Skip to main content

Research Repository

Advanced Search

It wasn't me, it was my 'festival me': the effect of event stimuli on attendee identity formation.

Davis, Andrew


Andrew Davis


Consumption of tourism activities plays a symbolic role in the formation of individual and group identity. However, research into specific tourism contexts is unequal, with live music and festival events often overlooked. This research helps rectify the imbalance by exploring consumer identity formation during a live festival event. Literature first reviews identity theory, before contextualizing to the festival event. Inconsistencies in identity levels, and confusion over the contribution active context plays within identity formation are emphasized. These uncertainties are explored using an interpretivist methodology, namely thematically analyzed, semi-structured interviews and researcher observation. Discussion identifies four unique levels of identity and highlights stimuli that contribute to these levels. Positioned within the 'Event Identity Model', Event Identity - a harmonious identity between the individual, other attendees, and the event - is deemed the optimal identity state. Recommendations focus on providing a consistent consumer identity pre-, during, and post-event to increase consumer enjoyment.


DAVIS, A. 2017. It wasn't me, it was my 'festival me': the effect of event stimuli on attendee identity formation. Tourism management [online], 61, pages 484-500. Available from:

Journal Article Type Article
Acceptance Date Mar 12, 2017
Online Publication Date Mar 23, 2017
Publication Date Aug 31, 2017
Deposit Date Apr 11, 2017
Publicly Available Date Mar 24, 2019
Journal Tourism Management
Print ISSN 0261-5177
Electronic ISSN 1879-3193
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 61
Pages 484-500
Keywords Consumer identity; Event identity; Identity formation; Festival event
Public URL


Downloadable Citations