MSc in Responsible Tourism Management | Altair Advisory Associate | Sustainability | Community Based Tourism Trainer | Educational Advisor
🇬🇧 This article outlines how Liverpool's new cultural project, ‘Discover A New Beat,’ aims to encourage visitors to immerse themselves in the city’s music scene. Music festivals, which are part of this programme, are undoubtedly a powerful way for a destination to showcase its rich musical heritage and engage locals in tourism. 🎶 Considering the increasing number of music festivals globally, it's helpful to consider how festival organisers can make efforts to ensure that attendees have a positive experience and are motivated to revisit. We all know how much work goes into organising music festivals- often by voluntary committees- so organisers must be empowered with the knowledge to make the festival the best it can possibly be! 💡 A recent study by Tan et al. (2023) examined how the fear of missing out (FOMO) affects the flow experience, festival satisfaction, and revisitation intention of attendees at a country music festival in Malaysia. 👇 Interesting findings from the study, which have practical implications for music festival organisers included: ✅ When an individual experiences ‘flow’, they are fully immersed and present within a situation and feel positive sensations. ✅ Working on developing visitor ‘flow’ is an essential consideration for event organisers, as when visitors experience ‘flow’, they are more likely to enjoy their experience and intend to revisit. Accordingly, this can contribute to the success and future sustainability of the event. 👇 Certain factors which contributed to a flow experience within the context of the music festival included: ✅ Skill performance - attendees’ perception towards the quality of the performances in music festival ✅ Ambience - developing a multisensory festival environment ✅ Self-congruity - attendees feeling as though the festival aligns with their values and interests ✅ Other consumers’ passion- being surrounded by fellow music lovers ✅ Consumer-to-consumer interaction - interacting with other attendees 💡 In this study, FOMO (fear of missing out) was repositioned as participants fearing to miss out on the same event they were attending. When festival participants reported high FOMO, the indirect effect of flow experience on revisit intention was higher than those with low FOMO. 👇 Implications for event organisers include: ✅ Leveraging FOMO to generate a sense of urgency and scarcity for prospective attendees. This may be achieved by offering time-limited discounts on social media, which may ignite a ‘fear of missing out.’ 👇 To develop a flow experience among attendees, organisers can: ✅ Use visuals and messages in promotional materials consistent with the target audience's self-image. ✅ Ensure that ambience is an essential aspect of the festival planning process and complements the festival theme (e.g. considering factors such as lighting, sound, and decor). ✅ Promote engagement between attendees by offering areas for people to mingle.
MSc in Responsible Tourism Management | Altair Advisory Associate | Sustainability | Community Based Tourism Trainer | Educational Advisor
9moKim-Lim Tan, Jie-Min Ho, Adriel K.S. Sim, Lance Dubos & Tat-Huei Cham (2023) Unlocking the secrets of Miri country music festival in Malaysia: a moderated-mediation model examining the power of FOMO, flow and festival satisfaction in driving revisiting intentions, Asia Pacific Journal of Tourism Research, 28:5, 416-432, DOI: 10.1080/10941665.2023.2245500