Satisfaction Scoring Index for a musical festival during and after the event: The NOS Primavera Sound Case Study

Abstract

Purpose: We present a Satisfaction Scoring Index (SSI) for a musical festival during and after its occurrence, using the NOS Primavera Sound as a case study.

Methodology: Data from two random samples during and after the event were collected in the 2016 edition. The respondents were asked to rate their level of satisfaction throughout a five-point Likert scale (between 1 = “not satisfied” and 5 = “very satisfied”). The data were subjected to principal components analysis with varimax rotation to identify the weights of the level of satisfaction.

Originality: It is the first time that SSI is applied to a music festival. We created a new framework that allows the scoring and ranking of the level of satisfaction and, consequently, can be a tool to support decision-making.

Findings: The SSI during and after the festival is different. And the main difference is that the visitor attributes greater satisfaction to the musical stages during the event than after the event. This result is very relevant, and deserves a reflection on the part of the organization, since the stages are the core business of the event.

Practical Implications: Understanding satisfaction in the most famous musical festival of the North of Portugal and what attracts more foreign tourists, could support the organizers and other stakeholders to improve services for visitants, adapting them  to their preferences and, ultimately, provide better service in subsequent editions.

Research limitations: We do not guarantee that the same festival visitors responded to the surveys during and after the event.

Keywords: Musical Festival, Satisfaction levels, Factorial Analysis.