The festival customer experience: a conceptual framework

Purpose The purpose of this paper is to contribute the conceptualisation festival customer experience by proposing a new framework based on three interrelated concepts: event design, social environment and digital environment. Design/methodology/approach authors use theory adaptation research design adapt an existing specific context literature experiential marketing within events, festivals, tourism leisure. Findings Based conceptual framework, identify interrelationships between which can be managed organisers improve experience. Research limitations/implications This study’s analysis identifies five areas are crucial for managing contemporary It offers researchers further development. Originality/value proposes used brand experiences at festivals. emerging area warrants attention since festivals provide valuable opportunity brands engage build relationships with prospective customers. study first combine insights from better understand how management