| dc.description.abstract | This study aims to investigate the impact of attending a music festival on an attendee's
perception of the host destination and their intention to revisit, within the context of Vietnam.
Predicting attendee behavior intentions has long been a key focus for both academic
researchers and festival organizers. Research has revealed the significant influence of the
festival environment, including the venue and facilities, positive interactions with festival
personnel and vendors, and the surrounding elements of the musical performance on attendee
satisfaction and future behavior. This study delves into the effects of four key factors - venue,
services, core product, and safety - on how attendees perceive their satisfaction with music
festivals in Vietnam. It also examines how this satisfaction relates to their perception of the
destination and their intention to return.
The research primarily utilized a quantitative approach, involving a range of statistical tests,
from assessing Cronbach's alpha and conducting Exploratory Factor Analysis (EFA) to
performing Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM)
testing. The study's primary participants were individuals who had combined travel
experiences with attendance at music festivals in Vietnam, with a sample size of 300
respondents. Data collection was carried out through structured questionnaires. The findings
suggest that attendees who experienced satisfaction with the festival were more likely to have
a positive impression of the destination and expressed a greater intention to return in the
future.
The results of this research can serve as a valuable reference for the Vietnam National
Administration of Tourism (VNAT), shedding light on the positive impact that music
festivals can have on local and regional tourism. This, in turn, can further promote tourism
initiatives driven by music festivals. | en_US |
