Purpose Festival research documents intense experiential effects but continues to under-explain why such effects rarely translate into durable post-event behaviour. This study re-architects the causal logic of festival experience by theorising how multidimensional experiential configurations generate post-event value through layered authenticity, co-creation, and memory mechanisms. Design/methodology/approach Data were collected from 463 attendees of a creative and heritage festival using an on-site and immediate post-event survey. The model was tested using PLS-SEM with higher-order formative constructs, two-stage estimation, bootstrapped mediation, sequential mediation, and moderated indirect effects. Findings Festival experience quality strongly activates authenticity perception and value co-creation behaviour, but behavioural outcomes are driven primarily by sequential mediation through authenticity and memorable festival experience rather than by direct experiential intensity. Value co-creation operates as a secondary amplification pathway. Visitor involvement strengthens, whereas perceived risk attenuates, indirect effects on satisfaction, loyalty intentions, and subjective well-being. Originality/value The study reconceptualises authenticity as a causal interpretive mechanism rather than a symbolic attribute, advances a configuration-based experiential logic, and explains why prior festival models systematically under-predicted behavioural durability by neglecting mechanism sequencing and conditional attenuation.
Purpose This study examines how perceptions of mainstream media framing (PMF), identity orientation and temporal dynamics relate to audience responses to a symbolically contested event. Specifically, it investigates how PMF and identity orientation are associated with event positioning (POS) across pre-event and post-event phases, and how PMF and pre-event emotional orientation (EMO) relate to post-event EMO among media-exposed audiences. Design/methodology/approach A two-wave survey was employed surrounding a mega-concert in Croatia (pre-event n = 406; post-event n = 210; matched panel n = 99). Data were analysed using PLS-SEM, combining phase-specific models based on the repeated cross-sectional samples with cross-temporal analysis of the matched panel subsample. Findings More negative perceptions of media coverage are associated with more positive POS. Identity orientation strongly differentiates post-event POS across both evaluative and affective dimensions. EMO remains stable across phases. Cross-temporal analysis indicates that PMF is indirectly associated with post-event EMO through pre-event EMO rather than through a direct effect. Practical implications Among media-exposed audiences, media narratives surrounding contested events may reinforce and challenge engagement. Event organizers should therefore not assume that negative coverage uniformly reduces support, but instead recognize that it may strengthen alignment among supportive audiences. The findings also highlight the importance of stakeholder communication and governance approaches that recognize heterogeneous audience interpretations in contested event environments. Originality/value This study integrates media framing, identity orientation and temporal dynamics. The study extends event and tourism research by examining how dynamics commonly discussed in political communication and media studies – mediated interpretation, identity alignment and the persistence of prior emotional orientations – operate within a symbolically contested event context.
Purpose The aim of this study is to investigate whether and to what extent festival attendees are willing to pay more for sustainable practices at music festivals with a focus on environmental sustainability. A behaviour-based segmentation of attendees is performed that allows conclusions to be drawn about potential correlations between individual psychological factors and willingness to pay (WTP). Design/methodology/approach An extended model of the theory of planned behaviour (TPB) was developed based on a literature review and applied to a sample of 326 panel participants who had attended at least one music festival. The data were analysed using structural equation modelling with SPSS 29.0 and AMOS 29.0. Findings Subjective norms, environmental concerns, and perceived behavioural control significantly and positively influence WTP, with the extended model explaining 16.3% of the variance. Adjusted for hypothetical bias, the average WTP premium is +10.77%. To leverage these insights, festival organisers must ensure absolute transparency in fund usage to build trust, while actively engaging opinion leaders to drive collective social change. Originality/value Although the TPB is widely applied to sustainability, conceptualizing the unique transient context of music festivals offers a distinct environment for consumer decisions. The presented analysis demonstrates how this specific event setting reshapes attendees’ psychological commitment, linking contextual factors including the role of social expectations directly to a quantified bias adjusted monetary premium.
