ABSTRACT

We evaluate the intention to revisit a music festival, taking into account the Push factors (motivational factors), the Pull factors (the attributes of the destination) and the satisfaction level. We used a sample of 1179 answers. Our results show that the intention to return to this the event is influenced by the sociodemographic characteristics of the visitor, by the Push factors (the past experience with the festival), the Pull factors (visit to the city’s heritage and the festival’s attributes) and also the high levels of satisfaction. These results will be very useful to the organizers and local entities in order to define communication and marketing strategies. It will also attract a recurring audience that, in addition to the participation in the event, will also become involved with the city. In the context of the competition between tourism destinations, this information can be used by the different stakeholders to improve the success and impact of the event.

摘要

我们评估重访音乐节的意图，考虑推动因素（动机因素）、拉动因素（目的地的属性）和满意度。我们使用了 1179 个答案的样本。我们的结果表明，回归这个活动的意图受到游客的社会人口特征、推动因素（过去的节日经历）、拉动因素（参观城市遗产和节日属性）和还有高水平的满意度。这些结果对于组织者和当地实体制定传播和营销策略非常有用。它还将吸引经常性的观众，除了参加活动外，还将与这座城市产生联系。