Analyzing online search patterns of music festival tourists

6533b81ffe1ef96bd1278696

RESEARCH PRODUCT

Analyzing online search patterns of music festival tourists

Manuel Cuadrado-garcía Juan D. Montoro

subject

exponential random graphs models InformationSystems_INFORMATIONINTERFACESANDPRESENTATION(e.g.HCI)Cultural participation Geography Planning and Development Music festival Travel experience UNESCO::CIENCIAS ECONÓMICAS Unstructured data Advertising user-generated data mediated consumer discovery Tourism Leisure and Hospitality Management Online search live music consumption Turisme Sociology cultural participation unstructured data Tourism

description

Music festivals, as cultural events that induce tourism flows, intermediate both the cultural and travel experience. The present study analyzes online search behavior of potential attenders to a music festival. We hypothesize that the search process reveals latent patterns of behavior of cultural tourists planning to attend music festivals. To this end, information from Google Trends on queries related to three popular music festivals is used to build a network of search topics. Based on it, alternative exponential random graph model specifications are estimated. Findings support the general result of mediated information flows: music festivals induce planning and traveling queries. However, differences relating to the specificities of the cultural event are also found, in particular those regarding what nodes or queries supply the network with more useful information.

year	journal	country	edition	language
2020-08-04	Tourism Economics

https://doi.org/10.1177/1354816620945440

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