Visitor Motivations and Barriers for Sustainable Music Festival Tourism: The Case of Street Mode & Reworks Festivals

Antecedents and outcomes of the consumer-based brand equity of events and its importance for destinations: the case of Portuguese music festivals

“…The impact of festivals on destinations is becoming recognized and the research in this area is growing (Pavlukovic et al ., 2017). However, how the effects of an event are transferred to a destination remain largely unexplored (Georgoula et al ., 2021). Our results suggest that CBBE may be the link for exploring this transfer of effects, since it combines the final evaluation of a combination of event outcomes: awareness, quality, event associations and loyalty (Marine-Roig et al ., 2017).…”

“…Although few studies have examined the role of brand equity in festival tourism (Kim et al ., 2018), Hernández-Mogollón et al (2018) have established a clear relationship and tested the effects of mega-events on destination image and intention to return. Music festivals and events bring people, business and prosperity to the places that host them (Georgoula et al ., 2021) and serve as a basis for marketing strategies to reshape image, positioning and rebrand destinations. Therefore, our results add further support to these events and their CBBE may make a significant contribution to the image and attractiveness of a destination and increase the tourists' willingness to return (Amorim et al ., 2020).…”

“…Therefore, it is important to determine the destination image when making strategic decisions in the area of marketing, because it is assumed that it results in a positive image of a destination (Çoban, 2013). Festivals and special events are being encouraged by public sector bodies as a positive form of local development: thus, the need for a deeper understanding of the contribution of events to regional development, place marketing and place-identity has emerged (Georgoula et al ., 2021). That's why a more thorough knowledge of festivals is very important to improve the services provided and increase loyalty to this type of event, as they are considered increasingly important elements of attractive destinations (Amorim et al ., 2020).…”

“…This study presents itself as innovative since it brings the CBBE of an event to the center of an investigation, showing how it helps transfer the effects of image, satisfaction and the experience of a festival to a destination image, the intention to revisit and the intention to recommend a place. As competition between festivals and destinations increases, the need for more in-depth knowledge on festivals and, specifically, the analysis of motivations for attending festivals and events has become imperative (Georgoula et al ., 2021). This investigation is based on cross-sectional data collected from a sample of 329 participants, 170 Portuguese and 159 foreigners, who attended two major festivals in Portugal: NOS Primavera Sound and NOS Alive Portugal.…”