Title: Event experience, satisfaction and behavioural intentions among music festival attendees

Authors: Trang Minh Tran-Pham; Giao Ngoc Tran; Vy Hong Mai; Han Nu Ngoc Ton

Addresses: School of Business, International University, Vietnam National University, Ho Chi Minh City, Vietnam ' School of Business, International University, Vietnam National University, Ho Chi Minh City, Vietnam ' School of Business, International University, Vietnam National University, Ho Chi Minh City, Vietnam ' Center for Public Administration, International University, Vietnam National University, Ho Chi Minh City, Vietnam

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.

Keywords: event experience; engagement; event satisfaction; behavioural intentions; music festival; Vietnam; EDM festival.

DOI: 10.1504/JIBED.2024.141311

Journal for International Business and Entrepreneurship Development, 2024 Vol.16 No.2, pp.212 - 235

Received: 09 Apr 2024
Accepted: 24 May 2024
Published online: 06 Sep 2024 *

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