ABSTRACT
This chapter explores the sustainability of film festivals by examining their role as arenas for social engagement. Data were collected through an online survey distributed to a consumer panel of individuals in the Nordic countries and the UK who had attended a film festival in the past 12 months. First, we examined the significance of social aspects as motivational factors for attendance. The results revealed that although the respondents’ primary motivation for attendance was their interest in films, social motivation indicators (relatedness, social observation and togetherness) also had high motivational value. Next, we investigated the relationship between different experience dimensions, including social interaction, and satisfaction and loyalty, acknowledging the latter as indicators of economic sustainability and long-term viability of an event. This chapter adds to the literature on events and festivals by highlighting the value of social aspects both as motivations and as integral parts of a holistic experience. A deeper understanding of the relationship between social factors and satisfaction/loyalty can aid in ensuring the sustainability and survival of recurring film festivals.
