Author(s): Worrachananun, M., & Srisuksai, N.
The objective of this research is to study the correlation between perceived experience of music festivals, subjective norms, satisfaction, and electronic word of mouth intention from the Cat Expo Music Festival. The researchers observe that there is a gap about Thai music festival study, therefore this research should help contribute to this area which will be beneficial to the music festival entrepreneur. The researchers collected 432 surveys together with responses from 20 interviewees to gain robust data in both the qualitative and quantitative spheres. The results fill the gap, the results show that there is a correlation between perceived experience and satisfaction among the Cat Expo Music Festival goers. Furthermore, satisfaction among the festival attendees also correlates with their intention to spread electronic word of mouth. All in all, the festival entrepreneur can apply the finding from this study to the festival that will be held in the future, as this research also show the consisting components that create satisfactory experience, which in turn, if perceived experience is rated high, it correlates with the satisfaction and intention to spread eWOM.