The experience economy approach to festival marketing: vivid memory and attendee loyalty
Purpose – A desirable experiential environment is an essential source of competitive advantage in the festival industry. Understanding festival attendees' experience is imperative for festival organizers because attendees' experience is a predictor of their future behavior. With the experi...
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| Veröffentlicht in: | The Journal of services marketing 2014-01, Vol.28 (1), p.22-35 |
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| container_title | The Journal of services marketing |
| container_volume | 28 |
| creator | Manthiou, Aikaterini (Ally) Lee, Seonjeong (Rebecca) Tang, Liang Chiang, Lanlung |
| description | Purpose
– A desirable experiential environment is an essential source of competitive advantage in the festival industry. Understanding festival attendees' experience is imperative for festival organizers because attendees' experience is a predictor of their future behavior. With the experience economy concept of Pine and Gilmore (1998), the study identified four underlying dimensions of festival attendees' experience (education, entertainment, esthetics, and escapism) and examined the impacts of these experience dimensions on festival attendees' vividity of memory and loyalty.
Design/methodology/approach
– Data were collected from online surveys completed by 338 attendees of VEISHEA festival. This study employed confirmatory factor analysis, regression analysis, and structural equation modeling to achieve its goals.
Findings
– Experience has a positive effect on vivid memory, which consequently influences loyalty. Each dimension of experience economy significantly influences vividity of memory. However loyalty is affected only by the entertainment and esthetics dimensions.
Practical implications
– Festival marketers are advised to design activities that provide memorable experiential products and services for attendees based on the four dimensions of the experience economy.
Originality/value
– The study is a pioneer in the evaluation of vividity of memory to the festival context. |
| doi_str_mv | 10.1108/JSM-06-2012-0105 |
| format | Article |
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– A desirable experiential environment is an essential source of competitive advantage in the festival industry. Understanding festival attendees' experience is imperative for festival organizers because attendees' experience is a predictor of their future behavior. With the experience economy concept of Pine and Gilmore (1998), the study identified four underlying dimensions of festival attendees' experience (education, entertainment, esthetics, and escapism) and examined the impacts of these experience dimensions on festival attendees' vividity of memory and loyalty.
Design/methodology/approach
– Data were collected from online surveys completed by 338 attendees of VEISHEA festival. This study employed confirmatory factor analysis, regression analysis, and structural equation modeling to achieve its goals.
Findings
– Experience has a positive effect on vivid memory, which consequently influences loyalty. Each dimension of experience economy significantly influences vividity of memory. However loyalty is affected only by the entertainment and esthetics dimensions.
Practical implications
– Festival marketers are advised to design activities that provide memorable experiential products and services for attendees based on the four dimensions of the experience economy.
Originality/value
– The study is a pioneer in the evaluation of vividity of memory to the festival context.</description><identifier>ISSN: 0887-6045</identifier><identifier>EISSN: 2054-1651</identifier><identifier>DOI: 10.1108/JSM-06-2012-0105</identifier><language>eng</language><publisher>Santa Barbara: Emerald Group Publishing Limited</publisher><subject>Behavior ; Brand loyalty ; Business administration ; Cognition & reasoning ; Consumer attitudes ; Consumer behavior ; Consumers ; domain_shs.gestion.mark ; Festivals ; Humanities and Social Sciences ; Information processing ; Investigations ; Loyalty ; Marketing ; Marketing strategy/methods ; Memory ; Service industries ; Services marketing ; Structural equation modeling ; Studies ; Theory ; Tourism</subject><ispartof>The Journal of services marketing, 2014-01, Vol.28 (1), p.22-35</ispartof><rights>Emerald Group Publishing Limited</rights><rights>Copyright Emerald Group Publishing Limited 2014</rights><rights>Distributed under a Creative Commons Attribution 4.0 International License</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c392t-717d51dc7e60383b24eabfd707b93ce364e144357f019dd93346da1432b28c473</citedby><cites>FETCH-LOGICAL-c392t-717d51dc7e60383b24eabfd707b93ce364e144357f019dd93346da1432b28c473</cites></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktopdf>$$Uhttps://www.emerald.com/insight/content/doi/10.1108/JSM-06-2012-0105/full/pdf$$EPDF$$P50$$Gemerald$$H</linktopdf><linktohtml>$$Uhttps://www.emerald.com/insight/content/doi/10.1108/JSM-06-2012-0105/full/html$$EHTML$$P50$$Gemerald$$H</linktohtml><link.rule.ids>230,314,780,784,885,967,11635,27924,27925,52686,52689</link.rule.ids><backlink>$$Uhttps://hal.science/hal-00948680$$DView record in HAL$$Hfree_for_read</backlink></links><search><creatorcontrib>Manthiou, Aikaterini</creatorcontrib><creatorcontrib>(Ally) Lee, Seonjeong</creatorcontrib><creatorcontrib>(Rebecca) Tang, Liang</creatorcontrib><creatorcontrib>Chiang, Lanlung</creatorcontrib><title>The experience economy approach to festival marketing: vivid memory and attendee loyalty</title><title>The Journal of services marketing</title><description>Purpose
– A desirable experiential environment is an essential source of competitive advantage in the festival industry. Understanding festival attendees' experience is imperative for festival organizers because attendees' experience is a predictor of their future behavior. With the experience economy concept of Pine and Gilmore (1998), the study identified four underlying dimensions of festival attendees' experience (education, entertainment, esthetics, and escapism) and examined the impacts of these experience dimensions on festival attendees' vividity of memory and loyalty.
