Social Media Connection Ties to Emotional Attachment to Festival (15/16)

This article touches on the correlation between the tourism industry and music festivals. The authors share that while music-based tourism constitutes around 17% of the overall tourism industry, "music tourism" is still not perceived as a defined segment within the tourism market. The research continues on to highlight how social media interactions with tourism brands, specifically music festivals, affect how consumers think and feel about the brand overall. When a festival-goer interacts with the brand using social media, there is a direct effect on emotional attachment to the festival, which has a direct effect on word of mouth.

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