Let The Music Flow: Exploring the Impact of Festivalgoers’ Happiness on Music Festival Behavioral Intentions in Indonesia

With the rapid expansion of music festivals, several previous research gaps remain. Prior research has tended to focus on satisfaction and individual-level experiences, leaving the role of festivalgoers’ happiness and its influence on behavioral intentions underexplored, as well as overlooking the relational and communal nature of music festival experience. This study aims to explain how music flow experience and social experience influence festivalgoers’ happiness, festival revisit intention, and willingness to pay a premium ticket price. Survey data from 251 festivalgoers at three major Indonesian music festivals were analyzed using PLS-SEM. Findings show that music flow and social experience positively influence happiness, which in turn influences behavioral outcomes. These findings theoretically advance happiness as a primary emotional driver connecting music flow and social experience to behavioral intentions and practically highlight the importance of music festival that delivers immersive musical enjoyment, meaningful social connections, and communal experiences to enhance happiness and support sustainability.