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Personal meaning mapping (PMM) has been used extensively to understand visitor meaning making in a range of free-choice contexts. This research note presents PMM as a useful tool for understanding festival visitor experiences in the complex and challenging context of festival events. While past research has explored the meaning of festivals from various perspectives, in-depth explorations of the holistic festival visitor's experience has rarely been explored in situ from the attendee's perspective. Considerations for implementing PMM in festival settings are explored.
