On the role of “tactile value” in cultural consumption: an empirical research in the live music industry

To what extent does the sense of touch matter in cultural consumption? After an extended period of limited social gathering due to COVID-19, it is vital to assess the importance of physical contacts in cultural events. Focused on the live music industry, our paper addresses the following question: How important is the perception and experience of tactile value amongst festival- and concertgoers? For this purpose, we conducted a survey between September and November 2021 and collected 142 exploitable questionnaires. Our goal was to detect structural relationships between latent variables related to touch through a Structural Equation Model. The latter reveals the relative pleasantness of tactile value experienced by our respondents, with effects on their live music experience. In view of the importance of tactile value in live music events, we formulate several recommendations to practitioners and cultural policy in order to further take into account this variable in decision making.