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EMAC 2020 Annual Conference

Motivations for sharing experiences at music festivals

Published: May 27, 2020


Tamás Iványi, Budapest University Of Technology and Economics


customer motivations; festival tourism; generation Z


For Generation Z (born after 1995) tourism during the summer usually means visiting festivals (especially music festivals). The aim of the paper is to understand experience sharing in case of these festivals and what are the main motivations of sharing experience. Based on the literature review a quantitative primary research was performed. The data was collected via online structured questionnaire, factor and cluster analysis were used to interpret the acquired data. As a result three different groups of the Hungarian youngsters visiting music festivals were formed. For them sharing experience provides different values: some only create memories for themselves, some try to create valuable content that help others and some want to be a social media celebrity. Knowing how these groups use social media to share experience and how they gather information before decision and travelling are key factors for the marketing managers to use an efficient communication method with each group.


Supported by the ÚNKP-19-3 New National Excellence Program of the Ministry for Innovation and Technology.