The Influence of Festivalscape Components on Festivalgoers’ Memorable Experience: A Case Study of the Cat Expo Music Festival
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Abstract
Music festivals are increasingly popular in Thailand. As a result, organizers must understand how to provide their visitors with a memorable experience. The purposes of this research paper were to 1) examine the festivalscape components for the music festival and 2) examine the festivalscape components that influenced the memorable experiences of the music festival participants. This is a quantitative study. A questionnaire was utilized to collect data by convenient sampling. The sample consisted of 389 attendees at the 8th annual Cat Expo music festival. The data was analyzed using descriptive statistics. Exploratory factor analysis and multiple regression analysis. According to the findings, four festivalscape components were characterized as follows: 1) facilities and atmosphere, 2) program and information, 3) on-stage entertainment, and 4) souvenirs and activities. The study of the influence of festivalscape components on participants' memorable experiences discovered that program and information had the greatest influence on music festival participants' memorable experiences, followed by on-stage entertainment, souvenirs and activities, and convenience and atmosphere, respectively. The study findings will contribute in the development of a music festival format that will provide attendees with a memorable experience.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสาร สักทอง : วารสารมนุษยศาสตร์และสังคมศาสตร์ สถาบันวิจัยและพัฒนา มหาวิทยาลับราชภัฏกำแพงเพชร
ข้อคิดเห็นใดๆ ที่ปรากฎในวารสารเป็นวรรณกรรมของผู้เขียนโดยเฉพาะ ซึ่งมหาวิทยาลัยราชภัฏกำแพงเพชรและบรรณาธิการไม่จำเป็นต้องเห็นด้วย
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