Unlocking the secrets of Miri country music festival in Malaysia: a moderated-mediation model examining the power of FOMO, flow and festival satisfaction in driving revisiting intentions

ABSTRACT This study explores how the fear of missing out (FOMO) affects the flow experience, festival satisfaction, and revisitation intention of attendees at a country music festival. Based on the cognitive appraisal theory, the study surveyed 317 participants and found that several factors contribute to the flow experience, which in turn impacts festival satisfaction and revisitation intention. The results reveal that participants with higher FOMO levels have a higher intention to revisit, with festival satisfaction mediating the relationship. This research repositions FOMO as the fear of missing out on the same event that individuals are attending. By highlighting this alternative understanding, the study suggests that FOMO can be leveraged as a resource for event organizers, potentially providing opportunities for engagement and enhancing attendee experiences. The proposed conceptual model and the insights gained from this research offer valuable contributions to the field and provide a foundation for further investigation and theoretical development.