Purpose The Revelland project focused on improving the accessibility of the festival environments and performances to make them more accessible to the Deaf, blind and other disabled attendees.Design/methodology/approach The lead author conducted semi-structured interviews with the festival staff concerned with accessibility before and after six participating festivals. During a pilot and then at six festivals in 2024-2025, data were collected using a toolkit comprising an observation form and detailed checklist. Observations focused on user experience and human behaviour, while the checklist covered physical accessibility, signage and accommodations for the physically impaired, blind, Deaf and neurodivergent patrons. Observations were taken at performances that had been adapted to enhance audience accessibility as part of the Revelland project and also at similar performances that had not been enhanced. The checklist was used to look at a wide variety of performance spaces and service areas.Findings Barriers to access to all areas of festival operations were enumerated. Accessibility measures were located that removed barriers in information, ticketing, travel support, physical facilities and technological support. Knowledgeable staff were the most important factor in inclusion. Attention to inclusion increased disabled patrons' sense of belonging.Practical implications Festival organisers can improve both physical access to their events and the way that a significant group of patrons perceive their events and feel as attendees.Originality/value This is the first in-depth examination of festival accessibility that used the specially developed toolkit, and included comparisons between experiences of "inclusive" and "typical" performances.
Purpose The live events industry is a hugely important aspect of the UK economy. The sector has been seen to be negatively impacted by Brexit and devastated by the COVID-19 pandemic. Trade organisations have championed the plight of companies and freelancers and have lobbied the Government for support, producing reports drawn from surveys of industry-based professionals. Skills deficits have been highlighted as a key concern and this study explores this issue through the lived experiences of employers and freelancers working across the sector. Design/methodology/approach An interpretivist qualitative research methodology was employed, with data collected from one-to-one semi-structured interviews with 13 experienced live events industry professionals. Overarching and emergent themes were coded, classified and analysed via iterative content analysis. Findings The pandemic highlighted deep structural issues in the live events sector, including reliance on insecure freelance work, poor conditions, and non-inclusive hiring practices. Issues around work-life balance are driving high staff turnover, particularly among younger workers. Limited engagement with universities weakens talent pipelines. Practical implications Access to relatable role models, more inclusive recruitment practices, improving early career experiences and working conditions is critical to attracting and retaining a diverse, informed and skilled workforce. Originality/value This research provides unique insights into the impact of skills deficits in the UK live events industry. The findings contribute to the development of strategies to enhance the skills pipeline and workforce stability.
Purpose This study evaluates the economic impacts of a K-pop event tourism recently held in Indonesia, namely IU’s “H.E.R. World Tour 2024” concert. Design/methodology/approach This study aims to measure the extent to which concert-related expenditures stimulate GDP growth, create jobs and build intersectoral linkages between urban and rural areas using the recursive dynamic computable general equilibrium (RD-CGE) model. Through a hands-on survey targeting 267 concert visitors and 32 local business actors, this study captured the direct, indirect and induced effects to improve the accuracy of the CGE model. Three simulation scenarios were applied to test the robustness of the estimates. Findings Event tourism boosted macroeconomic impacts with 0.0019% of GDP in the baseline scenario, equivalent to IDR 418.65 billion at current prices. In addition, this event created jobs in the transportation, accommodation and food service sectors and had a positive impact on household welfare across both rural and urban groups, with relatively greater gains among higher-income households. Research limitations/implications The RD-CGE model used has not fully captured economic dynamics from pre-event to post-event and remains limited at the micro level for event business actors and individual visitors. Practical implications In practice, evaluating the concert's economic impacts within the broader economic system, through extensive service networks, provides a more comprehensive view. Their success is highly contingent upon the ability to absorb, expand, and sustain the surge in demand. Therefore, supply-side policies such as strengthening transportation and accommodation infrastructure and governance through efficient licensing and coordination among the government, promoters and venue managers are needed. It ensures that tourist visits and spending do not stop at concerts and that the benefits do not focus on dominant actors. Social implications Socially, the economic structure determines the economic impacts of international events. These benefits tend to be greater for households connected to the non-agricultural economy. Conversely, subsistence households and less connected regions tend to receive fewer benefits. Without policy design that consciously promotes inclusion, large events like these risk reinforcing pre-existing inequalities. Because the impact of concerts is often an adjustment of the local economic structure rather than an addition to pure and equitable growth, concrete steps are needed to ensure a more equitable distribution of prosperity across all levels of society. Originality/value This study quantifies how concert-related expenditures stimulate GDP growth through production, generate employment, improve household welfare and create intersectoral linkages between urban and rural areas. This study extends existing tourism event research by embedding K-pop events within a macroeconomic modeling framework and testing the robustness of estimated impacts across alternative simulation scenarios. In practice, it provides evidence for policymakers to evaluate the role of large-scale concerts in labor absorption, the empowerment of micro, small and medium enterprises (MSMEs) and the development of the creative economy.
