Development and Pilot Validation of an Instrument Measuring Generation Z's Behavioral Intention Towards Festival Events
Keywords:
Festivals, Gen Z, Behavioral Intention, Media Influence, Festival Image, Instrument Development, Pilot Study, Measurement Validation
Abstract
Generation Z has become an important consumer segment in the festival industry; therefore, there is a need to develop a reliable instrument to measure the factors influencing their behavioral intention towards festival events. The study aimed to design and conduct a preliminary validation of a measurement instrument comprising four constructs: media influence, social interaction, festival image, and behavioral intention. A quantitative pilot study was conducted with 36 Generation Z respondents, and the data were analyzed using descriptive statistics and Cronbach’s Alpha. The results revealed satisfactory internal consistency for all constructs (? = 0.864-0.933), indicating that the proposed instrument is reliable and suitable for future large-scale empirical investigations. The validated instrument provides a methodological base for future research on Generation Z festival behavior.
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References
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Published
2026-09-15
How to Cite
Ghazali, A. R., Abdul Ghani, W. S. W., Ramli, N., Mohd Rashid, N., Asnawi, N. H., Mohamad, S., & Mohamad Nazer, M. H. (2026). Development and Pilot Validation of an Instrument Measuring Generation Z’s Behavioral Intention Towards Festival Events. Information Management and Business Review, 18(3(I), 83-94. https://doi.org/10.22610/imbr.v18i3(I).4895
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Copyright (c) 2026 Ayu Rohaidah Ghazali, Wan Soraya Wan Abdul Ghani, Nurakmal Ramli, Norhidayah Mohd Rashid, Nini Hartini Asnawi, Syazwani Mohamad, Muhammad Hafizuddin Mohamad Nazer
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