In the past two years [2010-2012] we have done research on the visitor experience of music festivals. We conducted several surveys asking festival visitors for demographic variables, taste in music, their motivation for visiting festivals, mentalities and the evaluation of the festival. We also asked for the use of social media before, after and during the festival. Results show that visitors using social media have a significantly different festival experience from users that do not use social media before, during or after the festival. Results on difference in festival satisfaction are mixed.
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De veelheid aan verschillende festiviteiten en evenementen roept de vraag op of deze veelheid zich laat opdelen in verschillende categorieën zodat we beter kunnen duiden wat bijvoorbeeld een festival is. We voelen aan dat een bruiloft, carnaval, de WK finale Rugby, een TeDtalk en het Sziget festival naast overeenkomsten ook verschillen kennen. In ieder geval gelden er andere regels over hoe we ons (moeten) gedragen en wat we mogen verwachten. Maar wat zijn die overeenkomsten en verschillen dan precies? Het antwoord op deze vraag helpt om preciezer te kunnen aangeven waar uitspraken in artikelen en boeken betrekking op hebben: een bewering doen over de toename over de jaren van het aantal festivals vereist wel dat we weten waarover we praten.
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Alcohol Use Disorder (AUD) involves uncontrollable drinking despite negative consequences, a challenge amplified in festivals. ARise is a project using Augmented Reality (AR) to prevent AUD by helping festival visitors refuse alcohol and other substances. Based on the first Augmented Reality Exposure Therapy (ARET) for clinical AUD treatment, ARise uses a smartphone app with AR glasses to project virtual humans that tempt visitors to drink alcohol. Users interact in a safe and personalized way with these virtual humans through phone, voice, and gesture interactions. The project gathers festival feedback on user experience, awareness, usability, and potential expansion to other substances.Societal issueHelping treatment of addiction and stimulate social inclusion.Benefit to societyMore people less patients: decrease health cost and increase in inclusion and social happiness.Collaborative partnersNovadic-Kentron, Thalamusa
Alcohol use disorder (AUD) is a pattern of alcohol use that involves having trouble controlling drinking behaviour, even when it causes health issues (addiction) or problems functioning in daily (social and professional) life. Moreover, festivals are a common place where large crowds of festival-goers experience challenges refusing or controlling alcohol and substance use. Studies have shown that interventions at festivals are still very problematic. ARise is the first project that wants to help prevent AUD at festivals using Augmented Reality (AR) as a tool to help people, particular festival visitors, to say no to alcohol (and other substances). ARise is based on the on the first Augmented Reality Exposure Therapy (ARET) in the world that we developed for clinical treatment of AUD. It is an AR smartphone driven application in which (potential) visitors are confronted with virtual humans that will try to seduce the user to accept an alcoholic beverage. These virtual humans are projected in the real physical context (of a festival), using innovative AR glasses. Using intuitive phone, voice and gesture interactions, it allows users to personalize the safe experience by choosing different drinks and virtual humans with different looks and levels of realism. ARET has been successfully developed and tested on (former) AUD patients within a clinical setting. Research with patients and healthcare specialists revealed the wish to further develop ARET as a prevention tool to reach people before being diagnosed with AUD and to extend the application for other substances (smoking and pills). In this project, festival visitors will experience ARise and provide feedback on the following topics: (a) experience, (b) awareness and confidence to refuse alcohol drinks, (c) intention to use ARise, (d) usability & efficiency (the level of realism needed), and (e) ideas on how to extend ARise with new substances.
In recent years, organizations across Europe, and the Netherlands in particular, have increasingly supported efforts to enhance the sustainability of festivals such as the European Climate Pact, launched by the European Commission as part of the European Green Deal, European Festivals Association and Green Deals Circular Festivals in the Netherlands (European Union [EU], 2025). As a result, festivals across Europe are growing their environmental stewardship and serving as prototypes for wider societal transitions towards sustainability (Calvano, 2024; Irimiás et; al., 2024). However, festival organizers and other stakeholders still face challenges in developing effective communication strategies that truly activate more sustainable behaviour among festival goers (Harms et. al., 2023). Generic, one-size-fits-all approaches are often applied, yet they tend to have limited impact. This is also due to the diverse nature of music festivals, ranging from indoor to outdoor settings, single-day events to multi-day experiences, and from urban to rural locations, all of which shape the audience, context, and communication needs in unique ways (Tölkes & Butzmann, 2018; Dodds et. al., 2020). Essentially, festivals are ideal for informing, experiencing and activating sustainable behavioural change through effective communication before, during and after festivals. It is therefore crucial that a more targeted approach is utilized where messages can be tailored to make communication more effective (Temmerman & Veeckman, 2024). To address pressing sustainable and social challenges within the festival sector, NHL Stenden (NHLS) will collaborate with ESNS and Thansk on a design research project. In partnership with a network of festival organizers, industry professionals, and experts, the project will explore effective communication strategies for sustainability. The goal is to develop an actionable, research-informed roadmap that supports music festivals in enhancing their sustainability communication tailored to the sector’s dynamic and diverse nature.