Purpose This study analyzes how gamification affects the participant experience of an innovation event, starting from the narrative as a representative component of gamification and the relationship with the dimensions of flow, positive emotions, memorability and repatronising intention (recommend and revisit).Design/methodology/approach The survey was conducted with 201 participants, based on their active participation in the event's gamification. The questionnaires were collected by an on-site team. Data analysis was performed using Structural Equation Modeling. This study uses Self-Determination Theory (SDT) and the Stimulus-Organism-Response (SOR) paradigm, exploring the effect of the gamification component (narrative) on participant memorability and repatronising intention.Findings The research shows that the stronger participants' perception of the narrative within gamification, the more positive their experience will be, indicating that the level of narrative within gamification is an important factor in individuals experiencing flow and positive emotions during the event. It was found that positive memorization of the event's content is influenced by the narrative present in the gamification. Memorability was observed to have a significant relationship with the intention to re-patronize the event, due to the positive memory associated with this action.Originality/value This study fills gaps in the application of gamification in events, highlighting the narrative dimension as a factor of high influence on the flow state of participants, the experience lived and the repatronising intention, a concept that encompasses both revisiting and recommending the activity.
Purpose Attending K-pop concerts is a primary way for fans to express admiration toward their idols. Concerts offer immersive experiences and act as a motivating force for attendance, with fans' motivations varying significantly. This study analyzes the motivations of fans and their overall experiences when attending K-pop concerts held at several major venues in Indonesia. Design/methodology/approach Employing a qualitative approach, this research utilizes purposive sampling to select 20 fans who participated in semi-structured interviews and were observed while attending K-pop concerts in person. Findings The findings show that fan motivation to attend K-pop concerts extends beyond entertainment, encompassing personal aspirations, social influences, and emotional needs such as fear of missing out (FoMO). Experiences are shaped by various factors from ticketing to post-concert phases. Participants' satisfaction and intentions to attend future events are deeply shaped by their perceptions of event management quality and the adequacy of services provided throughout the experience. Originality/value This study contributes to event studies by introducing a fresh perspective on K-pop concerts, highlighting them not merely as entertainment but as complex events shaped by personal motivation, community dynamics, and experiences unfolding before, during, and after the performance.
