Exploring the Driving Factors of Urban Music Festival Tourism and Service Development Strategies Using the Modified SIA-NRM Approach

Urban music festivals play an important role in tourism. Festival tourism attracts fans and event participants from all over the world. They can contribute not only to the tourism industries but also to local and regional economic development. This study focuses on how urban music festival tourism can successfully attract tourist participation. It explores the service needs and the critical factors that affect tourists’ favorable participation decisions. The SIA (Satisfaction Importance Analysis) approach was applied to evaluate the service performance aspects/criteria for urban music festival tourism. The study used the NRM (Network Relation Map) approach to determine the acceptation paths. This study also provides sustainable development strategies and suitable development paths through the SIA-NRM approach. The findings of this study reveal the ranking of importance of service attributes and performance qualities perceived by tourists of urban music festivals. It provides recommendations to the music festival organizers and for local governments’ strategic directions, leading to successful music festival tourism