Beyond the experience: understanding the role of reputation in events and festivals attendance

Abstract

The event industry is currently considered one of the key marketing strategies for tourist destinations, drawing tourists and fans alike. This study explores factors influencing attendance at festivals and cultural events in Katara Cultural Village, focusing on event reputation, electronic word of mouth (eWOM), enjoyment, socializing and cultural exploration. Few studies have examined reputation as a motivation, particularly in the event context. Researchers developed a theoretical model to understand these effects on behavioral intentions. Data was collected via an online survey distributed to Katara events and festivals Facebook followers and analyzed using partial least squares (PLS) technique. Findings reveal that event innovation reputation, event performance reputation, enjoyment, eWOM and cultural exploration positively impact intentions to attend Katara Cultural Village events. This research contributes to event literature by highlighting reputation as a significant motivator. Implications and study limitations were discussed.