Purpose This study investigates how pragmatic, moral, and cognitive legitimacy influence participant trust and loyalty in Malaysia's multicultural festival context, focusing on the Keretapi Sarong Event (KSE). It addresses gaps in festival research by examining legitimacy as an antecedent of trust and testing trust as a mediating mechanism in the legitimacy-loyalty relationship.Design/methodology/approach A quantitative, cross-sectional survey was conducted with 274 participants of KSE. Validated scales were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) and complemented with Necessary Condition Analysis (NCA) to capture both sufficiency and necessity effects.Findings Results reveal that all three legitimacy dimensions (pragmatic, moral, and cognitive) significantly and necessarily predict participant trust, with moral legitimacy emerging as the strongest driver. Trust exerts a powerful effect on loyalty and mediates the legitimacy-loyalty relationship. The NCA convergence classifies all constructs as must-have conditions, underscoring their indispensable role in sustaining festival loyalty.Practical implications The study extends the applicability of legitimacy and social exchange theories to multicultural Asian contexts. The findings guide organisers and policymakers to emphasise inclusivity, fairness, and cultural resonance in the design of sustainable festivals.Originality/value Using a dual-method PLS-SEM + NCA approach, this study is among the first to empirically integrate legitimacy theory, trust, and loyalty in a multicultural KSE festival context.
Purpose This paper examines how the Huilo Huilo Music Festival in Chile shapes career pathways and professional learning for emerging classical musicians. It analyses how its programming, festivalscapes and community engagement constitute a learning ecology and sociomaterial environment that function as intermediation, legitimising artistic practice, building career capital and supporting entry into international music networks through Latin American and Global South circuits of recognition rather than Eurocentric gatekeeping. Design/methodology/approach A qualitative case study drew on 81 Instagram reels posted between 2022 and 2025, alongside festival website materials, public documents, organisational participation data and news coverage. Reels were analysed primarily for their spoken and narrative content, supported by observation of visual context such as background settings. Forty-one reels contained 70 interview segments with participants and stakeholders, with several individuals appearing multiple times, including the festival directors, instructors and participating musicians. Materials were transcribed and analysed to examine how the festival operates as an intermediary that supports emerging Latin American musicians' career development locally, regionally and internationally, and how it constructs and communicates educational, professional and community value. Findings Huilo Huilo Music Festival operates as a cultural intermediary, assembling a four-part learning ecology. It builds cultural infrastructure by addressing access gaps via territorial embedding, school outreach and regional connectivity. It cultivates disciplined capability through compressed routines, standards, feedback and confidence under pressure. It enacts place-based learning in Patagonia, where landscape, nature and supports, including luthier work, shape focus, affect regulation and artistic meaning. It brokers careers through prizes, residencies, post-festival performances and endorsement, turning recognition into mobility and career capital. Narratives shift from Chile–Brussels validation to participant-centred Latin American identity and Global South recognition. Research limitations/implications The analysis relies on secondary and curated digital data, without primary data collection. This constrains triangulation and limits access to learning processes that occur beyond what organisers and participants choose to share. Although the dataset supports longitudinal analysis of the festival's development over time, it cannot capture participants' post-festival trajectories, which are essential for assessing longer-term career development and the durability of intermediation effects. Future research should combine on-site observation with follow-up interviews and longer-term tracking of artists' pathways, alongside attention to local cultural change and the consolidation of Latin American music networks. Practical implications Festival organisers and policymakers can position music festivals as long-term talent development infrastructures by designing them as intentional learning ecologies. This requires continuity across editions through sequenced training pathways, sustained mentoring, peer collaboration and embedded reflective practice rather than treating development as optional. Place can be mobilised as a pedagogical resource, with the natural environment supporting concentration, well-being and artistic sensibility, while strengthening local engagement, access pathways and locally grounded cultural capital. At the network level, the festival can consolidate Latin American brokerage through equitable partnerships, transparent credentialing and alumni tracking and narratives of excellence that resist Eurocentric hierarchies. Originality/value This paper reframes the Huilo Huilo Music Festival as a learning ecology that shapes emerging musicians' professional formation through intertwined pedagogical, organisational and place-based mechanisms. It extends festival intermediation theory by showing how a rural festival operates simultaneously as a mentoring ecosystem and a broker that connects local, regional and international music networks. By situating the case within Chilean and Latin American cultural and policy conditions, it clarifies why the festival matters and what becomes possible and contested, in this specific environment.
