The evolving landscape of live music events demands more than outstanding performances; it requires immersive, multisensory environments that elevate attendee satisfaction. This study applies servicescape theory to explore how six environmental dimensions—ambient conditions, spatial layout and functionality, visual and symbolic design, social servicescape, engagement opportunities, and crowd condition and navigation—influence experiential satisfaction among music event attendees. Data were collected from 300 respondents across multiple large-scale events in Thailand and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Importance–Performance Map Analysis (IPMA). Results reveal that visual and symbolic design, ambient conditions, and engagement opportunities significantly enhance satisfaction, while spatial functionality and social atmosphere exert weaker but still meaningful effects. Crowd condition showed no significant influence. IPMA findings further highlight ambient and engagement features as high-priority improvement areas. The study advances servicescape research within live event contexts and offers actionable guidance for event organizers seeking to optimize attendee experiences.

Authors:
Maneenate Worrachananun, Bangkok University, Thailand
Pipatpong Fakfare, Bangkok University, Thailand

About the Presenter(s)
Asst. Prof. Dr. Maneenate Worrachananun is currently a faculty member at Bangkok University, where she specializes in teaching courses related to food and culture. For over a decade, she has been actively engaged in both teaching and conducting resea

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