Conceptualizing and Developing a Music Festivalscape Scale: A Mixed Methods‐Grounded Theory Across Multiple Cases

ABSTRACT Festivalscape constitutes a critical determinant of visitors' festival experiences. Existing research inadequately captures the distinct characteristics of music festivals essential for visitors' hedonic recreational experiences. Employing a mixed methods grounded theory (MM‐GT) approach, this study develops and validates a music festivalscape measurement scale. Based on data from three Midi Music Festivals (2021–2023), the research integrates qualitative insights from 23 in‐depth interviews with quantitative evidence from 1298 surveys to identify core dimensions and assess scale reliability and validity. Results indicate that music festivalscape encompasses visitors' holistic perception of tangible and intangible environmental stimuli, comprising four dimensions: site and landscape esthetics, venue and operational supports, layout and design variables, and multisensory live music experience. The resultant 19‐item scale demonstrates high reliability and validity. This research provides an empirically validated measurement tool and offers actionable recommendations for festival organizers.