PurposeFestivals increasingly use social media data to understand visitor experiences and inform management, yet research remains dominated by textual user-generated content. Photographic representation on image-centered platforms such as Instagram remains underexamined. This study addresses that gap by analyzing attendee-shared festival photographs as a source of insight for festival curation and management.Design/methodology/approachUsing directed content analysis guided by Hunter's (2008) Typology of Photographic Representation, the study examined a purposively selected corpus of Instagram photographs from the Philippines' top cultural festivals (N = 1,056). Three Generation Z coders participated in a three-step coding process to classify the images' spatial and subject content.FindingsSimple Percentage Agreement, Fleiss' kappa, and ANOVA generated insights into inter-coder agreement on the space and subject content of festival photographs. The findings show that Hunter's typology can be applied reliably to attendee-generated festival Instagram images and can inform festival policy and management practice.Originality/valueThis study offers one of the first deductive content analyses of attendee-produced festival photographs on Instagram. By applying Hunter's (2008) framework to user-generated images, it advances photographic representation research and demonstrates the value of photographs as rigorous data sources for festival promotion and management.
PurposeThis case study describes the Live Audience Accessibility and Augmentation ("LAAA") project, which installed a haptic dance floor at Falmouth University.Design/methodology/approachLAAA was designed to deliver knowledge exchange, community engagement and research outputs pertaining to liveness and inclusivity at music festivals. A knowledge exchange through practice methodology was adopted to programme six LAAA events including live performances, in-conversation events, Disc Jockey (DJ) Workshops, a sound installation and an access workshop.FindingsLAAA evidenced the potential for delivering knowledge, community and research outputs through the practice of creative programming, by producing live music performances and associated events. Findings evidenced 80% agreement that haptics provide authentic live experiences, inferring that using the BEAT BLOCKS floor and/or Woojer haptic vests may help mitigate exclusion at music festivals.Research limitations/implicationsResearch limitations included a relatively small sample size, impacted by an unforeseen royal visit. Results were amalgamated with follow-on research to develop a liveness scale relating to information, communication technology (ICT) augmented performances (Bossey 2025).Practical implicationsLAAA enabled early-stage development of an evidence base that haptic ICT improves accessibility and positively influences audience intentions to attend music festivals. LAAA inspired follow-on field research projects and delivered practical knowledge exchange outcomes.Social implicationsLAAA delivered community engagement to two school groups, to address societal need pertaining to accessibility at music festivals for people who are d/deaf, disabled or neurodiverse.Originality/valueLAAA represented an original intervention, to explore perceptions of liveness and potential for novel haptic ICT to improve accessibility for people who are d/deaf, disabled or neurodiverse.
PurposeThe purpose of the study was to explore the brand personality traits associated with the Caribbean carnival festival and examine the influence of these traits on brand equity.Design/methodology/approachA quantitative research design was employed, and two studies were carried out. Study 1 (n = 103) identified the distinctive personality dimensions associated with the carnival festival. Building on these findings, Study 2 (n = 247) tested the research hypotheses by examining the relationships between these personality traits and two components of brand equity: brand awareness and brand image. Data were analyzed using principal component factor analysis and structural equation modeling.FindingsThe results identified 41 personality traits and three dimensions: euphoric, alluring, and electrifying. Notably, the euphoric dimension was found to have a positive, significant effect on brand equity by enhancing both brand awareness and brand image.Originality/valueThese findings uncovered the brand personality traits associated with Caribbean carnival cultural festivals and show how specific personality dimensions contribute to brand equity. This study is among the first to identify the unique personality dimensions of the Caribbean carnival festival and demonstrate their effects on brand equity through brand awareness and brand image.
