ABSTRACT

This study examines the relationship between festivalgoers and the importance of added value in the festival experience. Aspects of added value are additional benefits or experiences beyond the festivals core advertised activities, such as personalised upgrades or souvenirs. Taking a consumer behaviour approach and focusing specifically on music festivals in the UK, the research explores the extent to which attendee’s individual characteristics (frequency of attendance, motivation and preferred music genre) determines the importance of experiential attributes and added value. A total of 586 responses were collected using an online survey. The data were analysed using Exploratory Factor Analysis and Structural Equation Modelling. The results show that the importance of engagement, services, generic entertainment, festival image and music is revealed to influence the importance of added value. Findings also reveal that festivalgoer’s psychographic and behavioural characteristics determine the importance of festival attributes.

摘要

本研究探讨了节日参加者与节日体验中附加值的重要性之间的关系。附加值方面是节日核心广告活动之外的额外好处或体验，例如个性化升级或纪念品。采用消费者行为方法并特别关注英国的音乐节，该研究探讨了参与者的个人特征（出席频率、动机和偏好的音乐类型）在多大程度上决定了体验属性和附加值的重要性。使用在线调查共收集了 586 份回复。使用探索性因素分析和结构方程模型分析数据。结果表明，参与、服务、一般娱乐、揭示节日形象和音乐影响附加值的重要性。调查结果还表明，参加节日的人的心理和行为特征决定了节日属性的重要性。