Multidimensional Analysis of Predictors of Behavioral Intentions in Music Festivals Using Environmental Psychology

Abstract

Although scholars agree that the festival experience is multidimensional, there is still no consensus in terms of the dimensions of quality and perceived value, being the analysis of the utilitarian and sociopsychological perspectives of value in the musical context insufficient. This study uses a multidimensional analysis to investigate the predictors of attendees' behavioral intentions at an International Festival which is held annually since the year 2008. To this end, the article begins with festival quality, using perceived value and satisfaction as intermediate constructs, which are antecedents of behavioral intentions. The results show a positive impact of festival quality on the perceived value and a direct relationship between satisfaction and loyalty. The relationship between value and satisfaction was significant for only two of the dimensions (functional and emotional value). This knowledge is necessary to implement effective strategies to improve festival experiences and satisfy attendees' musical, artistic, psychological, and social needs.