 관계에서 개최지역태도의 매개효과

The purpose of this study is to investigate the mediating effect of host region attitudes in the relationship between festival visitors' local festival brand equity and festival performance. The analysis results obtained in this study are as follows. First, among local festival brand equity, the higher the brand value and brand quality, the better the festival performance. Second, among the local festival brand equity, the higher the brand image, brand value, and brand quality, the better the attitude of the hosting region. Third, the host region attitude was found to have a positive effect on tourism industry performance, socio-cultural performance, environmental performance, political performance, and economic performance. Last, in the relationship between local festival brand equity and festival performance, it was confirmed that the host region attitude had a partial mediating effect.

Emotional and Hedonic Well-Being Experiences of Diaspora Festival Visitors: A Contemporary Migrants’ Perspective

This study explores the emotional experiences of individuals attending diaspora festivals using guided interviews of members of the Ethiopian diaspora. A constructivist grounded theory method was applied and a conceptual model comprised of emotional experiences was created. The findings demonstrated five main emotional experiences associated with diaspora festivals: happiness (the most common), pride, arousal, feeling at home, and feeling not lonely. The study confirmed that feeling at home and not lonely were emotions that were unique to diaspora festivals. The study also identified various specific emotion evokers, including homeland atmosphere, homeland people, religious activities, and the availability of the festival. Key theoretical and practical implications include constructing the diaspora festival emotional experience model, broadening our understanding of hedonic well-being, and incorporating the perspectives of contemporary African migrants, all of which can inform marketing strategies, policy development, and societal problem-solving.

Comparing visitor motivation and demographics between an insect festival and science festivals

Abstract Both science festivals and insect festivals have increased in frequency in the last few decades. In order to compare insect festivals with science festivals, we modified a validated science festival visitor survey (EvalFest) for Purdue’s Bug Bowl, a long-running insect festival. Benchmarking against EvalFest and Collaboration for Ongoing Visitor Experience Studies (COVES) results, we found that Bug Bowl audiences were similar in having high levels of education, a high interest in science, and frequently visiting science venues. In fact, 23% of Bug Bowl survey takers indicated that they were actual scientists themselves. In contrast to EvalFest results, Bug Bowl had a higher rate of returning visitors than new visitors. Bug Bowl visitor motivations were primarily to have fun and bring their children for a learning experience, and they rated their experiences very positively. Ninety-one percent of Bug Bowl attendees surveyed lived in the state of Indiana. We discuss gaps in expected visitor demographics and possible applications for a shared common evaluation within a working group of insect festivals.

Visitor emotional solidarity, segmentation and revisit intentions amidst COVID-19 pandemic: evidence from Panafest and emancipation festivals in Ghana

PurposeThis study examines the effect of festival visitors' emotional solidarity and segmentation on revisiting intentions to Ghana for the Panafest/Emancipation festivals during the COVID-19 pandemic.Design/methodology/approachThe study utilised data from a self-completed survey administered to festival-goers who attended the Panafest and Emancipation festivals in 2019 and 2021. In 2019, 782 questionnaires were sent to participants out of which 446 responded to the questionnaires. However, in 2021, 567 questionnaires were administered to the festival participants out of which 296 responded to the questionnaires. Multiple linear regression was performed using the ordinary least square (OLS) estimation technique.FindingsThe study found that emotional solidarity, gender, age, educational background and place of residence are important factors in predicting whether festival visitors will revisit Ghana for the Panafest and Emancipation festivals or not. Emotional solidarity was a positive predictor of revisit intentions, while gender and age also played a role with male and older visitors being more inclined to revisit Ghana for the festivals. The educational background had a positive and significant effect in 2021 but was insignificant in 2019. Place of residence had a significant but negative effect in 2021 due to the emergence of COVID-19.Practical implicationsThe study's findings suggest that stakeholders in Ghana's tourism industry, including the Ministry of Tourism, Arts and Culture, Ghana Tourist Authority, hotels and other hospitality services, should consider emotional solidarity and visitor segmentation when developing marketing strategies. Additionally, strategies to address the impact of COVID-19 on revisit intentions and spending should be considered.Originality/valueThis study contributes to the understanding of the factors that influence festival visitors' revisit intentions in Ghana and how the emergence of COVID-19 affects these intentions. The study's focus on emotional solidarity and visitor segmentation provides insights into developing effective marketing strategies in the tourism industry.

Towards a More Resilient Festival Industry: An Analysis of the Adoption of Risk Management Models for Sustainability

The COVID-19 pandemic has had a significant impact on numerous industries, including the event industry, resulting in widespread disruptions. The widespread cancellations of festivals have been a direct consequence of the pandemic, and, following the reopening, those that have taken place have had to implement changes in response to the new guidelines and regulations created as a result of the pandemic. In this study, we examine the experiences of festivals held in 2021 in the Veszprém–Balaton 2023 European Capital of Culture region (VEB 2023 region). The study aims to adapt the PwC Risk Management Model and identify its four pillars (1: detect; 2: protect; 3: react; 4: restore) in the case of festivals. Our study outlines how festival organizers have faced unprecedented challenges and risks (detect), how they survived in complete uncertainty (protect), what lessons they learned, and what risk management decisions they made as a challenge of the pandemic period from a consumer perspective (react). The present study utilized a qualitative research methodology and involved conducting structured interviews with a total of 19 event organizers from five different events. In addition, to gain a comprehensive understanding of the sustainable consumption habits of festival visitors, a questionnaire survey was administered yielding 1133 responses. The biggest challenges for the organizers during the times of the pandemic were uncertainty and unpredictability, with increased financial, human, and mental risks and burdens. However, the positive benefits of the pandemic period and the future developmental directions of sustainable festivals were also highlighted (e.g., small-scale, family-friendly events). Regarding the future, the aspects of greening aspirations, a need to reflect on the social-environmental criteria of sustainability, and more flexible management decisions to deal with uncertainty have emerged among the festival organizers (restore). The research has revealed that festival visitors themselves will be important allies in the introduction of sustainable measures. The research result helps festival organizers to adapt more effectively to the new socio-economic circumstances caused by the pandemic.

