Experiential Marketing Factors Influencing International Tourists’ Attendance at Music Festivals in Hua Hin District
Keywords:
Experiential Marketing, Music Festival, International Tourists, Purchase Decision, Hua Hin DistrictAbstract
This research article aimed to (1) study the behavior of tourists attending music festivals in Hua Hin District, and (2) examine the experiential marketing factors (4Es) affecting international tourists’ decisions to attend music festivals in Hua Hin District. The sample consisted of 400 international tourists attending music festivals in Hua Hin District. Data were collected using questionnaires through convenience sampling and analyzed using descriptive statistics and multiple regression analysis.
The results revealed that most tourists attended music festivals with friends and placed great importance on the festival atmosphere, new experiences, and information obtained through social media. Overall, the decision to attend music festivals was rated the highest, with a mean score of 4.95. All dimensions of the decision-making process, including need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior, were also at the highest level. In addition, the overall experiential marketing factors were rated the highest, with a mean score of 4.91. Furthermore, the experiential marketing dimensions of Experience and Evangelism had a statistically significant positive influence on international tourists’ decisions to attend music festivals at the 0.05 significance level and explained 79.10% of the variance in these decisions. The findings provide practical guidelines for music festival development by emphasizing memorable experiences, encouraging participation through digital media, and strengthening festival identity to enhance the tourism potential of Hua Hin District.
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