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From Quality to Expenditures
Published: Mar 16, 2007 - 09:42 AM
A Case Study of Storsjöyran Music Festival. This study is based on previous research on Quality, Satisfaction, Willingness-to-Pay and Spending behaviour, in tourism and particularly in the area of festival management.
A web and telephone survey on 326 festival visitors was conducted at Storsjöyran Music Festival
2005 in Östersund, Sweden to give the base for new findings concerning visitors perception
of their festival experience including their spending behaviour. This thesis approaches the
complexity of causal links in a proposed and tested model, from festival experience through
quality and satisfaction perceptions to the festival visitors’ Willingness-to-Pay and actual
expenditures. Findings show that these links need to be considered when designing, planning
and operating a festival in order to succeed and create loyalty among visitors. However,
findings from Storsjöyran show that there are differences in the magnitude of effects from
altering specific festival activities and factors influencing the next causal stage since there are
also extraneous and social-psychological events that organisers might not be able to influence,
determining the outcome of the festival.
Acknowledgements
Writing this thesis has been a long journey and has demanded a lot of effort and time.
Through extensive contributions from many sides, working with the thesis has, however, been
facilitated to a large extent.
Our thanks first of all go to our Professor and Tutor Tommy Andersson who contributed to
this thesis through excellent guidance, ideas and feedback. Investing time and effort has
meant a great deal, not only in terms of enhancing the quality of the survey and thesis, but
also for our motivation to give the little extra that was required.
Furthermore we want to thank Lars Sillrén CEO of Yran and his crew of Storsjöyran Music
Festival, 2005. They contributed to and facilitated the survey by holding available an
excellent infrastructure and working environment at the festival.
Moreover we want to thank Malin Jonsson who contributed to the thesis by developing a Web
solution that was used in the survey, leading to higher efficiency and correctness of the results
generated.
Finally we want to thank Malin Jonsson and Clémence Leroy for assisting us in conducting
the interviews and spending a great deal of time to increase the number of respondents that
could take part in the survey.
By John Armbrecht and Erik Lundberg
Sweden
Graduate Business School
Tourism and Hospitality Management
Master Thesis No 2005:75
Supervisor: Tommy Andersson
2005 in Östersund, Sweden to give the base for new findings concerning visitors perception
of their festival experience including their spending behaviour. This thesis approaches the
complexity of causal links in a proposed and tested model, from festival experience through
quality and satisfaction perceptions to the festival visitors’ Willingness-to-Pay and actual
expenditures. Findings show that these links need to be considered when designing, planning
and operating a festival in order to succeed and create loyalty among visitors. However,
findings from Storsjöyran show that there are differences in the magnitude of effects from
altering specific festival activities and factors influencing the next causal stage since there are
also extraneous and social-psychological events that organisers might not be able to influence,
determining the outcome of the festival.
Acknowledgements
Writing this thesis has been a long journey and has demanded a lot of effort and time.
Through extensive contributions from many sides, working with the thesis has, however, been
facilitated to a large extent.
Our thanks first of all go to our Professor and Tutor Tommy Andersson who contributed to
this thesis through excellent guidance, ideas and feedback. Investing time and effort has
meant a great deal, not only in terms of enhancing the quality of the survey and thesis, but
also for our motivation to give the little extra that was required.
Furthermore we want to thank Lars Sillrén CEO of Yran and his crew of Storsjöyran Music
Festival, 2005. They contributed to and facilitated the survey by holding available an
excellent infrastructure and working environment at the festival.
Moreover we want to thank Malin Jonsson who contributed to the thesis by developing a Web
solution that was used in the survey, leading to higher efficiency and correctness of the results
generated.
Finally we want to thank Malin Jonsson and Clémence Leroy for assisting us in conducting
the interviews and spending a great deal of time to increase the number of respondents that
could take part in the survey.
By John Armbrecht and Erik Lundberg
Sweden
Graduate Business School
Tourism and Hospitality Management
Master Thesis No 2005:75
Supervisor: Tommy Andersson
