Lessons in Managing Visitors Experience: The Case of Future Music Festival Asia (FMFA) 2014 in Malaysia

Abstract

From religious celebrations to massive music festival, Malaysia is always known as a very festive country. Being one of the fastest growing sectors in tourism industry, music festival is celebrated lively everywhere in this region. However, not much research has been done to identify factors that visitors view as important for a good festival experience. This study analyzes visitor trends and motivational factors in attending the Future Music Festival Asia (FMFA 2014) as well as visitors’ insights on facilities and services especially on safety concerns on the event that was held in Kuala Lumpur, Malaysia in 2014. A questionnaire survey was used as the primary method of data collection and was distributed throughout the two days during the festival. The findings highlighted the visitors’ priority in selecting facilities and services and learn more about better arrangements on facilities and services that have the most impact toward future attendees. It would also enable festival organizers to better understand the impact of events landscape for Malaysia’s tourism industry.