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Tourist-to-Tourist Interaction at Festivals: A Grounded Theory Approach

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  • Huan Sun

    (School of Economics and Commerce, South China University of Technology, Guangzhou 510006, China)

  • Shaofeng Wu

    (School of Tourism, Hunan Normal University, Changsha 410006, China)

  • Yanning Li

    (School of Hospitality and Tourism Management, University of Surrey, GU2 7XH Guildford, UK)

  • Guangquan Dai

    (School of Economics and Commerce, South China University of Technology, Guangzhou 510006, China)

Abstract

Although neglected in previous studies, tourist-to-tourist interaction (TTI) is a core part of festival experience. It is widely acknowledged that interactions between tourists significantly influence behavioral reactions such as desire to stay, satisfaction, and loyalty, which are important for tourism destination marketing. This study used grounded theory to obtain insights into onsite interactions between tourists and to propose a conceptual model of TTI on the Midi Music Festival in China. The model constitutes the types, drivers, and influence of TTI. Compared with mutual assistance and conflict, entertainment interaction plays an essential role in the overall evaluation of the festival experience. Individual characteristics are the internal drivers of interactions between tourists. Environmental elements including the festivalscape and social festivalscape are influential exogenous factors. Additionally, spatial locations of tourists at the venue play mediating roles between the driving elements and TTI. Since entertainment incidents construct the essential part of onsite interactions at festivals, managers can shape the atmosphere to encourage tourists to engage in interactive entertainment with others tourists. This should improve participants’ overall evaluations of the festival experience as well as the sustainable development of destinations where festivals are held.

Suggested Citation

  • Huan Sun & Shaofeng Wu & Yanning Li & Guangquan Dai, 2019. "Tourist-to-Tourist Interaction at Festivals: A Grounded Theory Approach," Sustainability, MDPI, vol. 11(15), pages 1-15, July.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:15:p:4030-:d:251742
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    5. Jing Li & Guangquan Dai & Jinwen Tang & Ying Chen, 2020. "Conceptualizing Festival Attractiveness and Its Impact on Festival Hosting Destination Loyalty: A Mixed Method Approach," Sustainability, MDPI, vol. 12(8), pages 1-17, April.
    6. Xiubai Li & Jinok Susanna Kim & Timothy J. Lee, 2021. "Contribution of Supportive Local Communities to Sustainable Event Tourism," Sustainability, MDPI, vol. 13(14), pages 1-12, July.
    7. Jung-Jung Chang & Ruey-Feng Chen & Chia-Li Lin, 2022. "Exploring the Driving Factors of Urban Music Festival Tourism and Service Development Strategies Using the Modified SIA-NRM Approach," Sustainability, MDPI, vol. 14(12), pages 1-27, June.
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