New Theory for A Conceptual Framework towards Audience Delight

Shaik Azahar, Shaik Hussain and Quziana, Mohd Rozi (2021) New Theory for A Conceptual Framework towards Audience Delight. International Journal of Academic Research in Business and Social Sciences, 11 (5). pp. 468-480. ISSN 2222-6990

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Countries has developed strategies to attract tourists in order for them to experience, visit, engage and participate in a touristic product or service. The brand has become a trend in marketing and considered a medium for increasing product and services demand. Festival can have managed as a brand, where it is seen as a tourism product. The existence of festivals helps develop the tourism industry to enhance the economic sector and provide the best travel experience to visitors. In early 2020, the event industry has been affected by the pandemic covid-19 because the government banned gathering and cancelled events worldwide (Nilsson, 2020). As a result of this pandemic, the event industry needs to reevaluate how they conduct events. Some firm takes other initiatives by running event virtually. This paper focuses on developing a conceptual framework for the audience delight in a virtual arts festival. The artsfestival brand focuses on data collection medium in analysing the audience’s delight through the experience and personality felt.

Item Type: Article
Uncontrolled Keywords: Brand Experience, Sensory, Affective, Cognitive, Behavioural, Brand Personality, Audience Delight.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Academic Faculties, Institutes and Centres > Faculty of Applied and Creative Arts
Depositing User: Wan Bujang
Date Deposited: 28 May 2021 01:19
Last Modified: 28 May 2021 07:51

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