...Eric Beckman; Fang Shu; Tianyu Pan Purpose The purpose of this research paper is to examine whether enduring involvement theory plays a role in predicting craft beer and food festival visitors' experience of the festivalscape. Though craft beer and brewing is a growing area of research, there has...

... Emerald Group Publishing Limited Licensed re-use rights only Service-dominant logic Co-creation Festivals Events Festivalscape Personal meaning maps Festivals are often simultaneously considered leisure experiences, community celebrations, and destination marketing tools...

... evaluated for signs of wear out, and renewed, or replaced if necessary. Originality/value – The research provides a new perspective to festivalscape knowledge in that it identifies the first-time and repeat visitor dynamic as a strong predictor of actual buying behaviour at a festival. The higher...