UNDERSTANDING INTERNAL CONNECTIONS OF MUSIC FESTIVALS’ EXPERIENCE DIMENSIONS

Purpose – For Generation Z (born after 1995) tourism during the summer usually means visiting festivals (especially music festivals) or seeking for extraordinary experiences. For them, the classical tourist attractions are not satisfying and interesting anymore. The aim of the paper is to examine experience factors based on models from the literature review and understand the internal connections among the experience dimensions in the case of music festivals in Hungary. Design / Methodology / Approach – For testing the suggested model based on the literature review and previous researches, a quantitative primary research was conducted. A structured questionnaire was used focusing on five factors of experience economy in case of Hungarian music festivals. The data was collected by an online survey via LimeSurvey, and PLS-SEM path analysis was used to interpret the acquired data. Findings – As a result of the quantitative research significant connection appear among the five experience factors in the field of festivals like other previous researches suggested in other fields. Education, entertainment and escapism experience can be built on aesthetics and economic value – the fifth experience factor – can be built on these four factors. Originality of the research – Knowing how experience factors are based on each other and how they can influence each other is an important factor for festival managers to create an optimal and balanced mix of experience for visitors. By achieving this memorable experience and long lasting memories of the event can be reached