Purpose This study compares how official and user-generated TikTok videos construct a flagship Peruvian gastronomic fair through divergent visual topics, addressing the quantitative underanalysis of video content in event research. Design/methodology/approach A corpus of 120 TikTok videos (72 official, 48 user-generated) was analyzed through an large language model (LLM)-guided pipeline transforming videos into textual narratives via frame extraction and AI-assisted description. Latent Dirichlet Allocation identified three visual topics validated through Sentence-BERT embeddings. Term Frequency–Inverse Document Frequency analysis and network mapping revealed lexical and structural divergences between content sources. Findings The three themes represent distributional emphasis within shared vocabularies about events, rather than discrete categorical boundaries. These emerged representing differential emphases within a shared semantic space: Plating and visual presentation, Professional identity and regional heritage and Spatial branding and performance. Official accounts dominate professional legitimation, emphasizing chefs’ experience and contextualizing heritage. User-generated content dominates spatial and performative documentation, prioritizing venues, pavilions and crowds of visitors. Network analysis reveals that both sources employ radial architecture with divergent centrality allocation: official content integrates professional culinary markers in a centralized manner, while marginalizing spatial elements; user-generated content elevates experiential keywords to nuclear status. Practical implications Festival organizers might benefit from integrating visitor-prioritized spatial elements into their branding strategies to better reflect experiential priorities. The LLM-guided pipeline serves as a systematic approach to identifying alignment gaps, offering a scalable method for visual content auditing that enhances the reach of traditional manual coding and engagement metrics. Originality/value This study pioneers LLM-guided video-to-text transformation in event research, validating embedding-based techniques where semantic overlap reflects shared contexts rather than limitations. It proposes “compressed authenticity” where platform affordances produce centro-periferia networks with bounded agency through centrality reallocation.
PurposeThis research aims to investigate the role of social engagement as an integral dimension of festival experiences and its relationship with place attachment. It further examines how place attachment serves as a simple and serial mediator linking festival experiences and behavioral loyalty in the context of a cultural festival deeply rooted in social symbolism and cohesion, using Songkran Festival in Thailand as a case study.Design/methodology/approachFestival experiences were measured through an extended 5 Es framework that integrates social engagement into the classic 4 Es model: esthetic, entertainment, education, and escapist to account for the social dimension of festival experiences. A questionnaire survey employing convenience sampling was administered in Tak's municipal areas during the 2024 Songkran Festival, yielding 809 valid responses. Structural Equation Modeling (SEM) was applied to test the proposed relationships.FindingsThe results indicate that social engagement is the most influential predictor of place attachment. This social dimension of festival experiences further extends its influence through the mediating role of place attachment, linking social engagement to satisfaction, and jointly with satisfaction, serving as a serial mediator in the pathway from social engagement to loyalty.Practical implicationsThe findings suggest that festival organizers should strategically design experiential elements across multiple dimensions to achieve desired outcomes, particularly in community-based festivals where social cohesion is central to the event. Special emphasis should be placed on social engagement, as socially interactive experiences appear to play a central role in fostering place attachment, satisfaction, and loyalty among festival attendees.Originality/valueThis study contributes theoretically by validating social engagement as a central dimension within an expanded 5 Es model and empirically confirming the mediating and serial mediating effects of place attachment. The results emphasize the social dimension of festivals as a driver of emotional connection and loyalty, highlighting how socially oriented experiences support the placemaking function of urban festivals. From a managerial perspective, the findings suggest integrating socialization strategies into marketing and design to nurture attachment and long-term loyalty to festival destinations.
PurposeThis study examines how accessibility for people with disabilities has been configured at Rock in Rio, with a focus on the 2024 edition and its alignment with ABNT NBR 9050:2020 in shaping conditions of presence.Design/methodology/approachThe study adopts a qualitative historical case study design, combining documentary analysis, a literature review, and semi-structured interviews with attendees with disabilities. The analysis was structured around analytical dimensions derived from ABNT NBR 9050:2020.FindingsAccessibility measures have expanded over time, but continue to be characterised by spatial segmentation, mediated access, and persistent barriers related to circulation, visibility, and permanence during peak periods.Originality/valueBy using "presence" as an analytical lens, the study demonstrates how accessibility in music festivals is shaped by organisational and spatial conditions rather than solely by technical compliance.