Design/methodology/approach
– Data were collected from online surveys completed by 338 attendees of VEISHEA festival. This study employed confirmatory factor analysis, regression analysis, and structural equation modeling to achieve its goals.
Findings
– Experience has a positive effect on vivid memory, which consequently influences loyalty. Each dimension of experience economy significantly influences vividity of memory. However loyalty is affected only by the entertainment and esthetics dimensions.
Practical implications
– Festival marketers are advised to design activities that provide memorable experiential products and services for attendees based on the four dimensions of the experience economy.
Originality/value
– The study is a pioneer in the evaluation of vividity of memory to the festival context.</description><subject>Behavior</subject><subject>Brand loyalty</subject><subject>Business administration</subject><subject>Cognition & reasoning</subject><subject>Consumer attitudes</subject><subject>Consumer behavior</subject><subject>Consumers</subject><subject>domain_shs.gestion.mark</subject><subject>Festivals</subject><subject>Humanities and Social Sciences</subject><subject>Information processing</subject><subject>Investigations</subject><subject>Loyalty</subject><subject>Marketing</subject><subject>Marketing strategy/methods</subject><subject>Memory</subject><subject>Service industries</subject><subject>Services marketing</subject><subject>Structural equation modeling</subject><subject>Studies</subject><subject>Theory</subject><subject>Tourism</subject><issn>0887-6045</issn><issn>2054-1651</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2014</creationdate><recordtype>article</recordtype><sourceid>AFKRA</sourceid><sourceid>AZQEC</sourceid><sourceid>BENPR</sourceid><sourceid>CCPQU</sourceid><sourceid>DWQXO</sourceid><sourceid>GNUQQ</sourceid><sourceid>GUQSH</sourceid><sourceid>M2O</sourceid><recordid>eNptkc1Lw0AQxRdRsFbvHhc8eYid_Ug28VZErVLxYAVvyyY7salJtm7SYv97t0QEwdMMw-8N894Qcs7gijFIJ48vTxEkEQfGI2AQH5ARh1hGLInZIRlBmqooARkfk5OuWwFAnGXZiLwtlkjxa42-wrYIbeFa1-yoWa-9M8WS9o6W2PXV1tS0Mf4D-6p9v6bbaltZ2mDjfIBbS03fY2sRae12pu53p-SoNHWHZz91TF7vbhc3s2j-fP9wM51Hhch4HymmbMxsoTABkYqcSzR5aRWoPBMFikQik1LEqgSWWZsJIRNrmBQ852khlRiTy2Hv0tR67atw4047U-nZdK73M4BMpkkKWxbYi4EN3j43wZVeuY1vw3maxaBSyRTngYKBKrzrOo_l71oGep-1DllrSPQ-a73POkgmgwQb9Ka2_yn-fEd8A1B9fr4</recordid><startdate>20140101</startdate><enddate>20140101</enddate><creator>Manthiou, Aikaterini</creator><creator>(Ally) Lee, Seonjeong</creator><creator>(Rebecca) Tang, Liang</creator><creator>Chiang, Lanlung</creator><general>Emerald Group Publishing Limited</general><general>Emerald</general><scope>AAYXX</scope><scope>CITATION</scope><scope>0U~</scope><scope>1-H</scope><scope>7WY</scope><scope>7WZ</scope><scope>7XB</scope><scope>8AO</scope><scope>AFKRA</scope><scope>AZQEC</scope><scope>BENPR</scope><scope>BEZIV</scope><scope>CCPQU</scope><scope>DWQXO</scope><scope>F~G</scope><scope>GNUQQ</scope><scope>GUQSH</scope><scope>K6~</scope><scope>L.-</scope><scope>L.0</scope><scope>M0C</scope><scope>M2O</scope><scope>MBDVC</scope><scope>PQBIZ</scope><scope>PQEST</scope><scope>PQQKQ</scope><scope>PQUKI</scope><scope>Q9U</scope><scope>1XC</scope><scope>BXJBU</scope></search><sort><creationdate>20140101</creationdate><title>The experience economy approach to festival marketing: vivid memory and attendee loyalty</title><author>Manthiou, Aikaterini ; (Ally) Lee, Seonjeong ; (Rebecca) Tang, Liang ; Chiang, Lanlung</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c392t-717d51dc7e60383b24eabfd707b93ce364e144357f019dd93346da1432b28c473</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2014</creationdate><topic>Behavior</topic><topic>Brand loyalty</topic><topic>Business administration</topic><topic>Cognition & reasoning</topic><topic>Consumer attitudes</topic><topic>Consumer behavior</topic><topic>Consumers</topic><topic>domain_shs.gestion.mark</topic><topic>Festivals</topic><topic>Humanities and Social Sciences</topic><topic>Information processing</topic><topic>Investigations</topic><topic>Loyalty</topic><topic>Marketing</topic><topic>Marketing strategy/methods</topic><topic>Memory</topic><topic>Service industries</topic><topic>Services marketing</topic><topic>Structural equation modeling</topic><topic>Studies</topic><topic>Theory</topic><topic>Tourism</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Manthiou, Aikaterini</creatorcontrib><creatorcontrib>(Ally) Lee, Seonjeong</creatorcontrib><creatorcontrib>(Rebecca) Tang, Liang</creatorcontrib><creatorcontrib>Chiang, Lanlung</creatorcontrib><collection>CrossRef</collection><collection>Global