Influencing Factors of Audience's Willingness to Consume of Outdoor Music Festival Based on Grounded Theory

Panqiang Niu, Zetong Li, Anang Masduki

Abstract


This paper adopts grounded theory to conduct an exploratory study on the influencing factors of outdoor music festival audience's willingness to consume. First, we used 'music festival' as the search keyword to collect secondary information such as blog posts, online pictures, and news reports related to outdoor music festivals. Then, based on the previous research and the author's experience, this paper conducted ten one-on-one in-depth interviews and a group interview with the Nanjing Forest Music Festival in China as the field research object. On this basis, the article performed word frequency analysis and semantic network analysis on the text data and obtained keywords with high frequency and the core words in focus. Finally, according to the triple coding results of the grounded theory, combined with the cognitive mediation model, a model of influencing factors of the audience's willingness to consume in outdoor music festivals is constructed

Keywords


outdoor music festival, grounded theory, willingness to consume, cognitive mediation model

Full Text:

PDF

References


Bai, L. (2022). 'Outrageous' music festival, starting from the rising price. https://baijiahao.baidu.com/s?id=1738339193921845614&wfr=spider&for=pc

Hudson, S., & Hudson, R. (2013). Engaging with consumers using social media: A case study of music festivals. International Journal of Event and Festival Management, 4(3), 206-223.

Wang, P. (2015). The influencing mechanism of social networks on new generation college students' travel willingness to consume. Shanghai Jiaotong University.

Gang-Hoan, J., Seung-Kuk, C., & Yong-Ho, N. (2005). Visitors' satisfaction about the cultural tourism festival: The mange traditional music festival 2003/2004. The Journal of the Korea Contents Association, 5(5), 191-201.

Wang, H. Y., Jiang, H. T., & Shi, L. (2019). The influence mechanism of outdoor music festival participants' experience and satisfaction on loyalty: Take Taihu midi music festival as an example. Regional Research and Development, 38(6), 103 -110.

Tkaczynski, A., & Rundle-Thiele, S. (1998). Understanding what really motivates attendance: A music festival segmentation study. Journal of Travel & Tourism Marketing, 30(6), 1-33.

Gu, H. M., & Wu, C. L. (2003). The influence of the evolution of China's income distribution structure on domestic tourism consumption. Tourism Journal, (2), 19-23.

Yang, R., & Bai, K. (2008). An empirical analysis on the influence of college students' tourism consumption behavior: A case study of college students in Xi'an. Human Geography, (5), 104-107.

Yang, Y. H. (2013). Tourism consumption behavior of 'post-90s' college students: Taking Anyang university as an example. Enterprise Economics, 32(1), 129-132.

Wang, Y., & Xu, D. Y. (2009). The influence of new holiday system on tourism consumption behavior: Based on the survey of leisure tourists in Hangzhou. Tourism Journal, 24(7), 48-52.

Strauss, A. L., & Corbin, J. M. (1990). Basics of qualitative research: Grounded theory procedures and techniques. Newbury Park, Calif: Sage Publications.

Chen, X. M. (1999). Thoughts and Methods of Grounded Theory. Educational Research and Experiment, (4), 58-63+73.

Sun, X. E. (2011). An example analysis of grounded theory in in-depth interview research. Journal of Xi'an Jiaotong University (Social Science Edition), 31(6), 87-92.

Charmaz, K. (2006). Constructing Grounded Theory: A practical guide through qualitative analysis. Sage Publications Ltd.

Eveland, W. P. (2001). The cognitive mediation model of learning from the news: Evidence from nonelection, off-year election, and presidential election contexts. Communication Research, 28(5), 571-596.

Lee, E. W. J., Shin, M., Kawaja, A., & Ho, S. S. (2016). The augmented cognitive mediation model: examining antecedents of factual and structural breast cancer knowledge among Singaporean women. Journal of Health Communication, 21(5), 583-592.

Damai. (2020). 2020 China national day performance survey. https://baijiahao.baidu.com/s?id=1680138018872554292&wfr=spider&for=pc.




DOI: http://dx.doi.org/10.24329/aspikom.v8i1.1239

Refbacks

  • There are currently no refbacks.


     

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

Web Analytics