The role of consumer self-concept in marketing festivals

Gration, David, Raciti, Maria and Arcodia, Charles (2011) The role of consumer self-concept in marketing festivals. Journal of Travel and Tourism Marketing, 28 6: 644-655. doi:10.1080/10548408.2011.603631


Author Gration, David
Raciti, Maria
Arcodia, Charles
Title The role of consumer self-concept in marketing festivals
Journal name Journal of Travel and Tourism Marketing   Check publisher's open access policy
ISSN 1054-8408
1540-7306
Publication date 2011
Sub-type Article (original research)
DOI 10.1080/10548408.2011.603631
Volume 28
Issue 6
Start page 644
End page 655
Total pages 12
Place of publication Philadelphia, PA, U.S.A.
Publisher Routledge
Collection year 2012
Language eng
Formatted abstract
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 theWoodford 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.
Keyword Consumer behavior
Festivals
Self-concept
Tourists
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2012 Collection
UQ Business School Publications
 
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Citation counts: TR Web of Science Citation Count  Cited 6 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 11 times in Scopus Article | Citations
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Created: Thu, 29 Sep 2011, 21:49:51 EST by Dr Charles Arcodia on behalf of School of Tourism