The Experiences of Participants that Influence their Engagement to Attending Music Festivals in Thailand

Abstract

The objective of this research is twofold: (1) to study the marketing mix factors (8P’s) that influence visitor engagement at music festivals in Thailand, and (2) to investigate the experiences of festival attendees that affect visitor engagement. This study is quantitative in nature, targeting residents of Thailand aged 16 and above who have attended music festivals in the country. The data collection tool used was an online questionnaire, with a total of 385 respondents. Statistical analysis included descriptive statistics such as frequency, percentage, mean, and standard deviation, as well as inferential statistics using multiple regression analysis or enter method. The findings reveal that 1) the marketing mix factors (8P’s) significantly affect the engagement of attending music festivals in Thailand at the 0.05 statistical significance level, consistent with the hypothesis, with a 44.8% explanation. The product aspect had the most significant impact, followed by the process aspect, and productivity and quality aspects, respectively. On the other hand, five variables did not significantly influence the engagement of attending music festivals in Thailand, which include price, place (distribution), promotion, people, and physical evidence. 2) The experiences of attendees significantly affect their engagement in attending music festivals at the 0.05 statistical significance level, consistent with the hypothesis, with a 54.1% explanation. Emotional experiences have the highest impact, followed by service experiences and physical experiences. These findings provide insights into enhancing visitor engagement strategies at music festivals in Thailand, emphasizing the critical role of marketing mix elements and attendee experiences.