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
Copyright Status
Unknown
Copyright Date
2015-07-13
Publication Version
Post-print
Rights
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
College
Rosen College of Hospitality Management
Location
Rosen College of Hospitality Management
STARS Citation
Rivera, Manuel; Semrad, Kelly; and Croes, Robertico, "The five E's in festival experience in the context of Gen Y: Evidence form a small island destination" (2015). Faculty Scholarship and Creative Works. 495.
https://stars.library.ucf.edu/ucfscholar/495
