Müzik Festivallerinde Program İçeriğinin ve Sosyalleşmenin Davranışsal Niyetler Üzerindeki Etkisinde Hedonizmin Aracılık Rolü

Yıl 2024, Cilt: 7 Sayı: 2, 394 – 405, 30.07.2024

Cihan Seçilmiş Ebru Düşmezkalender Cansev Özdemir

https://doi.org/10.53353/atrss.1403268

Öz

Müzik festivallerinin dünya genelinde giderek artan sıklıkta düzenlenmesi akademik bir ilgiyi hak etmektedir. Buradan hareketle bu çalışma, müzik festivali katılımcılarının katıldıkları festivalin program içeriğine ilişkin görüşlerini, festivaldeki sosyalleşmelerini, festivale ilişkin hedonik değerlendirmelerini ve tüm bu unsurların davranışsal niyetler üzerindeki etkilerini incelemeyi amaçlamaktadır. Araştırma, Eskişehir’deki yerel bir müzik festivalinde gerçekleştirilmiştir. Araştırmanın örneklemini EskiFest’e katılan bireyler oluşturmaktadır. Anket formları festival alanı çıkışında katılımcılara dağıtılmıştır. Toplam 278 kullanılabilir anket analize dâhil edilmiştir. Araştırmanın sonuçları, festival program içeriği ve sosyalleşmenin hedonizm üzerindeki, program içeriği, sosyalleşme ve hedonizmin ise davranışsal niyetler üzerindeki olumlu etkisini doğrulamaktadır. Ayrıca, festival programı ve sosyalleşme ile davranışsal niyetler arasındaki ilişkilerde hedonizmin aracılık rolü bulunmaktadır. Bu çalışma, müzik festivallerinin katılımcılarının deneyimlerini ve davranışlarını anlamak için önemlidir. Araştırma sonucunda elde bilgilerin festivallerin planlanması ve yönetilmesi süreçlerinde değerli bir rehberlik sağlayacağı düşünülmektedir. Araştırmanın, festival organizatörlerine katılımcıların beklentilerini karşılamak, memnuniyetlerini artırmak ve festivallerin etkin bir şekilde düzenlenmesine yardımcı olabilecek önemli bir katkı sunması beklenmektedir.

