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Festival quality, self-connection, and bragging

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  • Gannon, Martin
  • Taheri, Babak
  • Olya, Hossein

Abstract

Festivals provide opportunities for experiential consumption, attracting both first-time and repeat visitors. However, current understanding of the perceptual and behavioural differences between these groups remains incomplete. This study investigates how experiential purchase quality influences experience self-connection and braggart word-of-mouth, for both first-time and repeat visitors, using a mixed-method approach. The qualitative (n = 32) and quantitative (n = 909) results together reveal that the combinations of experiential purchase quality dimensions stimulating experience self-connection and braggart word-of-mouth in repeat visitors differ significantly from those for first-time visitors, emphasising the need for festival managers to pay close attention to how different visitor groups perceive and prioritise experiential purchase quality dimensions. The findings thus extend current understanding of how braggart word-of-mouth emerges in an experiential consumption context.

Suggested Citation

  • Gannon, Martin & Taheri, Babak & Olya, Hossein, 2019. "Festival quality, self-connection, and bragging," Annals of Tourism Research, Elsevier, vol. 76(C), pages 239-252.
    • Handle: RePEc:eee:anture:v:76:y:2019:i:c:p:239-252
    DOI: 10.1016/j.annals.2019.04.014
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    6. Vlad Diaconescu & Ștefania Țuclea, 2020. "How Interested Young People Are In Film Festivals?," Cactus - The tourism journal for research, education, culture and soul, Bucharest University of Economic Studies, vol. 2(2), pages 46-54.
    7. Shuhua Yin & Chengzhou Fu & Guangquan Dai, 2023. "Exploring the Festival Attendees’ Experiences on Social Media: A Study on the Guangzhou International Light Festival," SAGE Open, , vol. 13(1), pages 21582440221, January.
    8. Mehran, Javaneh & Olya, Hossein GT., 2020. "Canal boat tourism: Application of complexity theory," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
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