Chapter one
Introduction
In the last few years, festival and event industry has experienced exponential growth. In fact, it is now considered as the fastest growing segment of the larger Leisure Industry (Nicholson & Pearce 2001). Music festivals are one of the most common events in the UK Festivals and event industry. Their origin can be traced back into the 1960s when the first large-scale music festival known as Isle of Wight festival was held for the first time (Rudolph 2016). After the success of the Isle of Wight festival, more music events started to emerge year after year. As of now, it is estimated that more than 1000 music festivals are held annually in the UK (Dean 2016). Currently, the music festivals in the UK are estimated to be worth €2 Billion and the value is expected to increase to €3.5 Billions in the next four year (Dean 2016).
The growth of Music festivals in the UK has not only attracted new event organizers but has also attracted the attention of the academic researchers. Some of the researched topics in regard to music festivals include the economic and social impacts of the events, people perception toward the event (Gelder& Robison 2009). In additional, over the year, academician has focused on identifying factors that motivate people to attend event and festivals (Uysal et al 1993, Crompton and McKay 1997, Egresi& Kara 2014 among others).
As contended by Crompton and McKay (1997), there are three reasons as to why understanding Motivation for attending music events is crucial to the event organization in this era. First, understanding motives for attending events would help event organizers design better product and services for the clients/audience. It is well known in the marketing field that people do not really buy product or services; they buy the expectation of benefits to satisfy their needs. It is for this reason therefore that understanding factors that motivate people to attend music events are crucial. By understanding these motives, the event organizers would be in a better position to design the practical setting and context of the festivals in a way that will fulfill the needs or expectation of the people hence increasing attendance (Crompton and McKay 1997).
Secondly, it is important to understand the factors that motivate the people attendance to the music festival as this is directly related to satisfaction. As asserted by Crompton and McKay (1997), it is crucial to understand the motivation for festival attendance since motives are usually a precursor of satisfaction. With the mushrooming of even more music festivals everywhere, most of these events nowadays draw huge audiences from local areas and long–term sustainability, therefore, dependent on repeated visitation. Satisfaction with the events is thus crucial as it determines whether the attendees/audience will return to the events or not (Egresi& Kara 2014). Therefore, in order to encourage more people to attend a music festival, the event organizers must be able to satisfy the needs of the attendees/ audiences. Event organizers can only be able to satisfy audience/attendees’ needs only if they understand their motive for attending the events.
Thirdly, understanding the people’ motivation for event attendance is crucial for marketing purpose. By understanding the people’s motives for attending the event, the event organizers would be able to understand their decision-making process. This would, in turn, help design marketing, and promotional activities for the event that is more appealing hence attracting more audiences/attendees (Crompton & McKay 1997, Egresi& Kara 2014).
It should be acknowledged that there are quite a good number of studies that focus on motivation for event and festival attendance. However, almost all of the studies available have focused on identifying motives for event and festival attendance in very generic manners without taking demographic characteristic into perspectives. They have for example assumed that what motive men to attend music event and festival is the same as those that motivate female. They have also assumed that what motivated young people is the same as what motivate people in their midlife or late life. The same assumption is also held in regard to other demographic characteristics including marital status, education, and income among others. Unfortunately, there is no empirical evidence to support such assumption. This assumption may be right and might wrong as well and as such a study that look at the influence demographic characteristic has on motives for the music festival is much needed. The availability of such a study would help in addressing some of the puzzlements that are currently experienced in the event and conference industry. For instance, in the initial days of the music festival, attendance was almost evenly distributed across some demographic characteristic. However, there is an observable trend in regard to music events attendance in the current times. Unlike before, a recent study conducted by MSN on behalf of Gigwise showed that the average age of attendance has increased to 36 years. What this mean is that more youths are not attending music events and festival anymore. The study by MSN (2013) indicates that 60 percent of the youth have no intention to attend any music events or festival anytime soon. Although affordability has been cited as the biggest contributor to the declining number of youth attending music events (MSN 2013), the factors that motivate the youth may also be missing on the current music events hence the declining number of youth attendees. It is, therefore, important to bring age as well as other demographic characteristics into the forefront of motivation studies in the event and conference management industry so as to understand motives for attendance in a more in-depth and conclusive manner. This study aims to address the aforementioned research gap by not only investigating what motivate people to attend tramline music festival but also looking at how such motives are influenced by demographic characteristic.
Case study; Sheffield’s Tramline Music Festival
The Sheffield Tramline Music Festival is an annual music festival that has been held since 2009(Tramlines 2016). The name of the music festival was inspired by the in-city super tram system. The event’s line-up consists of local, national and international artists. The first festival was held in 2009 and was viewed as a big success as thirty-five thousand people from all over the Yorkshire and the entire UK attended it.
Following its success in 2009, the organizers of the Tramline music event organized and announced the 2010 edition and decided to make it an annual event. In the 2010 edition, more than 250artists performed. The numbers of the audiences also increased from thirty-five thousand to seventy thousand people.
In the first three years, the festivals were free of charge to attend. However, in 2013, the events did not manage to attract sufficient financial support from sponsors and such the event organizer was forced to introduce an entry fee of €6 per day event though a large free fridge element was retained. Unfortunately, the number of people who attended the event in 2013 decreased from one hundred and seventy-five thousands as recorded in 2012 to ninety-five thousand people (BBC 2013). This decrease in attendance was attributed to the introduction of the entry fees.
