How do fandom symbols at music events influence travel intention? A moderated mediation model

Dados Bibliográficos

ID21698950
AutoresXinzhi Chen (Guangdong Peizheng College), Jianchi Dai (0000-0002-3986-8910, Guangdong Peizheng College, autor correspondente), Fangfang Yi (0000-0003-0021-823X, Guangdong Peizheng College), Fashu Yi (0000-0003-0200-5174, Guangdong Peizheng College)
Ano2026
Volume29
Fascículo4
Páginas749-769
Data de publicação2026-02-16
Peer ReviewedSim
Open AccessNão
TipoARTICLE
PeriódicoCurrent Issues in Tourism (JOURNAL)
Identificadores do periódicoISSN: 1368-3500 • E-ISSN: 1747-7603
EditoraInforma UK Limited (PUBLISHER • GB)
DOI10.1080/13683500.2024.2433552
OpenAlexW4405327419
IdiomaEN
Referências citadas113

Fandom, as a symbol at music events, can elicit positive emotions in spectators and drive valuable consumption. However, few studies have focused on the features of fandom symbols or their marketing effects. This study extends the literature on fandom and music events by investigating the effects of fandom symbols in music events on tourists’ travel intention, based on symbolic interaction theory. Three experiments were conducted to investigate the effect. The results show that the presence of fandom symbols increases travel intention. Excitement and the music events revisit intention mediate this effect. The moderating role of social phobia has also been verified, indicating that the effects of fandom symbols are less significant for individuals with social phobia. These findings have theoretical and managerial implications

Advertising · Fandom · Media studies · Mediation · Social science · Sociology · Computer Science · Consumer Behavior in Brand Consumption and Identification · Psychology · Social Psychology · Sport and Mega-Event Impacts · Sports, Gender, and Society