A Study of Music Tourism Consumer Motivation and Influencing Factors

DOI: https://doi.org/10.62517/jmsd.202412424

Author(s)

Yan Lv, Qi Yang*

Affiliation(s)

School of Geographical Science and Tourism, Zhaotong University, Zhaotong, Yunnan, China Corresponding Author.

Abstract

With the development of the times and the improvement of people's living standards, travel demand has gradually increased, and music festivals have become a new choice for Chinese consumers to travel. Based on Push-pull Theory, this study explores the motivation of Chinese music tourism consumers and their influencing factors. The results of the study show that music tourism consumers are mostly young women and have a high level of consumption; music tourism mainly aims to relax and chase stars; the most popular music styles in music tourism are folk and pop music, and music festivals and concerts are the most popular. Music tourism consumers attach great importance to the safety factor of music tourism, and academic qualifications influence consumers' behavioral choices.

Keywords

Music Tourism; Consumer Motivation; Push-Pull Theory; Influencing Factors

References

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