Exploring Attendees' Experience at a Reggae Festival: A Case Study of Rototom Sunsplash. satisfaction, place attachment, behavioural intention

This study empirically examines attendees' embedded experience of attending a music festival through assessment of their perceived Quality of Festival Experience (QFE). Additionally, the relationships between QFE, satisfaction, place attachment and behavioural intentions are examined. The Rototom Sunsplash European Reggae Festival takes place at a small Mediterranean destination: Benicássim, Spain. The results of this case study show that the influence of QFE on festival behavioural intentions is both direct and indirect, through attendees' satisfaction. The results do not offer evidence of the impact of QFE on place attachment, which in turn did not impact behavioural intentions towards the festival. In other words, despite giving a positive assessment of the festival experience, attendees did not develop an emotional link with the host location. Several reasons for this result are offered, along with managerial implications and suggestions for further research.