The role of consumer self-concept in marketing festivals

David Gration; Maria Raciti; C Arcodia

doi:10.1080/10548408.2011.603631

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The role of consumer self-concept in marketing festivals

Journal article

Open access

Peer reviewed

The role of consumer self-concept in marketing festivals

David Gration, Maria Raciti and C Arcodia

Journal of Travel & Tourism Marketing, Vol.28(6), pp.644-655

2011

DOI: https://doi.org/10.1080/10548408.2011.603631

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Abstract

festivals

self-concept

tourists

consumer behaviour

Self-concept is an important yet underresearched aspect of the consumer behavior of the tourist/festivalgoer. Self-concept is explored via on-site focus groups at the Woodford Folk Festival in Queensland, Australia. Findings suggest that "festivalgoers" actively disassociate themselves from the "tourist" tag in reaction to its perception as a less authentic participation and potentially negative impact on social self-image. This qualitative study proposes that based on the findings, further research into self-concept and festivals is justified in terms of its potential to better focus on the provision of marketing messages that more closely align with festivalgoers ideal self-image and ideal social self-image.

Details

Title: The role of consumer self-concept in marketing festivals
Authors: David Gration (Author) - University of the Sunshine Coast - Faculty of Business
Maria Raciti (Author) - University of the Sunshine Coast - Faculty of Business
C Arcodia (Author) - University of Queensland
Publication details: Journal of Travel & Tourism Marketing, Vol.28(6), pp.644-655
Publisher: Routledge
Date published: 2011
DOI: 10.1080/10548408.2011.603631
ISSN: 1054-8408
Copyright note: Copyright © 2011 Taylor & Francis. The author's accepted version is reproduced here in accordance with the publisher's copyright policy. The definitive version is available http://www.tandfonline.com/
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: 99449623602621
Output Type: Journal article

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Collaboration types: Domestic collaboration
Web Of Science research areas: Hospitality, Leisure, Sport & Tourism

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