The impact of anticipated feelings and artist fame on customers' decisions to attend live flamenco shows

Most current research on consumer behaviour focuses on customer satisfaction, trust, and loyalty. However, few
studies evaluate the factors influencing customers’ decisions to attend live performances, particularly in the
context of flamenco. This study aims to fill this gap by examining how anticipated feelings and artist fame impact
customers’ decisions to attend live flamenco shows. Using a sample of 584 flamenco consumers and applying
Structural Equation Modelling, this research finds that anticipated feelings play a crucial role in driving attendance, while the influence of artist fame is more nuanced. The results reveal that while the artist fame does not
directly increase attendance, the emotional connection fostered during performances significantly impacts customers’ intentions to attend future shows. These findings underscore the importance of prioritising the emotional
experience in marketing strategies for live flamenco shows. Additionally, the study highlights the potential for
flamenco festivals to enhance the cultural identity and appeal of tourist destinations, contributing to increased
tourism and economic benefits. This research provides valuable insights for music industry managers and
marketers, suggesting that fostering emotional engagement and authenticity can drive attendance and loyalty in
the traditional music sector.