Live and online music festivals in the COVID-19 era: analysis of motivational differences and value perceptions

Perez-Monteagudo, Ainara; Curras-Perez, Rafael

Ainara Perez-Monteagudo

University of Valencia, Marketing Department, Valencia, Spain

Rafael Curras-Perez

University of Valencia, Marketing Department, Valencia, Spain

https://orcid.org/0000-0002-3092-8235

Responsible editor:

Prof. Francisco José Liébana

Reviewers:

Alejandro Alvarado; Álvaro Rojas-Lamorena

Conflicts of interest:

The authors have no conflict of interest to declare.

Authors:

Ainara Perez-Monteagudo, PhD candidate, University of Valencia, Valencia, Spain. E-mail: aipemon@alumni.uv.es

Rafael Curras-Perez, Associate Professor, University of Valencia, Valencia, Spain. E-mail: rafael.curras-perez@uv.es

Authors’ contributions:

1^st author: Definition of research problem; Development of hypotheses or research questions (empirical studies); Development of theoretical propositions (theoretical work); Definition of methodological procedures; Data collection; Literature review; Analysis and interpretation of data; Critical revision of the manuscript; Manuscript writing.

2^nd author: Development of hypotheses or research questions (empirical studies); Development of theoretical propositions (theoretical work); Definition of methodological procedures; Literature review; Statistical analysis; Analysis and interpretation of data; Critical revision of the manuscript; Manuscript writing.

Figures (1)
Tables (11)

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Figure 1
Proposed theoretical model.

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Fatores motivacionais Escala Ouvir e apoiar meus artistas favoritos Escala Likert de 7 pontos Fui atraído(a) pelo cartaz publicitário Ouvir música ao vivo Conhecer mais sobre meus artistas favoritos Encontrar pessoas Gosto de me misturar com pessoas com interesses semelhantes Eu gosto das aglomerações em festivais Participar de eventos musicais faz parte da minha vida É estimulante e emocionante Diversão e entretenimento Escapar das pressões da vida cotidiana Ter uma mudança na minha rotina diária Curiosidade Fazer parte de um evento único Vivenciar coisas novas e diferentes Passar o tempo com amigos e familiares Eu gosto de assistir e fazer diversas coisas Valor percebido Escala Likert de pontos A qualidade do evento foi excelente O evento tem uma boa reputação O evento me fez sentir bem Satisfação Qual é o seu grau geral de satisfação com o festival? Escala diferencial semântica de 7 pontos Intenções comportamentais Escala diferencial semântica de pontos Qual é a probabilidade de você participar desse festival novamente? Qual é a probabilidade de você recomendar esse festival?

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Table 1
Music festivals – motivation-based studies

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Table 2
Sociodemographic profile of participants

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Table 3
Live music festivals – attendance habits

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Table 4
Online music festivals – attendance habits

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Table 5
Motivational factors for attending live festivals

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Table 6
Motivational factors for attending online festivals

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Table 7
Tests of the hypotheses (live events)

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Table 8
Tests of the hypotheses (online events)

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Table 9
Multigroup analysis – significant differences between festival types

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Motivational factors Scale To listen to and support my favourite artists 7-point Likert scale I was attracted by the advertising poster To listen to live music To know more about my favourite artists To meet people I like to mix with people with similar interests I enjoy the crowds at festivals Attending music events is part of my life It’s stimulating and exciting Fun and entertainment To escape from the pressures of everyday life To have a change from my daily routine Curiosity To be part of a unique event To experience new, different things To spend time with friends and family I enjoy watching and doing a variety of things Perceived value 7-point Likert scale The quality of the event was outstanding The event has a good reputation The event made me feel good Satisfaction What is your general degree of satisfaction with the festival? 7-point semantic differential scale Behavioural intentions 7-point semantic differential scale What is the probability that you will attend that festival again? What is the probability that you would recommend that festival?

