Research on the factors influencing tourist loyalty to outdoor music festivals: An application of stimulus-organism-response paradigm

The Strawberry Music Festival, a local event in China, has been hosted in major cities nationwide since early 2024. Its growth has not only increased brand recognition but also stimulated economic and cultural development in its host cities. The festival’s themes of "spring, romance, and love" reflect attitudes and cultural ideals that resonate with many music enthusiasts, particularly the youth.

The research was conducted in Shenyang, Liaoning Province, a city known for its rich history, modern urban style, and thriving music scene. The 2023 Shenyang Strawberry Music Festival, branded as "Hello, Shenyang!" spanned two days and attracted over 40,000 attendees with its impressive lineup, striking stage design, and four vibrant performances. Approximately half of the visitors traveled from other cities, bringing a substantial boost to Shenyang's cultural, tourism, and economic sectors. This study focused on participants of the 2023 Shenyang Strawberry Music Festival. At the festival's end, researchers used convenience sampling at the exits to recruit departing attendees for data collection, a process that took 20 to 25 minutes per participant. Only individuals aged 18 and older were included in the study. Following the recommendation of a minimum of 200 samples for structural equation modeling, we collected 673 usable responses, exceeding the suggested sample size for robust data analysis.