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THE INFLUENCE of MUSIC FESTIVAL EXPERIENCE on DESTINATION IMAGE and FESTIVAL IMAGE by Matthew C Mosley

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THE INFLUENCE of MUSIC FESTIVAL EXPERIENCE on DESTINATION IMAGE and FESTIVAL IMAGE by Matthew C Mosley THE INFLUENCE OF MUSIC FESTIVAL EXPERIENCE ON DESTINATION IMAGE AND FESTIVAL IMAGE by Matthew C Mosley A Dissertation Submitted to the Faculty of Purdue University In Partial Fulfillment of the Requirements for the degree of Doctor of Philosophy School of Hospitality and Tourism Management West Lafayette, Indiana August 2019 2 THE PURDUE UNIVERSITY GRADUATE SCHOOL STATEMENT OF COMMITTEE APPROVAL Dr. Jonathon Day, Co-Chair School of Hospitality and Tourism Management Dr. Xinran Lehto, Co-Chair School of Hospitality and Tourism Management Dr. Barbara Almanza School of Hospitality and Tourism Management Dr. Susan Gordon School of Hospitality and Tourism Management Approved by: Dr. Jonathon Day Head of the Graduate Program 3 Dedication To my amazing wife without whom this would not have been possible. 4 ACKNOWLEDGMENTS “Once in a while you get shown the light, in the strangest of places if you look at it right” – R.Hunter I am grateful beyond measure to the following: Dr. Robby Roberson, thank you for helping me find my point of reference. Dr. Amanda (Micheel) Bies, my endurance partner in crime, Dr. Susan Gregory (Michigan Mom), Dr. Jonathon Day, Dr. Xinran Lehto, Dr. Susan Gordon, Dr. Barbara Almanza, Dr. Katie (Yoonkyung) Hur, Hong Soon Kim, Dr. Suh-Hee Choi, Rachel G. Crews, Ayrielle Davis Espinosa, Dr Stephen Leitch, Dr Georgia Crews, Don Behrend, Jason Young, Doug Esper, Jeff and LaVay Mosley, Travis and Amy Mosley, Chad and April Mosley, Heather and Jonathon Lewis, Jan Ogden, Sarahanne Wright Nelson, Drew Nelson, Jinkyung Choi, Alice Boss, Eli Rothrock, Zachary and Rachel Jones, Matthew Rasmussen, Ryan Carle, Ryan and Renee Lu, John Bailly, Skylar Hanson, Will Vallarino, Nelly Farmer, Bruce Goad, Kevin (Chevin) Bordelon, Seul Ki Lee, Chris Bies, Fangjia Lu, Howard and Marta Adler, Wai and Elsa Chin, Greg and Diana Sheldon, Firoz and Dharmi Desai and Tingting Duan. As well as all the people who have come and gone from Purdue since I started this journey. Life for me tends to revolve around music, in that spirit I would like to thank the following bands for contributing to the soundtrack by which this paper was written: AC/DC, Beastie Boys, Buddy Guy, Muse, The Heavy, John Prine, Aslan, Metallica, Faith No More, Bob Seger, Iron Maiden, Cement, The Clash, Pink Floyd, Leonard Cohen, P-Funk, Red Empire and that little ol dirt band from Texas ZZ Top. A special thanks to Dr John Brown from IU Methodist Hospital Indianapolis Cardiology. Without his expertise I wouldn’t be here. 5 TABLE OF CONTENTS LIST OF TABLES ......................................................................................................................9 LIST OF FIGURE ..................................................................................................................... 10 ABSTRACT ............................................................................................................................. 11 CHAPTER 1 INTRODUCTION ............................................................................................... 12 Significance of the Study....................................................................................................... 12 Music Festivals ..................................................................................................................... 13 Blues Music Festival ......................................................................................................... 13 Conceptual Framework ......................................................................................................... 14 Research Approach ............................................................................................................... 15 Research Question and Hypothesis ........................................................................................ 15 Definitions ............................................................................................................................ 17 Dissertation Structure ............................................................................................................ 18 CHAPTER 2 LITERATURE REVIEW .................................................................................... 19 Festival and Events ............................................................................................................... 19 Festivals ............................................................................................................................ 20 Festival Attendees ............................................................................................................. 21 Festival Research Threads ............................................................................................. 21 Music Festivals ..................................................................................................................... 23 Blues Festivals .................................................................................................................. 24 Music Festival Experience ................................................................................................. 25 Services ......................................................................................................................... 26 Core Product.................................................................................................................. 26 Venue ............................................................................................................................ 26 Safety ............................................................................................................................ 27 Satisfaction ........................................................................................................................... 28 Satisfaction ........................................................................................................................ 28 Festival Satisfaction........................................................................................................... 28 Measures of Experience and Satisfaction ........................................................................... 30 6 SERVQUAL ................................................................................................................. 30 SERVPERF ................................................................................................................... 31 FESTPERF .................................................................................................................... 32 Image .................................................................................................................................... 35 Destination Image.............................................................................................................. 36 Chicago Blues Music Image ...................................................................................... 37 Destination Image Creation ........................................................................................... 38 Festival Image ................................................................................................................... 40 Measuring Destination and Festival Image ........................................................................ 40 Loyalty and Return Intention ................................................................................................. 42 Destination Loyalty ........................................................................................................... 43 Festival Loyalty ................................................................................................................. 44 Return Intention................................................................................................................. 45 Research Model .................................................................................................................... 47 CHAPTER 3 METHODOLOGY .............................................................................................. 49 Instrumentation ..................................................................................................................... 49 Likert-Scale Data .................................................................................................................. 50 Festival Experience ........................................................................................................... 50 Satisfaction ........................................................................................................................ 51 Image ................................................................................................................................ 52 Return Intention................................................................................................................. 52 Sociodemographics............................................................................................................ 53 Research Procedures ............................................................................................................. 53 Participants and Study Setting ............................................................................................... 54 Chicago Blues Festival .......................................................................................................... 54 Broad Street Blues and BBQ Festival ...................................................................................
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