MULTIVARIATE STATISTICAL ANALYSIS OF WINE FESTIVAL VISITOR EXPERIENCE

MULTIVARIATE STATISTICAL ANALYSIS OF WINE FESTIVAL VISITOR EXPERIENCE

MZ세대 방문객의 지역축제 브랜드 경험이 브랜드 애착, 만족, 재방문 의도에 미치는 영향 : 안동 국제 탈춤 축제를 중심으로

The purpose of this study is to investigate the impact of festival brand experience on festival brand attachment, satisfaction, and revisit intention. The proposed research model was derived based on the previous literature. Utilizing the data collected from 249 Generation M and Z festival visitors, the proposed research model was tested. Simple descriptive statistics, confirmatory factor analysis, and structural equation modeling were employed to test the proposed research model. The results of this study revealed that affective, intellectual, and behavioral festival brand experiences were significant predictors of festival brand attachment. While intellectual and behavioral festival brand experiences have significant impact on festival satisfaction. Moreover, festival brand attachment and satisfaction exert positive effects on revisit intention. The findings of this study will help festival planners to develop effective festival brand experience strategies for Generational M and Z visitors.

2021 강릉국제영화제 방문객의 소비지출 결정요인

This paper analyzed the determinants of film festival-related consumption of visitors to the Gangneung International Film Festival during 10 days from October 22 to October 31, 2021 by using a multi-regression model. Factors affecting visitor consumption were set as 12 explanatory variables reflecting economic and demographic characteristics such as income, occupation, age, gender, and residence. The dependent variable is visitor’s consumption, which is divided into total consumption and consumption by five items, such as movie watching and lodging expenses. The main result of this paper is that income was founded to be a major determinant of all types of consumption. As policy implications of this paper, first, the consumption of visitors living in the metropolitan area was estimated to be 1.8 times larger than the overall average and 1.9 times larger than the average of other regions. Second, this paper is meaningful in that it suggests the possibility of market segmentation according to the characteristics of visitors by analyzing the determinants of festival visitor’s consumption.

Food festival experiences from visitors’ perspectives: intellectual, sensory, and social dimensions

In recent decades, food festivals have gained popularity across the world. Previous research demonstrates a great diversity in visitors’ motivation and experiences at food festivals. It includes mostly quantitative as well as a few qualitative studies, but we are still lacking in-depth knowledge about visitors’ food festival experiences. This knowledge is important for the practical organization of future food festivals, but also for food studies scholars to help them understand the exact nature and value of a food festival experience. This paper explores the diversity of food festival visitors’ experiences via semi-structured qualitative interviews with participants, supplemented by digital photos taken by them at the Danish food festival Madens Folkemøde 2019. The findings suggest a great diversity in visitors’ experiences, categorized in the article as intellectual, sensory, and social experiences and these three categories are proposed as an analytical framework for future studies.

The effects of product transformation salience (PTS) on festival visitors’ recycling intentions: Do gender and age matter?

Festivals attract diverse visitors to tourism sites and contribute significant solid wastes every year. One way to help customers engage in recycling at tourist attractions is to adopt an effective communication tactic using product transformation salience (PTS). To better understand the influence of PTS, the current study investigated the roles of visitors’ characteristics, such as gender and age, by using PTS messages to promote recycling behavior by presenting moderation models. This study further examined the underlying psychological mechanisms to explain the effect of PTS on recycling intention by proposing a serial mediation model. The results indicated that the effects of PTS on visitors’ feedback toward green messages varied when considering visitors’ age and gender. In particular, women and older attendees perceive the higher green value of recycling and develop higher intentions toward engaging in recycling practices at events. The serial mediation effects of PTS → perceived green value → attitudes → intentions were also confirmed. The findings of this study contribute to the green advertising literature and provide practical suggestions to industry practitioners.

Segmenting urban festival visitors’ employing expectation : Comparing between planned and unplanned festivalgoers

Though planned visitors have historically been shown to be attracted to urban public festivals due to their proximity to the area and to the attractions, unplanned visitors have not been investigated in the festival context. This paper attempted market segmentation based on two classifications of previous planning: before visit and expectation of festival experiences. Survey respondents were divided into two groups of unplanned and planned festivalgoers, and factor analysis was employed to identify festivalgoers’ expectation factors of the festival experience. Utilizing a K-means cluster analysis, a total of six segments were obtained. Each group showed a different combination of festival expectation styles. ANOVA results presented distinct demographics between the festivalgoer cluster groups and confirmed different levels of festivalgoers’ satisfaction and inclination to recommend. The results suggest that festival organizers should comprehend the characteristics of their target market and implement appropriate marketing strategies to enhance festivalgoers’ satisfaction and to improve their likelihood to recommend such events.