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consumer attraction or loyalty: the perception of relational marketing actions of a music festival by its organizers and by its audience
[Conquête ou fidélisation : la perception des stratégies relationnelles d’un festival de musiques actuelles par ses organisateurs et par son public]

Author

Listed:
  • Damien Chaney

    (Groupe ESC Troyes en Champagne)

Abstract

Music festivals, just like any other branches of industry, are facing an increasing competition which necessarily brings the organizers to create a closer relationship with the consumer. However, music festivals must deal with a certain number of factors decreasing the possibilities of developing a stable relationship between the consumer and the people who organize the festival. A qualitative methodology is used in this article in order to compare the managers' point of view of an important subsidized French festival, Les Euroc- kéennes in Belfort, with its consumers' point of view. The article shows how the relational strategy of a festival can be organized around a community in coherence with its status..

Suggested Citation

  • Damien Chaney, 2011. "consumer attraction or loyalty: the perception of relational marketing actions of a music festival by its organizers and by its audience [Conquête ou fidélisation : la perception des stratégies rel," Post-Print hal-02483492, HAL.
    • Handle: RePEc:hal:journl:hal-02483492
    as

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