Event experience, satisfaction and behavioural intentions among music festival attendees
by Trang Minh Tran-Pham; Giao Ngoc Tran; Vy Hong Mai; Han Nu Ngoc Ton
J. for International Business and Entrepreneurship Development (JIBED), Vol. 16, No. 2, 2024

Abstract: The study investigated the sequencing relationship between event experience, event satisfaction and event behavioural intentions among 170 attendees of the Ravolution Music Festival in Vietnam. We used PLS-SEM to estimate a theoretical model, with event experience measured as a second-order variable comprising four dimensions (e.g., different engagement forms and novelty) in a hierarchical component model. The study found that event experience was significantly influenced by affective engagement, cognitive engagement, physical engagement and novelty. The findings revealed empirical evidence of two significant causal relationships among event experience, event satisfaction and behavioural intentions. The study also serves to reignite the discussion on the role of attendees in shaping their music event experience and confirms the validity of the event experience scale in the context of electric music dance events. Festival organisers should prioritise emotions, emphasise sensory experiences, create a pleasant soundscape, and celebrate creativity to enhance an immersive experience for participants.

Online publication date: Fri, 06-Sep-2024

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