Festivals bring people together, and the experiences of festivalgoers may have a profound effect on those who hear about them; hence, social media is an ideal medium through which to spread the word. This study aimed to examine the role of social media in influencing festival attendance. Our aim in doing this research was to learn more about the role that social media plays in attracting festival-goers. This article describes and analyses how festivals use social media, with a focus on how this practice relates to the festivals' goals in terms of building relationships with attendees. A total of 446 festival organizers responded to a survey covering topics such as demographics, logistics, social media, and patron participation. The findings show a correlation between customer focus and both the frequency and timing of social media activity. Some methods are outlined that businesses may use to increase their visibility on social media.

Social media, Events, Facebook, Festival, Tourism