Festival Visitors Research Articles

Test-Linked Lectures on Genetic Testing-Related Knowledge for University Festival Visitors: Effectiveness Evaluation

Test-Linked Lectures on Genetic Testing-Related Knowledge for University Festival Visitors: Effectiveness Evaluation

Visitors’ satisfaction, perceived quality, and behavioral intentions: the case study of exit festival

Events organized to promote the cultural values of destinations increase tourism diversity and activities. Over 2000 different events are organized annually in Serbia, and music festivals are the most visited. One of them is EXIT festival. The EXIT festival is one of the biggest cultural and social projects running in Serbia based on the concept of modern European festivals. For the past eighteen years, Novi Sad has been hosting one of the largest, or even the largest international event in Serbia, which has attracted over 200,000 visitors, half of whom are foreign visitors. This study explored the relationships between the perceived quality of festival performance and experience factors (traffic and information, hygiene and safety, culture and art, socialization, infrastructure and products and services), behavioral intention and the overall visitor’s satisfaction intending to test a mediating role of the overall visitor’s satisfaction. For this purpose, data were collected from a sample of 557 EXIT festival visitors in Novi Sad in July 2016.

축제 방문객의 경험가치에 따른 지역이미지가 행동의도에 미치는 영향 : 2017 울산 아시아버드페어를 중심으로

축제 방문객의 경험가치에 따른 지역이미지가 행동의도에 미치는 영향 : 2017 울산 아시아버드페어를 중심으로

혼잡도의 역할에 따른 축제 방문객의 확장된 가치-태도-행동 체계 분석

혼잡도는 방문객의 긍정적 반응뿐만 아니라 부정적 반응에도 영향을 미치기 때문에 축제에서 중요한 주제라고 할 수 있다. 이에 본 연구의 목적은 인적 혼잡도와 공간 혼잡도를 도입하여 Homer & Kahle(1988)의 가치-태도-행동(VAB) 체계를 통해 방문객 반응을 규명하는 것이다. 이러한 연구목적을 달성하기 위해 자기기입식 설문지의 면대면 인터뷰에 의한 현장설문조사가 서울빛초롱축제 방문객(N=390)에게 진행되었다. 수정된 구조방정식모델링 접근에 따른 본 연구의 결과들은 인적 혼잡도는 실용적 가치에 부정적인 영향을 미치는 것으로 확인된 반면에 쾌락적 가치는 실용적 가치에 긍정적으로 연관되어 있음이 발견됨을 보여준다. 인적 혼잡도는 쾌락적 가치에 긍정적인 영향을 가지는 반면에 공간 혼잡도는 쾌락적 가치에 부정적인 영향을 가지는 것으로 나타났다. 쾌락적 가치는 태도(축제)에 긍정적으로 연관되어 있는 반면에 공간 혼잡도는 태도(축제)에 부정적으로 관련되어 있음이 발견되었다. 태도(축제)뿐만 아니라 인적 혼잡도는 태도(개최지)에 긍정적인 유의한 영향을 가지는 것으로 발견되었다. 마지막으로 태도(축제), 태도(개최지), 그리고 실용적 가치는 행동의도(축제)에 긍정적으로 관련된 것으로 나타났다. 종합해볼 때 본 연구의 결과들은 쾌락적 가치가 축제에 긍정적 태도와 행동의도를 위해 매우 중요하다는 것을 보여준다. 또한 인적 혼잡도와 공간 혼잡도는 축제에 영향을 미치는 핵심 구성개념임을 알 수 있다. 서울빛초롱축제를 촉진시키기 위한 시사점들은 결론 부분에 제안되었다.

축제방문객의 지각된 품질이 축제이미지와 방문객 만족에 미치는 영향

This study was conducted on visitors of 8th Asian Bird Fair and the purpose of this study is to examine the effect of perceived quality of festival visitor on festival image and visitor satisfaction. To accomplish this purpose, 300 questionnaires were distributed to those who visited 8th Asian Bird Fair. A total of 273 questionnaires were used for analysis excluding invalid questionnaires.BR The meaningful findings from the analysis are as follow. First, among three factors of festival perceived quality, `Physical environment` and `service quality` positively influenced emotional image and cognitive image. But, ‘product quality’ did not influence emotional image and cognitive image. In the relationship between festival image and visitor satisfaction, both images positively influenced visitor satisfaction. This study provides not only academic implications, but also provides practical implications.