News & ABI/Inform Professional</collection><collection>Trade PRO</collection><collection>Access via ABI/INFORM (ProQuest)</collection><collection>ABI/INFORM Global (PDF only)</collection><collection>ProQuest Central (purchase pre-March 2016)</collection><collection>ProQuest Pharma Collection</collection><collection>ProQuest Central UK/Ireland</collection><collection>ProQuest Central Essentials</collection><collection>ProQuest Central</collection><collection>Business Premium Collection</collection><collection>ProQuest One Community College</collection><collection>ProQuest Central Korea</collection><collection>ABI/INFORM Global (Corporate)</collection><collection>ProQuest Central Student</collection><collection>Research Library Prep</collection><collection>ProQuest Business Collection</collection><collection>ABI/INFORM Professional Advanced</collection><collection>ABI/INFORM Professional Standard</collection><collection>ABI/INFORM Global</collection><collection>Research Library</collection><collection>Research Library (Corporate)</collection><collection>One Business (ProQuest)</collection><collection>ProQuest One Academic Eastern Edition (DO NOT USE)</collection><collection>ProQuest One Academic</collection><collection>ProQuest One Academic UKI Edition</collection><collection>ProQuest Central Basic</collection><collection>Hyper Article en Ligne (HAL)</collection><collection>HAL-SHS: Archive ouverte en Sciences de l'Homme et de la Société</collection><jtitle>The Journal of services marketing</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Manthiou, Aikaterini</au><au>(Ally) Lee, Seonjeong</au><au>(Rebecca) Tang, Liang</au><au>Chiang, Lanlung</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>The experience economy approach to festival marketing: vivid memory and attendee loyalty</atitle><jtitle>The Journal of services marketing</jtitle><date>2014-01-01</date><risdate>2014</risdate><volume>28</volume><issue>1</issue><spage>22</spage><epage>35</epage><pages>22-35</pages><issn>0887-6045</issn><eissn>2054-1651</eissn><abstract>Purpose
– A desirable experiential environment is an essential source of competitive advantage in the festival industry. Understanding festival attendees' experience is imperative for festival organizers because attendees' experience is a predictor of their future behavior. With the experience economy concept of Pine and Gilmore (1998), the study identified four underlying dimensions of festival attendees' experience (education, entertainment, esthetics, and escapism) and examined the impacts of these experience dimensions on festival attendees' vividity of memory and loyalty.
Design/methodology/approach
– Data were collected from online surveys completed by 338 attendees of VEISHEA festival. This study employed confirmatory factor analysis, regression analysis, and structural equation modeling to achieve its goals.
Findings
– Experience has a positive effect on vivid memory, which consequently influences loyalty. Each dimension of experience economy significantly influences vividity of memory. However loyalty is affected only by the entertainment and esthetics dimensions.
Practical implications
– Festival marketers are advised to design activities that provide memorable experiential products and services for attendees based on the four dimensions of the experience economy.
Originality/value
– The study is a pioneer in the evaluation of vividity of memory to the festival context.</abstract><cop>Santa Barbara</cop><pub>Emerald Group Publishing Limited</pub><doi>10.1108/JSM-06-2012-0105</doi><tpages>14</tpages></addata></record> |
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| identifier | ISSN: 0887-6045 |
| ispartof | The Journal of services marketing, 2014-01, Vol.28 (1), p.22-35 |
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| source | Emerald A-Z Current Journals |
| subjects | Behavior Brand loyalty Business administration Cognition & reasoning Consumer attitudes Consumer behavior Consumers domain_shs.gestion.mark Festivals Humanities and Social Sciences Information processing Investigations Loyalty Marketing Marketing strategy/methods Memory Service industries Services marketing Structural equation modeling Studies Theory Tourism |
| title | The experience economy approach to festival marketing: vivid memory and attendee loyalty |
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