Title

The five E's in festival experience in the context of Gen Y: Evidence form a small island destination

Keywords

Generation Y; Cohort replacement; Music festival; Experience economy; Small island destination (SID)

Abstract

The purpose of this study is threefold. First, to test the experience economy framework in the context of a small island destination (SID) in order to determine if a music festival may be used as an experiential product to lure a cohort replacement. Second, to examine a music festival's experiential domains that may influence the overall experience of Generation Y (Gen Y) tourists. And, third to determine if the overall experience of Gen Y tourists who attend a music festival may predict their behavioral intentions to return to and recommend a SID. The study investigates whether a music festival may be used as an experiential attraction to draw the Gen Y market segment to a SID as a cohort replacement for the baby boomer generation. Structural equation modeling (SEM) is used to test the application of the experience economy framework to a generational cohort's behavioral intentions after the consumption of an experiential product in the context of a SID. The study suggests that in the case of Gen Y it may be necessary to reference economic value as part of the second-order construct for overall experience in order to predict future intentions.

Publication Date

1-1-2015

Original Citation

Rivera, M., Semrad, K., & Croes, R. (2015).The five E's in festival experience in the context of Gen Y: Evidence form a small island destination. Revista Española de Investigación en Marketing ESIC (REIMKE), 19(2), 95-106.

Number of Pages

95-106

Document Type

Paper

Language

English

Source Title

Revista Española de Investigación en Marketing ESIC

Volume

19

Issue

2

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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http://dx.doi.org/10.1016/j.reimke.2015.06.001

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