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
Hauptverfasser:	Manthiou, Aikaterini, (Ally) Lee, Seonjeong, (Rebecca) Tang, Liang, Chiang, Lanlung
Format:	Artikel
Sprache:	eng
Schlagworte:	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
Online-Zugang:	Volltext
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