中国在线音乐节的体验、满意度和忠诚度

IF 2.2 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Event and Festival Management Pub Date : 2024-03-28 DOI:10.1108/ijefm-04-2023-0034

Rachel Wang, Rosa Codina, Yan Sun, Xiaoyu Ding

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引用次数: 0

摘要

目的 COVID-19的流行促进了在线音乐节的快速发展。本文基于对音乐节体验和直播演出特点的理解，探讨了影响音乐节观众满意度和忠诚度的五个因素，即音乐体验、氛围体验、分离体验、社交体验和新奇体验。实证结果表明，在线音乐节体验的上述五个因素中有四个因素直接影响音乐节观众的满意度和忠诚度。在线模式是对线下音乐节的快速适应和首选替代，而与线下模式相比，体验的创造、对在线音乐节的满意度和忠诚度由不同的因素决定。本研究为在线音乐节、类似活动（如现场直播音乐会和舞台表演以及混合活动）的组织者提供了一系列实践和管理方面的启示。原创性/价值本研究探讨了自 COVID-19 以来迅速发展的一种现象，它可能会对音乐节领域产生持续和持久的影响。该研究区分了音乐节观众在线上和线下的体验，为相关文献增添了新的内容。它还丰富了对在线音乐节的体验、满意度和忠诚度的理论认识。

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Experience, satisfaction and loyalty in the context of online music festivals in China

PurposeThe COVID-19 pandemic has prompted the fast growth of online music festivals. This paper explores how festivalgoers' experience affects their satisfaction and drives their loyalty to re-attend online music festivals in China.Design/methodology/approachBased on an understanding of the music festival experience and the characteristics of live-streamed performances, this paper investigates five factors that affect festivalgoers' satisfaction and loyalty, namely the music experience, ambience experience, separation experience, social experience and novelty experience. The relationships between festivalgoers' experience, satisfaction and loyalty are also explored using structural equation modelling techniques.FindingsThe empirical results suggest that four of the above-mentioned five factors of the online music festival experience directly affect festivalgoers' satisfaction and loyalty. The online mode is a rapid adaptation of and preferred alternative to offline music festivals, whilst the creation of the experience, along with satisfaction with and loyalty to the online music festival, are determined by different factors compared to offline modes. Overall festival satisfaction positively enhances the relationship between festivalgoers' experience and loyalty to online music festivals.Practical implicationsThis study offers a range of practical and managerial implications for organisers of online music festival, similar activities such as live-streaming concerts and stage performances and hybrid events.Originality/valueThis study explores a phenomenon that has evolved quickly since COVID-19 and will, potentially, have an ongoing and enduring impact on the music festival sector. It differentiates the understanding of festivalgoers' experience in online and offline modes, which is a new addition to the literature. It also enriches the theoretical understanding of the experience of, satisfaction with and loyalty to online music festivals.

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来源期刊

International Journal of Event and Festival Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

3.80

自引率

13.60%

发文量

期刊介绍： The International Journal of Event and Festival Management advances knowledge in the field of events management and enhances the uptake of such knowledge by academics in the field. The double-blind peer-reviewed journal will cover events management issues ranging in scope from small festivals, business and special events to mega events such as the Olympics. Articles will be sourced from all disciplinary perspectives and a multi-disciplinary research approach is encouraged.