The Study on the Effect of Popular Music Festival Experience Types on Image and Revisit Intention: Focused on the Waterbomb World Tour Festival

Purpose: This study empirically investigates the relationships between participants' diverse experiences, perceived festival image, and revisit intention, focusing on an innovative festival model such as the Waterbomb World Tour Festival. The research centers on the impact of experience types at the Waterbomb World Tour Festival, a popular music festival, on both festival image and revisit intention. Methods: An empirical research method was employed, and data were collected via an online survey conducted through the Wenjuanxing platform during January 2024, targeting visitors to the Waterbomb World Tour Festival. Results: The collected data encompassed participants' experiences, perceptions, and behavioral intentions, leading to the following key findings: First, various types of festival experiences—sensory, emotional, cognitive, behavioral, and relational—were found to have a significant positive impact on festival image and revisit intention. Second, the image formed through the festival experience significantly influences revisit intention and mediates the relationship between experience types and revisit intention. Conclusion: This study underscores the importance of considering participants' diverse experiences in the development of programs, employing strategic approaches to foster a positive festival image, and utilizing experiential marketing to encourage revisit intentions for the successful management of innovative festival models.