Anahtar Kelimeler

Müzik Festivalleri, Program İçeriği, Sosyalleşme, Hedonizm, Davranışsal Niyetler

Kaynakça

• Akkuş, G. & Korkmaz, Ö. (2022). Festival nitelikleri, yiyecek otantikliği ve festival deneyiminin tatmin ve davranışsal niyet üzerindeki etkisi. Turizm ve Araştırma Dergisi, 11(2), 5-38.
• Ballantyne, J., Ballantyne, R. & Packer, J. (2013), Designing and managing music festival experiences to enhance attendees’ psychological and social benefits”, Musicae Scientiae, 18(1), 65-83.
• Bayrak, Ö. G. (2011). Festival motivators and consequences: a case of Efes Pilsen Blues Festival, Turkey. Anatolia-An International Journal of Tourism and Hospitality Research. 22(3), 378-389.
• Borges, A. P., Cunha, C. & Lopes, J. (2021). The main factors that determine the intention to revisit a music festival. Journal of Policy Research in Tourism, Leisure and Events, 13(3), 314-335.
• Bows, H., Day, A. & Dhir, A. (2022). It’s like a drive by misogyny: sexual violence at UK music festivals. Violence Against Women. 1-22.
• Casalo, L. V., Flavian, C., & Ibanez-Sanchez, S. (2017). Understanding consumer interaction on instagram: The role of satisfaction, hedonism, and content characteristics. Cyberpsychology, Behavior, and Social Networking, 20(6), 369-375.
• Grappi, S., & Montanari, F. (2011). The role of social identification and hedonism in affecting tourist re-patronizing behaviours: The case of an Italian festival. Tourism Management, 32, 1128-1140.
• Filiz, Z. (2010). Üniversite öğrencilerinin sosyalleşmesinde spora katılımın değerlendirilmesi. Niğde Üniversitesi Beden Eğitimi ve Spor Bilimleri Dergisi. 4(3), 192-203.
• Fornell, C. & D. F. Larcker (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
• Hair, J. F., Hult, G. T. M., Ringle, C. M. & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage.
• Kinnunen, M., Luonila, M. & Honkanen, A. (2019). Segmentation of music festival attendees. Scandinavian Journal of Hospitality and Tourism, 19(3), 278-299.
• Laing, J. & Mair, J. (2015). Music festivals and social ınclusion – The festival organizers’ perspective. Leisure Sciences. 37(3), 252-268.
• Lawendowski, R. & T. Besta. 2020. “Is participation in music festivals a self-expansion opportunity? Identity, self-perception, and the importance of music’s functions.” Musicae Scientiae, 24(2), 206-226.
• Lee, C. K., Lee, Y.K. & Wicks, B. E. (2004). Segmentation of festival motivation by nationality and satisfaction. Tourism Management, 25, 61-70.
• Lee, Y. K., Lee, C. K., Lee, S. K., & Babin, B. J. (2008). Festivalscapes and patrons’ emotions, satisfaction, and loyalty. Journal of Business Research, 61(1), 56-64.
• Leenders, M. A. A. M., van Telgen, J., Gemser, G. & Van der Wurff, R. (2005). Success in the Dutch music festival market: The role of format and content, International Journal on Media Management, 7(3-4), 148-157.
• Li, X. R. & Petrick J. F. (2006). A review of festival and e&nt motivatıon studies, Event Management, 9, 239-245.
• Madden, B. G., & Jabusch, H. C. (2021). Instrumental and hedonic motives for emotion regulation in musical practice. Frontiers in Psychology, 12, 643974.
• Nordvall, A., Pettersson, R., Svensson, B. & Brown, S. (2014) Designing events for social interaction. Event Management, 18(2): 127-140.
• Nugroho, R. Syafrizal, A. & Lenggoneni, S. (2022). Examining Hammersonic International Metal Festival re-visit intention trough hedonism, social identification, and satisfaction. International Journal of Scientific and Research Publications (IJSRP), 12(4), 231-239.
• Özdemir, C., Düşmezkalender, E., Seçilmiş, C., Yılmaz, V. & Yolal, M. (2023). Emotion and social identification in music festivals on young’s subjective well-being. Journal of Youth Studies, 1-18.
• Özsaçmacı, B., Yener, D. & Dursun, T. (2019). Hedonizm, hedonik tüketim ve tüketimde materyalist eğilimler üzerine bir araştırma. Üçüncü Sektör Sosyal Ekonomi Dergisi, 54(1), 71-88.
• Payini, V., Bolar, K., Mallya, J., & Kamath, V. (2022). Modeling hedonic motive–based segments of wine festival visitors using decision tree approach. International Journal of Wine Business Research, 34(1), 19-36.
• Perron-Brault, A., de Grandpré, F., Legoux, R. ve Dantas, D. C. (2020). Popular music festivals: An examination of the relationship between festival programs and attendee motivations. Tourism Management Perspectives, 34, 100670.
• Rodriguez-Campo, L., Brana-Rey, F., Alen-Gonzalez, E., & Fraiz-Brea, J. A. (2021). The liminality in popular festivals: Identity, belonging and hedonism as values of tourist satisfaction. İçinde Liminality in Tourism (ss. 11-31). Routledge.
• Saçlı, Ç. & Kahraman, C. Ö. (2019). Açık alan rekreasyonu olarak yamaç paraşütü etkinliğine katılanların motivasyonları ve etkinlik memnuniyetlerinin belirlenmesi: Arsuzfest örneği. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 21(4), 1249-1269.
• Saragih, H. S. & Amelia, N. (2020). Segmentation of music festival visitors by values of hedonia, life satisfaction and eudaimonia. International Journal of Event and Festival Management, 11(4), 453-472.
• Schermelleh-Engel, K., Moosbrugger, H. & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74.
• Tan, K., A. K. S. Sim, D. Chai & L. Beck. (2020). Participant well-being and local festivals: the case of the Miri country music festival, Malaysia. International Journal of Event and Festival Management, 11(4), 433-451.
• Tan, K. L., Ho, J. M., Sim, A. K. S., Dubos, L., & Cham, T. H. (2023). Unlocking the secrets of Miri country music festival in Malaysia: A moderated-mediation model examining the power of FOMO, flow and festival satisfaction in driving revisiting intentions. Asia Pacific Journal of Tourism Research, 28(5), 416-432.
• Tanford, S. & Jung, S. (2017). Festival attributes and perceptions: A meta-analysis of relationships with satisfaction and loyalty. Tourism Management, 61, 209-220.
• Vinnicombe, T. & Sou, P. U. J. (2017). Socialization or genre appreciation: the motives of music festival participants, International Journal of Event and Festival Management, 8(3), 274-291.
• Yang, J., Yingkang, G. & Jian, C. (2011). Festival tourists’ emotion, perceived value, and behavioral intentions: a test of the moderating effect of festivalscape, Journal of Convention & Event Tourism, 12, 25-44.
• Yücenur, G. N., Demirel, N. Ç., Ceylan, C. & Demirel, T. (2011). Hizmet değerinin müşterilerin davranışsal niyetleri üzerindeki etkisinin yapısal eşitlik modeli ile ölçülmesi. Doğuş Üniversitesi Dergisi, 12(1), 156-168.

