.../methodology/approach Based on an understanding of the music festival experience and the characteristics of live-streamed performances, this paper investigates five factors that affect festivalgoers' satisfaction and loyalty, namely the music experience, ambience experience, separation experience, social...

... we aim to contribute to the conceptualisation of festival customer experience from a marketing viewpoint. The customer experience at festivals can be examined from various perspectives however the few studies that exist tend to overlook the organiser’s role in key areas of the festival experience...

... (2010) study where participants “reported feeling more positive about themselves, others, and life in general as a result of attending a music festival” and “for some participants the music festival experience was not only meaningful in itself but gave meaning to the rest of their lives”. Therefore...