*Authors*	*Motivations analysed*	*Festival*
Formica and Uysal (1996)Formica, S., & Uysal, M. (1996). A market segmentation of festival visitors: Umbria jazz festival in Italy. Festival Management & Event Tourism, 3(4), 175-182. http://dx.doi.org/10.3727/106527095792232523. http://dx.doi.org/10.3727/10652709579223...	Excitement and enthusiasm, socialisation, entertainment, novelty of the event and family togetherness	Jazz festival, Umbria, Italy
Crompton and McKay (1997)Crompton, J. L., & McKay, S. L. (1997). Motives of visitors attending festival events. Annals of Tourism Research, 24(2), 425-439. http://dx.doi.org/10.1016/S0160-7383(97)80010-2. http://dx.doi.org/10.1016/S0160-7383(97)...	Cultural exploration, novelty/regression, equilibrium recovery, known-group socialisation, external socialisation, gregariousness	San Antonio Fiesta, USA
Faulkner et al. (1999)Faulkner, B., Fredline, E., Larson, M., & Tomljenovic, R. (1999). A marketing analysis of Sweden’s Storsjoyran music festival. Tourism Analysis, 4, 157-171.	Local culture/identity, novelty/enthusiasm, partying, local attractions, socialisation, known-group socialisation, auxiliary activities	Festival of Rock Music, Storsjӧyran, Sweden
Nicholson and Pearce (2001)Nicholson, R. E., & Pearce, D. G. (2001). Why do people attend events: A comparative analysis of visitor motivations at four South Island events. Journal of Travel Research, 39(4), 449-460. http://dx.doi.org/10.1177/004728750103900412. http://dx.doi.org/10.1177/00472875010390...	Specific motivations, entertainment, escape, variety, novelty/uniqueness of the event, family and socialisation	New Zealand Gold Guitar Awards, New Zealand
Bowen and Daniels (2005)Bowen, H., & Daniels, M. (2005). Does the music matter? Motivations for attending a music festival. Event Management, 9(3), 155-164. http://dx.doi.org/10.3727/152599505774791149. http://dx.doi.org/10.3727/15259950577479...	Discovery, music, enjoyment	Fairfax Music Festival, Fairfax, Virginia, USA
McMorland and MacTaggart (2007)McMorland, L., & MacTaggart, D. (2007). Traditional Scottish music events: Native Scots attendance motivations. Event Management, 11(1), 57-69. http://dx.doi.org/10.3727/152599508783943246. http://dx.doi.org/10.3727/15259950878394...	Enjoyment of the entertainment, supporting Scottish music, relaxation	Traditional Scottish Musical Events, Scotland
Gelder and Robinson (2009)Gelder, G., & Robinson, P. (2009). A critical comparative study of visitor motivations for attending music festivals: A case study of Glastonbury and V festival. Event Management, 13(3), 181-196. http://dx.doi.org/10.3727/152599509790029792. http://dx.doi.org/10.3727/15259950979002...	Socialisation, music, novelty, general entertainment, escape from everyday life and cultural exploration	Glastonbury Festival, UK
Pegg and Patterson (2010)Pegg, S., & Patterson, I. (2010). Rethinking music festivals as a staged event: Gaining insights from understanding visitor motivations and the experiences they seek. Journal of Convention & Event Tourism, 11(2), 85-99. http://dx.doi.org/10.1080/15470141003758035. http://dx.doi.org/10.1080/15470141003758...	Friends/family, love of country music, business/professional reasons, country music awards, I always wanted to attend, opportunity to meet stars, annual holidays, line dancing	Tamworth Country Music Festival, Tamworth, Australia
Blešić et al. (2013)Blešić, I., Pivac, T., Stamenković, I., & Besermenji, S. (2013). Motives of visits to ethno music festivals with regard to gender and age structure of visitors. Event Management, 17(2), 145-154. http://dx.doi.org/10.3727/152599513X13668224082387. http://dx.doi.org/10.3727/152599513X1366...	Perception and learning of the festival, exploration of the programme, atmosphere of the festival, psychophysical well-being and socialisation	Dragačevo Trumpet Festival, Serbia
Elliott and Barron (2015)Elliott, C., & Barron, P. (2015). Escape to Mayhem? Toward an understanding of attendees’ motivations at a heavy metal festival. In: T. M. Karalainen, & K. Karki (Eds.), Modern heavy metal: Markets, practices and cultures (pp. 38-45). Aalto University School of Business.	Experience events, curiosity for events, socialisation, escape and to support the band	Download Festival, Heavy Metal Festival, UK
Kruger and Saayman (2017)Kruger, M., & Saayman, M. (2017). Segmenting beyond behavioural intentions: Fine tuning music festival visitors’ music appreciation. International Journal of Event and Festival Management, 8(2), 204-223. http://dx.doi.org/10.1108/IJEFM-09-2016-0064. http://dx.doi.org/10.1108/IJEFM-09-2016-...	Fun and dancing, novelty, emotion, group identity, entertainment, lifestyle, well-being, travel and escape	H2O South African Festival of Electronic Music, South Africa
Vinicombe and Sou Pek (2017)Vinicombe, T., & Sou Pek, U. J. (2017). Socialization or genre appreciation: The motives of music festival participants. International Journal of Event and Festival Management, 8(3), 274-291. http://dx.doi.org/10.1108/IJEFM-05-2016-0034. http://dx.doi.org/10.1108/IJEFM-05-2016-...	Music, socialisation, escape, cultural exploration	MIMF Classic Music Festival, Macao
Perron-Brault et al. (2020)Perron-Brault, A., de Grandpré, F., Legoux, R., & Dantas, D. C. (2020). Popular music festivals: An examination of the relationship between festival programs and attendee motivations. Tourism Management Perspectives, 34, 1-11. http://dx.doi.org/10.1016/j.tmp.2020.100670. http://dx.doi.org/10.1016/j.tmp.2020.100...	Favourite artists, star performers, musical discoveries, socialization and entertainment, escape and tourism, family conviviality	Six popular music festivals in Quebec, Canada