The Mediating Role of Hedonism in the Effects of Program Content and Socialization on Behavioral Intentions in Music Festivals

Yıl 2024, Cilt: 7 Sayı: 2, 394 – 405, 30.07.2024

Cihan Seçilmiş Ebru Düşmezkalender Cansev Özdemir

https://doi.org/10.53353/atrss.1403268

Öz

The increasing frequency of music festivals worldwide deserves academic attention. This study aims to examine the views of music festival participants regarding the program content, their socialization experiences, hedonic evaluations of the festival, and the impact of these factors on their behavioral intentions. The research was conducted at a local music festival in Eskisehir, Turkey. The sample consisted of individuals who attended EskiFest. Survey forms were distributed to participants at the exit of the festival area. A total of 278 usable surveys were included in the analysis. The results confirm the positive effects of festival program content and socialization on hedonism, and the positive effects of festival program content, socialization, and hedonism on behavioral intentions. Additionally, hedonism plays a mediating role in the relationships between festival program and socialization with behavioral intentions. This study is important for understanding the experiences and behaviors of music festival participants. It is believed that this information will provide valuable guidance in the organization phase of festivals. This research aims to assist festival organizers in meeting participants’ expectations, enhancing their satisfaction, and efficiently managing festivals.

Anahtar Kelimeler

Music Festivals, Program Content, Socialization, Hedonism, Behavioral Intentions

Kaynakça

• Akkuş, G. & Korkmaz, Ö. (2022). Festival nitelikleri, yiyecek otantikliği ve festival deneyiminin tatmin ve davranışsal niyet üzerindeki etkisi. Turizm ve Araştırma Dergisi, 11(2), 5-38.
• Ballantyne, J., Ballantyne, R. & Packer, J. (2013), Designing and managing music festival experiences to enhance attendees’ psychological and social benefits”, Musicae Scientiae, 18(1), 65-83.
• Bayrak, Ö. G. (2011). Festival motivators and consequences: a case of Efes Pilsen Blues Festival, Turkey. Anatolia-An International Journal of Tourism and Hospitality Research. 22(3), 378-389.
• Borges, A. P., Cunha, C. & Lopes, J. (2021). The main factors that determine the intention to revisit a music festival. Journal of Policy Research in Tourism, Leisure and Events, 13(3), 314-335.
• Bows, H., Day, A. & Dhir, A. (2022). It’s like a drive by misogyny: sexual violence at UK music festivals. Violence Against Women. 1-22.
• Casalo, L. V., Flavian, C., & Ibanez-Sanchez, S. (2017). Understanding consumer interaction on instagram: The role of satisfaction, hedonism, and content characteristics. Cyberpsychology, Behavior, and Social Networking, 20(6), 369-375.
• Grappi, S., & Montanari, F. (2011). The role of social identification and hedonism in affecting tourist re-patronizing behaviours: The case of an Italian festival. Tourism Management, 32, 1128-1140.
• Filiz, Z. (2010). Üniversite öğrencilerinin sosyalleşmesinde spora katılımın değerlendirilmesi. Niğde Üniversitesi Beden Eğitimi ve Spor Bilimleri Dergisi. 4(3), 192-203.
• Fornell, C. & D. F. Larcker (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
• Hair, J. F., Hult, G. T. M., Ringle, C. M. & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage.
• Kinnunen, M., Luonila, M. & Honkanen, A. (2019). Segmentation of music festival attendees. Scandinavian Journal of Hospitality and Tourism, 19(3), 278-299.
• Laing, J. & Mair, J. (2015). Music festivals and social ınclusion – The festival organizers’ perspective. Leisure Sciences. 37(3), 252-268.
• Lawendowski, R. & T. Besta. 2020. “Is participation in music festivals a self-expansion opportunity? Identity, self-perception, and the importance of music’s functions.” Musicae Scientiae, 24(2), 206-226.
• Lee, C. K., Lee, Y.K. & Wicks, B. E. (2004). Segmentation of festival motivation by nationality and satisfaction. Tourism Management, 25, 61-70.
