The way of generation Y enjoying Jazz festival: a case of the Korea (Jarasum) music festival

ABSTRACT

Research studies about the attributes of music festival experiences and the effect of information technology in music festival help us to understand Millennials. With the purpose of providing more insights about the perception and behavior of young people at a festival, this study aims to investigate how festival attributes and the interactivity of information sources affect festival attendee satisfactions and behavioral intentions in a music festival. The results are expected to assist festival organizers in managing and implementing market-oriented service strategies to improve the quality of festivals and therefore to enhance the attendee satisfactions and their behavioral intentions.

KEYWORDS:

• Festival experience
• interactivity
• Jarasum music festival
• Millennials
• music quality
• music festival
• smart tourism
• convention
• event
• South Korea

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea [grant number NRF-2016S 1A3A2925146].