Abstract

This paper seeks to better understand the festivalgoers’ experience by determining what festivalgoers want at UK rock music festivals. Examining the experience journey, important attributes were identified in pre-, peri- and post-festival phases. Qualitative data was collected from 124 festivalgoers through semi-structured group interviews that were conducted on-site at three different UK rock festivals. Thematic analysis revealed the importance of co-creation and engagement through each phase of the festivalgoer experience. The practical implications of this study provide festival organisers with the opportunity to direct their management efforts on the strategic optimisation of experiences that may promote preferred consumer behaviour through positive word of mouth and future reattendance. Moreover, this article offers a conceptual model of the festivalgoer experience.