Added value and music events: a festivalgoer perspective

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.

KEYWORDS:

• Added value
• consumer behaviour
• experience
• festivalgoer
• music festivals
• United Kingdom

Disclosure statement

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

Additional information

Notes on contributors

Alyssa Eve Brown

Alyssa Eve Brown is a Senior Lecturer in Events and Tourism, and the Event Coordinator for the Centre for Research in Tourism Excellence (CERTE) at the University of Sunderland, United Kingdom. She holds a doctorate (PhD) in events and experience. Her research interests include event experience, understanding consumer behaviour, alternative and niche events, service quality and social media.

Nikolaos Pappas

Nikolaos Pappas is Reader in Tourism, Hospitality and Events, and the Director of the Centre for Research in Tourism Excellence (CERTE) at the University of Sunderland, United Kingdom. He holds a doctorate (PhD) in tourism development and planning and a post-doctorate (PDoc) in risk and crisis management. His research interests include event and festival marketing, crisis management communications, and destination marketing, and strategic tourism management.