Competitive factors of electronic dance music festivals with Social Networking Service (SNS) citizenship behaviour of international tourists

Abstract

This study examined the comparative advantages of prestige service labelling (VIP), online marketing, and image differentiation when applied as marketing strategies to build tourist loyalty as a component of citizenship behaviour. The participants were 220 African tourists attending the World Club Dome Korea 2017 festival event. Following data collection, we conducted a hierarchical regression analysis to determine how VIP, online marketing, and image differentiation influenced tourist social networking service (SNS) citizenship behaviour. The results suggest that VIP and image differentiation to positively predict SNS citizenship behaviour, whereas this was not the case for online marketing. VIP had a higher influence on tourist SNS citizenship behaviour than image differentiation. In summary, strategies to attract tourists with high purchasing power should include prestige service branding with clear image differentiation. This exclusivity could be applied to online ticketing services for their added value to tourism promotion.

Keywords:

• electronic dance music
• festival
• image differentiation
• online marketing
• prestige service labelling (VIP)
• SNS citizenship behaviour

ORCID

Joon-ho Kim http://orcid.org/0000-0001-6389-1136