The main factors that determine the intention to revisit a music festival

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Abstract
We evaluate the intention to revisit a music festival, taking into account the Push factors (motivational factors), the Pull factors (the attributes of the destination) and the satisfaction level. We used a sample of 1179 answers. Our results show that the intention to return to this the event is influenced by the sociodemographic characteristics of the visitor, by the Push factors (the past experience with the festival), the Pull factors (visit to the city’s heritage and the festival’s attributes) and also the high levels of satisfaction. These results will be very useful to the organizers and local entities in order to define communication and marketing strategies. It will also attract a recurring audience that, in addition to the participation in the event, will also become involved with the city. In the context of the competition between tourism destinations, this information can be used by the different stakeholders to improve the success and impact of the event.

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