Title

Beyond the Lineup: An Exploration of Consumer Loyalty at Bonnaroo Music & Arts Festival

Date of Award

5-2021

Degree Type

Honors College Thesis

Academic Program

Media and Entertainment Arts BS

Department

Mass Communication and Journalism

First Advisor

Paul Linden, Ph.D.

Second Advisor

Melinda McLelland, Ph.D.

Advisor Department

Mass Communication and Journalism; Marketing and Fashion Merchandising

Abstract

The rise of the Internet and the accelerated technological changes associated with the creation of the Internet have led to a restructuring of business structures in the music industry. These changes in technology coupled with changes in consumer preferences have led to a rise in the popularity and profitability of the live music sector, and specifically music festivals. The market for music festivals is becoming more saturated, and festival organizers are having to find new and distinct ways to differentiate their offerings. In order to maintain competitive positioning in a progressively saturated market, festival organizers must rely on differentiation and be aware of motivations behind consumer purchasing preference and overall festival loyalty. Previous studies have analyzed festival attendee motivations and loyalty behaviors, but this study seeks to understand these aspects of consumer behavior in the context of music festivals specifically. In this study, research was conducted on attendees of Bonnaroo Music & Arts Festival by gathering data through an online survey. The study aims to determine if festivalscape factors are significantly related to attendee motivations and loyalty behaviors, and the study also segments attendees based on ticket type to determine if festivalscape factors impact different types of ticketholders in different ways. The results of this study indicate that the festivalscape of music festivals is significantly related to both motivation and loyalty, and while the festivalscape did not affect ticketholders in different ways, this study presents a new method of segmenting music festival attendees based on ticket type.

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