Post-pandemic outdoor music festival consumption behaviour intention: an integrative approach

ABSTRACT

This study investigates the factors influencing consumption behaviour at outdoor music festivals in the post-pandemic era. Utilising the Stimuli-Organism-Response and Motivation-Opportunity-Ability theories, the study explores the factors affecting consumer behaviour intention in the context of outdoor music festivals. Employing structural equation modelling and necessary condition analysis, the research reveals that consumption motivation, opportunity, ability, and perceived scarcity significantly impact consumption behaviour intention in a positive manner. Conversely, perceived risk inhibits this intention. Notably, post-pandemic music festival attendees, particularly young individuals with income, exhibit a strong propensity to consume. Consumption motivation, opportunity, and ability are identified as direct and positive drivers of consumption behaviour intention, representing necessary conditions. Perceived scarcity mediates the relationships between consumption motivation, opportunity, ability, and the intention to participate in outdoor music festival consumption behaviour. The study sheds light on the theoretical and practical implications of these findings, emphasising its contribution to the field of leisure studies.

KEYWORDS:

• Outdoor music festival
• post-pandemic
• consumption behaviour
• motivation-opportunity-ability
• necessary condition analysis

Disclosure statement

No potential conflict of interest was reported by the author(s).

Data availability statement

The data presented in this study are available on request from the corresponding author. The data are not publicly available due to privacy restrictions.

Additional information

Funding

This work was supported by the National Natural Science Foundation of China (72262002, 71764003), the Innovation Project of Guangxi Graduate Education(YCSW2023054), the Guangxi Philosophy and Social Sciences Planning Research Project (22BGL007).

Notes on contributors

Zhen Su

Zhen Su is an Associate Professor in the Department of Tourism Management at Guangxi University Business School. Zhen’s research primarily explores rural tourism, consumer behavior, and tourism economics, with a special emphasis on enhancing the livelihoods and well-being of farm households through rural tourism.

Shuchen Lai

Shuchen Lai is a Master’s student in the Department of Tourism Management at Guangxi University Business School. Shuchen’s research interests span leisure tourism, rural tourism, and the development of cultural tourism integration. She specializes in examining tourism consumer behavioral intentions within various contexts.

Meng Zhang

Meng Zhang is a Master’s student in the Department of Tourism Management at Guangxi University Business School. Meng’s specialization lies in the research of tourism from a configurational perspective and its economic efficiency. His primary research areas include the integration of culture and tourism and the pursuit of innovative tourism development.