Exploring the Driving Factors of Urban Music Festival Tourism and Service Development Strategies Using the Modified SIA-NRM Approach

Jung-Jung Chang, Ruey-Feng Chen and Chia-Li Lin
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Jung-Jung Chang: Department of International Business, Ming Chuan University, Taipei 111, Taiwan
Ruey-Feng Chen: Department of Travel Management, Hsing Wu University, New Taipei City 244, Taiwan
Chia-Li Lin: Graduate Institute of Adult Education, National Kaohsiung Normal University, Kaohsiung 802, Taiwan

Sustainability, 2022, vol. 14, issue 12, 1-27

Abstract: Urban music festivals play an important role in tourism. Festival tourism attracts fans and event participants from all over the world. They can contribute not only to the tourism industries but also to local and regional economic development. This study focuses on how urban music festival tourism can successfully attract tourist participation. It explores the service needs and the critical factors that affect tourists’ favorable participation decisions. The SIA (Satisfaction Importance Analysis) approach was applied to evaluate the service performance aspects/criteria for urban music festival tourism. The study used the NRM (Network Relation Map) approach to determine the acceptation paths. This study also provides sustainable development strategies and suitable development paths through the SIA-NRM approach. The findings of this study reveal the ranking of importance of service attributes and performance qualities perceived by tourists of urban music festivals. It provides recommendations to the music festival organizers and for local governments’ strategic directions, leading to successful music festival tourism.

Keywords: festival tourism; urban music festival events; sustainable development; Events Image; Events Experience; SIA-NRM (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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