THE MECHANISM OF LINKAGES BETWEEN ONLINE COMMUNITY PARTICIPATION AND FESTIVAL ATTENDANCE: A CASE STUDY OF A CHINESE MUSIC FESTIVAL

被引：4
|
作者：
Lei, Weng Si [1 ]
Li, Chun Chen [2 ]
机构：
[1] Macao Inst Tourism Studies, Macau, Peoples R China
[2] Curator Wine & Hospitality, Shenzhen, Peoples R China
来源：
EVENT MANAGEMENT | 2021年 / 25卷 / 01期
关键词：
Music festival; Social media; Festival motivation; China; SOCIAL MEDIA; EXPERIENCES; FACEBOOK;
D O I：
10.3727/152599520X15894679115457
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Online social network participation, and its impacts on festival attendees' motivation, have been investigated in previous studies. However, the results have been inconclusive. Social network participation motives have also been researched but have mostly been limited to Facebook and other social media from the West. Social media participation motives in the East, for example in China, and its causes and effects on music festival attendance have remained underexplored. This study adopted a qualitative approach, using semistructured interviews and netnography to empirically examine the connection between online social network participation and music festival attendance. Data collection included using netnography to explore a music festival social network chat group (online community) and then conducting in-depth interviews with festival attendees who were active members of the online community. The study sheds new light on festival attendees' motives for online social network participation, a plausible mechanism and model to explain how an online music festival community sustains and connects its old and new members.
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页码：27 / 40
页数：14
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