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  • The Role of Consumer Self-Concept in Marketing Festivals

    Author(s)
    Gration, David
    Raciti, Maria
    Arcodia, Charles
    Griffith University Author(s)
    Arcodia, Charles
    Year published
    2011
    Metadata
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    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 the Woodford 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 ...
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    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 the Woodford 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.
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    Journal Title
    Journal of Travel & Tourism Marketing
    Volume
    28
    Issue
    6
    DOI
    https://doi.org/10.1080/10548408.2011.603631
    Subject
    Tourism Management
    Commercial Services
    Marketing
    Tourism
    Publication URI
    http://hdl.handle.net/10072/52892
    Collection
    • Journal articles

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