The five E's in festival experience in the context of Gen Y: Evidence from a small island destination

Revista Espa?ola de Investigación de Marketing ESIC Pub Date : 2015-09-01 DOI:10.1016/j.reimke.2015.06.001

M. Rivera, K. Semrad, R. Croes

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引用次数: 38

Abstract

The purpose of this study is threefold. First, to test the experience economy framework in the context of a small island destination (SID) in order to determine if a music festival may be used as an experiential product to lure a cohort replacement. Second, to examine a music festival's experiential domains that may influence the overall experience of Generation Y (Gen Y) tourists. And, third to determine if the overall experience of Gen Y tourists who attend a music festival may predict their behavioral intentions to return to and recommend a SID. The study investigates whether a music festival may be used as an experiential attraction to draw the Gen Y market segment to a SID as a cohort replacement for the baby boomer generation. Structural equation modeling (SEM) is used to test the application of the experience economy framework to a generational cohort's behavioral intentions after the consumption of an experiential product in the context of a SID. The study suggests that in the case of Gen Y it may be necessary to reference economic value as part of the second-order construct for overall experience in order to predict future intentions.

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Y世代背景下的节日体验中的五个E:来自一个小岛目的地的证据

这项研究的目的有三个方面。首先，在小岛目的地(SID)的背景下测试体验经济框架，以确定音乐节是否可以作为体验产品来吸引队列替换。其次，研究音乐节的体验领域，可能会影响Y一代(Gen Y)游客的整体体验。第三，确定参加音乐节的Y一代游客的整体体验是否可以预测他们返回并推荐SID的行为意图。该研究调查了音乐节是否可以作为一种体验性的吸引力，将Y世代市场吸引到SID，作为婴儿潮一代的替代群体。结构方程模型(SEM)用于测试体验经济框架对代际群体在SID背景下消费体验产品后的行为意图的应用。该研究表明，在Y世代的情况下，为了预测未来的意图，可能有必要将经济价值作为整体经验的二阶结构的一部分。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Revista Espa?ola de Investigación de Marketing ESIC

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