The global scenarios or environments, where cultural events occur including complementary activities, publics and professionals.
Published in Chapter:
Measuring Attendees' Cultural Event Experiences: Insights From 365 Algarve
Magda Wikesjö (Faculty of Economics, University of Algarve, Portugal),
Manuela Guerreiro (Faculty of Economics and Research Centre for Tourism, Sustainability, and Well-Being (CinTurs), University of Algarve, Portugal),
Patrícia Pinto (Faculty of Economics and Research Centre for Tourism, Sustainability, and Well-Being (CinTurs), University of Algarve, Portugal), and Dália Paulo (Loulé's Municipality, Portugal)
Copyright: © 2020
|Pages: 17
DOI: 10.4018/978-1-7998-3156-3.ch011
Abstract
This chapter explores the concept of cultural event experience, as the interaction between an individual and the cultural event environment, altered by the level of engagement with multiple experiential elements and outputs, measured in four dimensions: experience novelty, affective engagement, cognitive engagement, and conative engagement. The purpose is to test the event experience scale (EES) as a valid measurement instrument for cultural event experiences, producing valuable insights for stakeholders and marketing management teams. The empirical study lays on a program of cultural and artistic events, the “365 Algarve,” which was launched in a bottom-up approach to involve residents and local cultural groups to increase territory cohesion and to reinforce the brand image of Algarve. Using a sample drawn from the attendees present at those events, the results confirm the validity of EES with a new dimension emerged: experiential learning. The study reveals a possible new measurement instrument, the cultural event experience scale (CEES).