Affiliation:
1. Department of Hospitality, Events, Aviation and Tourism, University of Sunderland, Sunderland, UK
Abstract
This article seeks to better understand the solo eventgoer experience at UK music events. There is an established market of solo consumption in general and a growing trend of eventgoer's choosing to attend music events alone. Fifteen in-depth qualitative interviews were conducted with
solo eventgoers. Data analysis has identified that while solo eventgoers attend alone, socializing remains important. Eventgoers escape from existing social ties, which enables a deeper immersive experience. Overcoming the barrier of attending alone provides opportunities for freedom and flexibility
in the experience. Overall, the study provides insights for event managers in the design and management of music event experiences for their solo attendees. Moreover, this article has theoretical implications in that the case of the solo eventgoer has not been critically explored in the events
management literature.
Subject
Marketing,Tourism, Leisure and Hospitality Management,Business and International Management