• Lee, Y. K., Lee, C. K., Lee, S. K., & Babin, B. J. (2008). Festivalscapes and patrons’ emotions, satisfaction, and loyalty. Journal of Business Research, 61(1), 56-64.
• Leenders, M. A. A. M., van Telgen, J., Gemser, G. & Van der Wurff, R. (2005). Success in the Dutch music festival market: The role of format and content, International Journal on Media Management, 7(3-4), 148-157.
• Li, X. R. & Petrick J. F. (2006). A review of festival and e&nt motivatıon studies, Event Management, 9, 239-245.
• Madden, B. G., & Jabusch, H. C. (2021). Instrumental and hedonic motives for emotion regulation in musical practice. Frontiers in Psychology, 12, 643974.
• Nordvall, A., Pettersson, R., Svensson, B. & Brown, S. (2014) Designing events for social interaction. Event Management, 18(2): 127-140.
• Nugroho, R. Syafrizal, A. & Lenggoneni, S. (2022). Examining Hammersonic International Metal Festival re-visit intention trough hedonism, social identification, and satisfaction. International Journal of Scientific and Research Publications (IJSRP), 12(4), 231-239.
• Özdemir, C., Düşmezkalender, E., Seçilmiş, C., Yılmaz, V. & Yolal, M. (2023). Emotion and social identification in music festivals on young’s subjective well-being. Journal of Youth Studies, 1-18.
• Özsaçmacı, B., Yener, D. & Dursun, T. (2019). Hedonizm, hedonik tüketim ve tüketimde materyalist eğilimler üzerine bir araştırma. Üçüncü Sektör Sosyal Ekonomi Dergisi, 54(1), 71-88.
• Payini, V., Bolar, K., Mallya, J., & Kamath, V. (2022). Modeling hedonic motive–based segments of wine festival visitors using decision tree approach. International Journal of Wine Business Research, 34(1), 19-36.
• Perron-Brault, A., de Grandpré, F., Legoux, R. ve Dantas, D. C. (2020). Popular music festivals: An examination of the relationship between festival programs and attendee motivations. Tourism Management Perspectives, 34, 100670.
• Rodriguez-Campo, L., Brana-Rey, F., Alen-Gonzalez, E., & Fraiz-Brea, J. A. (2021). The liminality in popular festivals: Identity, belonging and hedonism as values of tourist satisfaction. İçinde Liminality in Tourism (ss. 11-31). Routledge.
• Saçlı, Ç. & Kahraman, C. Ö. (2019). Açık alan rekreasyonu olarak yamaç paraşütü etkinliğine katılanların motivasyonları ve etkinlik memnuniyetlerinin belirlenmesi: Arsuzfest örneği. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 21(4), 1249-1269.
• Saragih, H. S. & Amelia, N. (2020). Segmentation of music festival visitors by values of hedonia, life satisfaction and eudaimonia. International Journal of Event and Festival Management, 11(4), 453-472.
• Schermelleh-Engel, K., Moosbrugger, H. & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74.
• Tan, K., A. K. S. Sim, D. Chai & L. Beck. (2020). Participant well-being and local festivals: the case of the Miri country music festival, Malaysia. International Journal of Event and Festival Management, 11(4), 433-451.
• Tan, K. L., Ho, J. M., Sim, A. K. S., Dubos, L., & Cham, T. H. (2023). Unlocking the secrets of Miri country music festival in Malaysia: A moderated-mediation model examining the power of FOMO, flow and festival satisfaction in driving revisiting intentions. Asia Pacific Journal of Tourism Research, 28(5), 416-432.
• Tanford, S. & Jung, S. (2017). Festival attributes and perceptions: A meta-analysis of relationships with satisfaction and loyalty. Tourism Management, 61, 209-220.
• Vinnicombe, T. & Sou, P. U. J. (2017). Socialization or genre appreciation: the motives of music festival participants, International Journal of Event and Festival Management, 8(3), 274-291.
• Yang, J., Yingkang, G. & Jian, C. (2011). Festival tourists’ emotion, perceived value, and behavioral intentions: a test of the moderating effect of festivalscape, Journal of Convention & Event Tourism, 12, 25-44.
• Yücenur, G. N., Demirel, N. Ç., Ceylan, C. & Demirel, T. (2011). Hizmet değerinin müşterilerin davranışsal niyetleri üzerindeki etkisinin yapısal eşitlik modeli ile ölçülmesi. Doğuş Üniversitesi Dergisi, 12(1), 156-168.

Toplam 34 adet kaynakça vardır.

Ayrıntılar

Kaynak Göster

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