THE ROLE OF CONSUMER SELF-CONCEPT IN MARKETING FESTIVALS

被引:26
|
作者
Gration, David [1 ,2 ]
Raciti, Maria [1 ]
Arcodia, Charles [2 ]
机构
[1] Univ Sunshine Coast, Fac Business, Sippy Downs, Qld 4556, Australia
[2] Univ Queensland, Sch Tourism, St Lucia, Qld, Australia
关键词
Festivals; self-concept; tourists; consumer behavior; CONSUMPTION; CONGRUITY; BEHAVIOR; TOURISM; LEISURE; PLACE;
D O I
10.1080/10548408.2011.603631
中图分类号
F [经济];
学科分类号
02 ;
摘要
Self-concept is an important yet underresearched aspect of the consumer behavior of the tourist/festivalgoer. Self-concept is explored via on-site focus groups at the Woodford Folk Festival in Queensland, Australia. Findings suggest that "festivalgoers" actively disassociate themselves from the "tourist" tag in reaction to its perception as a less authentic participation and potentially negative impact on social self-image. This qualitative study proposes that based on the findings, further research into self-concept and festivals is justified in terms of its potential to better focus on the provision of marketing messages that more closely align with festivalgoers ideal self-image and ideal social self-image.
引用
收藏
页码:644 / 655
页数:12
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