The Perceived Value of Virtual Music Festivals Amid Covid-19
(A2021-94322)

AUTHORS

KAYLA SAMARTIN, University of North Carolina Wilmington; Martina Gallarza, University of Valencia; BERTA TUBILLEJAS-ANDRÉS, UNIVERSIDAD DE VALENCIA

ABSTRACT

Virtual Music Festivals (VMFs) can play an important role in the new post-pandemic era as an emerging alternative to traditional festivals. Guided by the theory of intra and inter-variable perspective on perceived value, this study aims to investigate the value dimensions of VMFs in a multidimensional way (intra-variable), as well as effects on loyalty (inter-variable). A combined qualitative-quantitative approach was followed: focus group with festivals’ attendees for determining positive and negative dimensions and survey questionnaires (n=246). Results through PLS-SEM confirm a value structure of VMF’s perceived value as a third-order model. Findings demonstrated that the Virtual Music Festival experience coheres with the perceived value as a trade-off between benefits and costs. Furthermore, the perception of value intensifies the loyalty behavior in VMFs. This study enriches festivals consumption literature and provides new insights for a better understanding of festivals’ attendees decision-making processes amid Covid-19.