Customer value at the ROCK FESTIVAL : Case study of FUJI ROCK Festival 2016

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  • ロック・フェスティバルにおける顧客価値 : フジロック・フェスティバル2016を事例に
  • ロック ・ フェスティバル ニ オケル コキャク カチ : フジロック ・ フェスティバル 2016 オ ジレイ ニ

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Attendance and participation at music festivals has become an important and increasingly common experience for people in many societies, yet little is known about the kinds of benefits visitors perceive they gain as a result of attending. This study focuses on the former aspect by examining the characteristics and reactions of those attending the FUJI ROCK Festival in Niigata JAPAN,and is aimed at providing insights into consumer marketing considerations. An examination of associations between motivational tendencies influencing festival attendance, consumption behavior, and satisfaction levels is carried out. Based upon the research findings, music festival management strategies are suggested to improve the design of festival experiences to better cater to the artistic, musical, social and psychological needs of attendees thereby increasing the impact and depth of the experience.

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