Exploring Shinmyoung as an Extraordinary Festival Experience at the International Andong Mask Dance

Exploring Shinmyoung as an Extraordinary Festival Experience at the International Andong Mask Dance

With the increasing importance of experiential marketing, the consumer experience in the festival context has begun to receive attention. However, relatively little is known about the processes and consequences of festival experiences. This study explores consumer shinmyoung , an ecstatic experience indigenous to Korea that festivals can provide to their visitors. According to the survey data conducted among visitors in an international festival, the more positive the visitors evaluations of the festival s service quality, the more likely they were to have experienced strong individual and collective shinmyoung during the festival, and the more likely they were to visit the festival again. In turn, visitors who experienced stronger shinmyoung were also more likely to revisit the festival. This study is expected to provide practical insights for festival marketers in lights of experiential marketing by confirming the importance of shinmyoung as an extraordinary festival experience.