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.