Abstract

Extant tourist experience literature focuses on ‘live’ space and time activity, whilst pre- and post-components are often neglected despite the opportunities offered by increasing use of digital media communication [DMC]. Focusing especially on the pre-festival experience but also addressing peri- and post- phases, this study examines the role of DMC in tourists’ experiences at British rock music festivals. Interviews with festivalgoers revealed three core and inter-related themes: information, emotional response and communitas. Initial engagement with DMC enabled planning, generated feelings of anticipatory excitement and created a sense of communitas. Online activity reduced peri-festival but continued to enhance the live event experience, whilst the virtual communitas was extended at the post-festival phase.