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Segmentation of music festival visitors by values of hedonia, life satisfaction and eudaimonia

Harriman Samuel Saragih (Universitas Prasetiya Mulya, South Jakarta, Indonesia)
Novi Amelia (Universitas Prasetiya Mulya, South Jakarta, Indonesia)

International Journal of Event and Festival Management

ISSN: 1758-2954

Article publication date: 13 August 2020

Issue publication date: 22 September 2020

1108

Abstract

Purpose

With the growing interest in eudaimonia in the past years and the need to better understand festival visitors' motivation in the context of music festivals, this study aims to propose visitor segmentation based on the values of hedonia, life satisfaction and eudaimonia.

Design/methodology/approach

The analysis in this study employs a case research method that follows the abductive paradigm. The authors begin their conceptual foundation with a review of the literature on hedonia, life satisfaction and eudaimonia. The authors then use the preliminary conceptual foundation as the basis of rival analysis through a focus group and interviews with senior executives, government officials, communities and other related stakeholders. The authors also carry out an exploratory factor analysis to determine the building blocks of eudaimonic festival experiences. Last, using cluster analysis, the authors support their conceptual proposition from the initial qualitative inquiries.

Findings

From the three studies that the authors performed, their findings suggest that, based on hedonia and eudaimonia, festival attendees can be divided into three distinct segments: (1) pleasure seekers (i.e. visitors who look for personal pleasure, enjoyment and affection), (2) playful learners (i.e. visitors who not only seek pleasure, but also consider the urgency to think about the need to grow as a person) and (3) transcendentalists (i.e. visitors who seek a balance of pleasure, escapism, self-reflection, personal meaning and impact through attending festival activities).

Research limitations/implications

This study argues that the ideas of hedonia and eudaimonia are present in the context of the music festival. Theoretically, this paper suggests that festival-goers can be divided into three clusters based on the values of hedonia and eudaimonia: pleasure seekers, playful learners and transcendentalists. Practically, this study suggests that festival organisers should consider developing music concert events by taking into account the eudaimonic and hedonistic desires, intrinsically possessed by the festival-goers, which is expected to add value to the produced musical event.

Originality/value

This study is the first to present visitor segmentation in a music festival setting based on the values of eudaimonia, life satisfaction and hedonia.

Keywords

Acknowledgements

The authors are truly grateful for the comments provided by the editor and two anonymous reviewers to improve the initial draft of our paper. The authors also would like to thank the Research Office of Universitas Prasetiya Mulya for the support in improving the quality of communication of this manuscript.

Citation

Saragih, H.S. and Amelia, N. (2020), "Segmentation of music festival visitors by values of hedonia, life satisfaction and eudaimonia", International Journal of Event and Festival Management, Vol. 11 No. 4, pp. 453-472. https://doi.org/10.1108/IJEFM-03-2020-0016

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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