Conference paper
Festival Consumers Rejection of the 'Tourist' Tag: Application of Self-Concept Theory
Proceedings of the Global Events Congress IV, pp.1-16
Global Events Congress IV: Festivals & Events Research: State of the Art. Incorporating the 8th AEME Events Management Educators' Forum, 2010 (Leeds, United Kingdom, 14-Jul-2010–16-Jul-2010)
UK Centre for Events Management
2010
Abstract
Self-concept is an important yet under-researched aspect of the consumer behaviour of the tourist/festival-goer. This being the case, we set out to gain a greater understanding of festival consumer self-concept in their dual role as 'festival-goer' and 'tourist'. In this study, self-concept is explored via on-site focus groups involving 23 festival-goers over a four day period at the 2008/09 Woodford Folk Festival (WFF) in Queensland Australia. Findings suggest that 'festival-goers' actively disassociate themselves from the 'tourist' tag in reaction to its perception as a less authentic level of participation. This disassociation aligns with the concept of 'public/private' faces identified in self-concept literature. This study proposes that based on the findings further research into self-concept in a festival context is justified in terms of its potential to better focus on the provision of marketing messages that more closely align with festival-goers ideal self-image and ideal social self-image.
Details
- Title
- Festival Consumers Rejection of the 'Tourist' Tag: Application of Self-Concept Theory
- Authors
- David Gration (Author) - University of the Sunshine Coast - Faculty of BusinessMaria Raciti (Author) - University of the Sunshine Coast - Faculty of BusinessC Arcodia (Author) - University of Queensland
- Publication details
- Proceedings of the Global Events Congress IV, pp.1-16
- Conference details
- Global Events Congress IV: Festivals & Events Research: State of the Art. Incorporating the 8th AEME Events Management Educators' Forum, 2010 (Leeds, United Kingdom, 14-Jul-2010–16-Jul-2010)
- Publisher
- UK Centre for Events Management
- Date published
- 2010
- Organisation Unit
- School of Business and Creative Industries; Indigenous and Transcultural Research Centre; University of the Sunshine Coast, Queensland; USC Business School - Legacy; Sustainability Research Cluster
- Language
- English
- Record Identifier
- 99450002102621
- Output Type
- Conference paper
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