consumer attraction or loyalty: the perception of relational marketing actions of a music festival by its organizers and by its audience

Conquête ou fidélisation: la perception des stratégies relationnelles d’un festival de musiques actuelles par ses organisateurs et par son public

Damien Chaney ()
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Damien Chaney: Groupe ESC Troyes en Champagne

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Abstract: Music festivals, just like any other branches of industry, are facing an increasing competition which necessarily brings the organizers to create a closer relationship with the consumer. However, music festivals must deal with a certain number of factors decreasing the possibilities of developing a stable relationship between the consumer and the people who organize the festival. A qualitative methodology is used in this article in order to compare the managers' point of view of an important subsidized French festival, Les Euroc- kéennes in Belfort, with its consumers' point of view. The article shows how the relational strategy of a festival can be organized around a community in coherence with its status..

Keywords: Relational marketing; music festival; consumer loyalty; subsidy; community.; Marketing relationnel; festival de musiques actuelles; fidélité; subventionnement; communauté. (search for similar items in EconPapers)
Date: 2011-07
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Published in Décisions Marketing, 2011, 63, pp.49-59

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02483492

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