Purpose This article addresses the persistent epistemological fragmentation between protocol and event management by proposing the convergent model of protocol and events (CMPE), a unified framework that conceptualises both fields as interdependent dimensions of symbolic and strategic communication. Design/methodology/approach Following a conceptual–theoretical design, the study applies Jaakkola's (2020) model-building approach and Jabareen's (2009) framework-development procedure. An interdisciplinary literature review supports the identification and articulation of the core constructs structuring the CMPE. Findings The model positions protocol as a transversal science of human order with strategic and symbolic functions, and events as its operational and performative manifestations. It integrates six key constructs – protocol, events, symbolic language, four structural elements (spaces, people, times and symbols), strategic communication and community cohesion – into a coherent system. The CMPE demonstrates that both disciplines converge around meaning-making and community articulation, while revealing asymmetries and conceptual dispersion in existing scholarship. Originality/value The CMPE offers the first theory-driven framework that systematically reconnects protocol and event management, providing a coherent epistemological foundation for a field long characterised by conceptual dispersion. Its originality lies in this dual contribution: it advances theoretical consolidation by clarifying the structural, symbolic and functional principles of both domains, while simultaneously delivering a practical architecture that strengthens strategic decision-making, symbolic coherence and community-oriented design in professional event practice.
PurposeThis study examines visitor motivation and event evaluation at the International Balloon Festival (FIG) in Le & oacute;n, Guanajuato, one of Mexico's most prominent cultural and tourism events. Despite its economic significance and international projection, scholarly research on the FIG remains scarce, particularly regarding the factors that shape visitors' motivations and how these influence their evaluation of the festival experience.Design/methodology/approachA quantitative, descriptive, correlational, and explanatory methodology was employed through a structural equation modeling approach (PLS-SEM). Data were collected from 320 attendees during the 2024 FIG using a structured questionnaire adapted from Kruger et al. (2011). Exploratory factor analysis and measurement validation were conducted to assess construct reliability and validity.FindingsThe results indicate that FIG attendees are mainly young, male, non-local visitors, often from neighboring states, and with higher education levels. Motivations were strongly associated with the event's unique atmosphere, balloon exhibitions, and entertainment activities. Although motivation significantly influenced evaluation, the explanatory power was limited (R2 = 0.049), suggesting the presence of other determinants.Research limitations/implicationsThe study was limited to a single event and city, which restricts generalizability. Future research should incorporate longitudinal data, comparative studies across festivals, and additional variables (e.g. service quality, cultural identity, sustainability practices) to explain evaluation outcomes better.Practical implicationsThis study highlights key drivers of visitor satisfaction at the International Balloon Festival. The event's attractiveness as Mexico's premier hot-air balloon showcase, its diverse entertainment activities, and its role as an escape from routine are strong motivators with positive impacts on evaluation. Organizers should capitalize on these strengths by investing sustainably in infrastructure, delivering high-quality programming, and implementing targeted promotional strategies. At the same time, addressing weaknesses in logistics, sanitation, and parking is essential to enhance the overall experience. These findings provide actionable insights for enhancing event design and maintaining competitiveness in the festival and events sector.Social implicationsThe International Balloon Festival fosters social cohesion by providing spaces for family bonding, friendship, and shared community experiences. Its role as a collective escape from daily routines contributes to well-being and local identity formation. However, negative evaluations of basic services highlight the need for improved inclusivity, accessibility, and community-oriented planning. Strengthening these dimensions would not only enhance visitor satisfaction but also reinforce the festival's role in promoting cultural pride and social integration. These findings underscore the importance of aligning large-scale events with broader community values and sustainable development goals.Originality/valueThis study contributes to the limited body of knowledge on Latin American festivals by integrating motivation and evaluation within a structural model. It highlights FIG's role as a cultural and economic driver, while also identifying areas for improvement in logistics and visitor satisfaction.