*Variable*		*Number*	%
Gender	Men	61	44.9
Gender	Women	75	55.1
Age	19-24	25	18.4
	25-29	30	22.1
	30-34	47	34.6
	>34	34	25
Civil/marital status	Single	100	73.5
	Married	24	17.6
	Other	12	8.8
Education	Less than high / secondary school	18	13.2
	High / secondary school diploma / professional training	48	35.3
	University	70	51.5
Occupation	Full-time worker	78	57.4
	Student	26	19.1
	Retired	17	12.5
	Part-time worker	15	11

*Variable*		*Number*	%
Quantity of festivals	1	27	19.9
	2	41	30.1
	3	23	16.9
	4 or more	45	33.1
Which festivals	Medusa	19	14
	Arenal Sound	19	14
	Viña Rock	21	15.4
	Les Arts	17	12.5
	Others	60	44.1
First time	Yes	48	35.3
First time	No	88	64.7
Who did you go with?	Friends	74	54.4
	Partner	15	11
	Friends and partner	30	22.1
	Others	17	12.5
Ticket type	Day	24	17.6
	Several days	50	36.8
	Several days camping	52	38.2
	VIP	10	7.4

*Variable*		*Number*	%
Festivals	1	89	65.4
	2	33	24.3
	3	14	10.3
Which festival	I’m Staying At Home (Yo Me Quedo En Casa) Festival	42	30.9
	Quarantine Fest	27	19.9
	Tomorrowland/Around the World	10	7.4
	Others	57	41.9
First time	Yes	120	88.2
First time	No	16	11.8
Who did you go with?	Family	16	11.8
	Friends	17	12.5
	Partner	42	30.9
	Alone	61	44.9
Did you watch everything?	Yes	9	6.6
	No, only some	115	84.6
	No, only one artist	12	8.8

*Items*	F1	F2	F3	F4	F5
To listen to and support my favourite artists	.852
I was attracted by the advertising poster	.839
To listen to live music	.785
To know more about my favourite artists	.659
To meet people		.825
I like to mix with people with similar interests		.769
I enjoy the crowds at festivals		.563
Attending music events is part of my life		.517
It’s stimulating and exciting			.770
Fun and entertainment			.693
To escape from the pressures of everyday life			.667
To have a change from my daily routine			.648
Curiosity				.778
To be part of a unique event				.600
To experience new, different things				.505
To spend time with friends and family					.749
I enjoy watching and doing a variety of things					.573

*Items*	F1	F2	F3	F4
Attending music events like these is part of my life	.769
I enjoy watching and doing a variety of things	.715
It’s stimulating and exciting	.653
Partying and fun	.587
To experience new, different things	.579
I like to connect with people with similar interests		.806
To be part of a unique event		.726
To meet people		.640
I enjoy the crowds at festivals		.531
To listen to and support my favourite artists			.865
I was attracted by the advertising poster			.836
To listen to live music			.655
To know more about my favourite artists			.509
To have a change from my daily routine				.702
To escape from the pressures of everyday life				.662

Hypothesis	Standardised Beta	t-value (bootstrapping)	Result
H1a: Perceived value → Behavioural intentions	.36*	5.35	Supported
H2b: Perceived value → Satisfaction	.62*	11.01	Supported
H3c: Satisfaction → Behavioural intentions	.46*	0.72	Supported

Hypothesis	Standardised Beta	t-value (bootstrapping)	Result
H1a: Perceived value → Behavioural intentions	.51*	6.12	Supported
H2b: Perceived value → Satisfaction	.82*	29.01	Supported
H3c: Satisfaction → Behavioural intentions	.34*	3.58	Supported

Hypothesis	Dif. Standardised Beta (live-online)	t-value (bootstrapping)
H1ab: Perceived value → Behavioural intentions	-.15	1.42
H2ab: Perceived value → Satisfaction	-.20	3.26*
H3ab: Satisfaction → Behavioural intentions	.12	1.04

[1] Responsible editor:

Prof. Francisco José Liébana

Brasil

Brasil

Live and online music festivals in the COVID-19 era: analysis of motivational differences and value perceptions

Abstract

Purpose

Theoretical framework

Design/methodology/approach

Findings

Practical & social implications of research

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