Who are the wine and food festival visitors? Case study of Croatia

Who are the wine and food festival visitors? Case study of Croatia

A behavioral intentions typology of attendees to an EDM festival in South Africa

This study determined the characteristics and post-festival behavioral intentions of visitors attending one of the largest electronic dance music (EDM) festivals in South Africa to identify and profile the market segments who attend these types of festivals. Based on a visitor survey, music festival attendance, music appreciation, music tourism and sharing, and music purchasing were identified as the behavioral intentions likely to occur after attending the festival; from these, three distinct segments were identified: Erratic, Dynamic, and Motivated. This research, therefore, created an EDM typology of festival visitors, based on their behavioral intentions.

Festival visiting, voluntary risk and positive health

Many disciplines including geography, tourism and event management, anthropology, sociology, psychology, public health and medicine have a contribution to make to the study of festivals. Despite a growing body of tourism and event literature outlining the many motivations for and subjective benefits of attending festivals, the reporting of positive health outcomes remains underdeveloped. Researching festival visitors who take risks for pleasure (voluntary risk-taking or ‘edgework’), would make an important and illuminating contribution to the literature and could offer alternative and broader perspectives on what we define as ‘health’. Interdisciplinary research collaborations using universally accepted definitions, methodologies and measures offer great potential to further our understanding of positive health and voluntary risk-taking from the perspective of the festival visitor.

지역축제 방문객 만족이 관광이미지에 미치는 영향 연구 : 담양 대나무축제 방문객을 대상으로

지역축제 방문객 만족이 관광이미지에 미치는 영향 연구 : 담양 대나무축제 방문객을 대상으로

Visitors' Motivation for Attending Traditional Cultural Events as the Basis for Market Segmentation: Evidence from Slovakia

In an increasingly competitive festival market, identifying visitors’ motivation has been recognized as a key prerequisite for satisfaction, which is expected to lead to positive referrals and future visitations of an event. The objective of this study is to identify the main factors which motivate visitors to attend traditional cultural events in Slovakia and to examine their viability as the basis for festival market segmentation. Building upon previous research on festival attendees’ motivation, a set of potential drivers of visitors’ behavior has been identified and by the application of exploratory factor analysis further refined into the following six domains of visitors’ motivation: new and different experience, friends and family togetherness, reconnection with culture and tradition, socialization, recover equilibrium and change from everyday life. The application of k-means clustering on the basis of motivational domains indicated four clusters of festival visitors and provided evidence in support of suitability of visitors’ motivation as the basis for festival market segmentation. Findings of the study have been discussed, limitations are noted and directions for future research are highlighted.

‘All that jazz’: the relationship between music festival visitors’ motives and behavioural intentions

ABSTRACTThis exploratory study investigated the relationship between visitors’ behavioural intentions (ex-post) and their motives (ex-ante) for attending a jazz festival. The aim was to discover whether a music festival brings additional intangible benefits. The research followed a quantitative approach by conducting a visitor survey at the Cape Town International Jazz Festival in South Africa. Structural Equation Modelling showed that music festivals have the potential to create benefits beyond the festival itself or the host destination, particularly fostering an appreciation of a music genre, increasing purchasing of music, and boosting music tourism. The findings showed that a music festival could have far-reaching benefits that can contribute to its legacy. It also showed that visitors’ motives have a unique relationship with their behavioural intentions, which emphasizes the need to market the festival accordingly.

축제 정체성이 축제 이미지와 지역발전 성과에 미치는 영향 : 제20회 부천국제만화축제를 중심으로

Bucheon International Comics Festival, which is the Asia's leading comics festival, which presents the vision of Korean comics held for the 20th in 2017, is the best global comics festival of Asia selected as one of the 10 Greatest Festivals of Gyeonggi Province for two consecutive years including 2015 and 2016. It is also recognized as one of the representative comics festivals in Asia, and it is the largest festival in Korea that is filled with sights and imagination where you can make a comics travel. This study assumed that there is a need and value to develop and utilize contents reflecting the identity of local festivals, and on the subject of the 20th Bucheon International Comics Festival, this study analyzed the effect of local festival content identity on festival image and local development performance. As a result, as social awareness continues to improve, the proportion of cosplayers who make cosplay as comics festivals is increasingly growing at Bucheon International Comics Festival. As you can go on a festival as a member of the staff, you get dressed as a protagonist appearing in comics, animation, computer games, and movies, you participate in the parade, one of the main programs of the festival, or you take photographs all over the festival ground when the festival visitor requests, it was a good content to provide festival participation and sightseeing. Thus, it is a festival that will raise pride for local residents, and festival visitors will be attracted to festival space and cultural contents, which will encourage re‐participation and return visits in the future by planting a better festival image, suggesting a significant influence upon the potential for regional development.

