Title: EXPLORING THE COMMERCIAL APPEAL OF MUSIC EVENTS: THE ROLE OF FUSION BETWEEN MODERN MUSIC AND TRADITIONAL CULTURAL ELEMENTS IN VIETNAM
Authors:
Quan Nguyen Van* and Minh Tran Thu
Abstract:
The rapid expansion of the live music industry has intensified competition among event organizers to create distinctive and memorable experiences that enhance audiences’ behavioral intentions and commercial success. In response to the growing demand for culturally meaningful experiences, contemporary music events increasingly integrate traditional cultural elements into modern performances. However, empirical evidence explaining how such cultural fusion influences the commercial appeal of music events remains limited, particularly in emerging creative economies such as Vietnam. Drawing upon Experience Economy Theory and Authenticity Theory, this study investigates the relationships among cultural fusion, perceived authenticity, commercial appeal, and cultural identity. Specifically, the study examines the direct effect of cultural fusion on commercial appeal, the mediating role of perceived authenticity, and the moderating role of cultural identity. A quantitative research approach was employed using survey data collected from 220 attendees of five major Vietnamese music events incorporating traditional cultural elements. The proposed conceptual model was analyzed using partial least squares structural equation modeling (PLS-SEM). The findings reveal that cultural fusion positively influences both perceived authenticity and the commercial appeal of music events. Perceived authenticity further exerts a significant positive effect on commercial appeal and partially mediates the relationship between cultural fusion and commercial appeal. In addition, cultural identity significantly strengthens the positive relationship between cultural fusion and perceived authenticity, indicating that audiences with stronger cultural attachment perceive culturally integrated performances as more authentic. These findings extend the literature by integrating Experience Economy Theory and Authenticity Theory into a unified framework explaining consumer responses to culturally integrated music events. The study also provides practical implications for event organizers, artists, policymakers, and destination marketers seeking to enhance the competitiveness of music events while simultaneously promoting Vietnamese cultural heritage and supporting the sustainable development of the creative economy.
Keywords: Commercial appeal; cultural fusion; cultural identity; music events; perceived authenticity.
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