Festival quality, self-connection, and bragging

Martin Joseph Gannon, Babak Taheri, Hossein Olya

Research output: Contribution to journalArticlepeer-review

91 Citations (Scopus)
49 Downloads (Pure)


Festivals provide opportunities for experiential consumption, attracting both first-time and repeat visitors. However, current understanding of the perceptual and behavioural differences between these groups remains incomplete. This study investigates how experiential purchase quality influences experience self-connection and braggart word-of-mouth, for both first-time and repeat visitors, using a mixed-method approach. The qualitative (n = 32) and quantitative (n = 909) results together reveal that the combinations of experiential purchase quality dimensions stimulating experience self-connection and braggart word-of-mouth in repeat visitors differ significantly from those for first-time visitors, emphasising the need for festival managers to pay close attention to how different visitor groups perceive and prioritise experiential purchase quality dimensions. The findings thus extend current understanding of how braggart word-of-mouth emerges in an experiential consumption context.
Original languageEnglish
Pages (from-to)239-252
Number of pages14
JournalAnnals of Tourism Research
Early online date28 Apr 2019
Publication statusPublished - May 2019


  • Braggart word-of-mouth
  • Experience self-connection
  • Experiential purchase quality
  • Festival tourism

ASJC Scopus subject areas

  • Development
  • Tourism, Leisure and Hospitality Management


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