Social marketing through a music festival

PurposeThe purpose of this paper is to examine a social marketing initiative pursued by the privately owned Swedish music festival Way Out West during 2012-2014. This paper’s aim is to explore how events can support individual behaviour changes, and it seeks to assess the effects of Way Out West, as well as to understand what motivated visitors to change.Design/methodology/approachThe theoretical lens of perceived consumer value (Holbrook, 1999) as the individual outcome of a social marketing exchange is used for the analysis. The paper uses a mix of quantitative and qualitative methods; a Web survey (n = 1757) monitors self-reported behaviour over time, and in-depth interviews are conducted with a handful visitors who reduced regular meat consumption.FindingsThe results of this paper suggest that the initiative was a strong inspiration for 15 per cent of the sample (corresponding to ca. 9,300 festival visitors who decreased their meat consumption 2012-2014). It was evident that these “Decreasers” perceived functional, emotional, social and altruistic value as outcomes of changed behaviour. The paper identifies and discusses links between the adoption of a new behaviour in the temporal non-ordinary setting of a music festival and the endurance of the behaviour in a mundane environment.Originality/valueThis paper examines self-perceived effects on behaviour that a private social marketing initiative had on consumers. The paper contributes by applying Holbrook’s (1999) theoretical framework of perceived consumer value to empirical context, by investigating hedonic aspects of social marketing consumption in the non-ordinary setting of a music festival. The paper discusses how a temporarily adopted behaviour continues to create value for consumers, when maintained in ordinary life.

농특산물축제 방문객들의 참가동기가 축제만족 및 행동의도에 미치는 영향

농특산물축제 방문객들의 참가동기가 축제만족 및 행동의도에 미치는 영향

A study on motivation differences among traditional festival visitors based on demographic characteristics, case study: Gol-Ghaltan festival, Iran

ABSTRACTVillages and cities have a growing tendency to share their culture and nature with tourists by developing events. This article aims to identify motivational factors influencing visitors' attendance in traditional festivals and then analyzing significant motivation differences among visitors based on their demographic differences. The statistical sample is domestic tourists who visited the 8th Gol-Ghaltan Festival, Iran in 2015. The convenience sampling method has been used and 287 acceptable questionnaires were acquired. Factor analysis has determined six important motivational factors, including “Gol-Ghaltan and Family,” “Cultural Exploration,” “Socialization,” “Supporting Local Community and Heritage,” “Event Novelty,” and “Escape.” Most of these factors are coinciding with previous literature on cultural events except first and fourth factors. Results of T-test and ANOVA show that visitors in various demographic groups have significant differences in the motivational factors. Finally, in accordance with the findings of the research, practical suggestions are presented for managers and marketers of this event.

축제방문객의 자기결정성에 따른 계획행동이 행동의도에 미치는 영향 연구 : 지각된 위험의 조절효과를 중심으로

축제방문객의 자기결정성에 따른 계획행동이 행동의도에 미치는 영향 연구 : 지각된 위험의 조절효과를 중심으로

Outback Elvis: The story of a festival, its fans and a town called ParkesJohnConnell and ChrisGibson, NewSouth, Sydney, 2017, ix + 214 pp, ISBN 978‐1‐742‐23529‐5 (paperback), AUD34.99.

Outback Elvis: The story of a festival, its fans and a town called ParkesJohnConnell and ChrisGibson, NewSouth, Sydney, 2017, ix + 214 pp, ISBN 978‐1‐742‐23529‐5 (paperback), AUD34.99.

부산국제영화제(BIFF) 관람객의 목적지 선택속성이 태도 및 전환의도에 미치는 영향 연구: 애착과 위험지각의 매개효과 검정

부산국제영화제(BIFF) 관람객의 목적지 선택속성이 태도 및 전환의도에 미치는 영향 연구: 애착과 위험지각의 매개효과 검정

부산국제영화제(BIFF) 관람객의 목적지 선택속성이 태도 및 전환의도에 미치는 영향 연구: 애착과 위험지각의 매개효과 검정

부산국제영화제(BIFF) 관람객의 목적지 선택속성이 태도 및 전환의도에 미치는 영향 연구: 애착과 위험지각의 매개효과 검정

지역축제방문객의 만족도군집에 따른 시장세분화특성 분석 : 완도 장보고수산물축제를 중심으로

지역축제방문객의 만족도군집에 따른 시장세분화특성 분석 : 완도 장보고수산물축제를 중심으로