Lack of sufficient funding and the increase in cost forced the event organizers to increase the entry fee further from €6 to €12 per day in 2014. The funding crisis continued to bit in 2015 and the organizer was forced once again to raise the fees to € 30 per day. Since the introduction of the fee, the attendances into the festival decreased. However, as contended by Cramptom and McKay (1997), Understanding the motives of attending such events can help design better product and services leading to satisfaction which in turn lead to improved/increased attendance.
Aim
As mentioned above, while there are quite a number of studies that has previously looked at what motives people to attend events, almost all of them have ignored the role played by demographic characteristic in influencing those motives. For instance, as stated by Van (2006) the factors that motive the youth may be different from those motivate others age groups and as such a study that took demographic differences into perspective is much needed. In addition, almost all of the available studies on motivation for event attendance assume that motives for attendance are the same across all type of events and across the different region. This assumption was proven to be wrong by a recent study conducted Milohnic et al (2016) where the motive for attendance was found to vary according to the type of events. Based on this context the aims of this study is to investigate factors that motivate people to specifically attend Music festival as well as investigate how those motivates are influenced by demographic characteristics/variables from a UK perspective.
Objectives
· To investigate factors that motive people to attend music festivals. This objective will be achieved by conducting a survey with tramline music festive-goers in order to understand what motives them to attend the festival.
· To determine whether motives for music festival attendance differ based on age group. This objective will be achieved by analyzing survey feedback based on age group.
· To determine whether motives for music festival attendance differ based on gender. This objective will be achieved by conducting a survey with people who had previously attended Tramline music festival and then conduct statistical analysis to determine whether those motives differ between genders.
· To determine whether motives for music festival attendance differ based on marital status. This will be achieved by conducting a survey to identify motives for attending Tramline music festival and then conduct analysis to identify whether those motives differs with marital status
· To determine whether motives for music festival attendance differ based on the frequency of attendance. This will be achieved by conducting a survey to determine factors that motivate people to attend a music event and then conduct a statistic analysis to determine whether those motives differs based on marital status
Research questions
· What are the factors that motivate people to attend a music festival in the UK?
· Do the motives for music festival attendance differ based on age group?
· Do the motives for music festival attendances differ based on gender?
· Do the motives for attending music festival differs based on marital status
· Do the motives for attending music festival differ based on the frequency of attendance?
Research Hypothesis
H1: Motives for music festival attendance differ based on age group
H2: Motives for Music festival attendance differ based on gender
H3: Motives for attending music festival differs based on marital status
H4: Motives for attending music festival differ based on the frequency of attendance.
Purpose of the research
The finding of this research has both academic and practical implication in the file of events management. In the academic field, the research will provide a useful theoretical contribution toward understanding music events attendances. The research also provides the foundation for further studies on the same topic. On the other side, the research will help event organizers not only understand what motives people to attend music festivals but it will also shed more light on how such motives varies according to the demographic characteristic. This will go a long way in helping them being able to design better product and services, develop more effective marketing campaigns as well as meet the need of attendee which will improve their attendances.
Definition of term
In this study, several key terms have been used repeatedly with other being used interchangeably. In this section of the dissertation, all the major terms used in the study will be defined to show their real meaning as used herein.
Event –a planned public or social occasion
Festival- a series of an organized event held in the same place and in a particular sequence of time e.g. annually.
Music festival- an organized event, typically lasting for few days which feature performance by various musicians
Motivation- The internal factors that arouse integrate and direct a person’s behaviour (Egresi and Kara 2014).
Motives- The reason for doing something. For instance, the reasons for attending a music festival
Both motivation and motive are used interchangeably in this study
Structure of this thesis
This thesis is made up of six chapters. Chapter one which titled ‘Introduction’ provides the foundation of the research. Specifically, the chapter introduced the readers to the topic of interest as well as communicate the aims’, objectives research question and purpose of the study. The second chapter which is titled ‘literature Review’ reviews the existing literature and previous study in the area of event and festival attendance. The third chapter which is titled ‘methodology ‘provide a clear explanation of the research method adopted, how data was collected and analyzed. It also discusses various ethical issues relevant to this study. The fourth chapter titled ‘Results’ presents the finding of this study. The fifth chapter which is titled ‘Discussion’ provides an in-depth analysis of the research finding by comparing it with existing literature review. The final chapter which is titled conclusion and recommendation provide a summary of the study finding as well as make a practical recommendation as well as the recommendation for further research.
Chapter Two
Literature Review
Music events and festivals have increasingly become so common both in urban and rural areas. According to Allen et al (2011), the popularity of festivals and events is based on the facts that they are an important expression of human activity which makes major contribution to people’s cultural and social life. Economic benefits have also been said to be another reason that has contributed to the popularity of music events and festivals. According to Egresi and Kara (2014) other than making a major contribution to people cultural and social life, music events and festivals also help improves the economic situation of the local population hence gaining general acceptance from local communities.
Despite the increasing popularity of music and festival events, little is known as to what motivate people to attend such festivals from a UK perspective. However, in the global context, there is a growing stream of studies focusing on the visitors’ motivations for attending festivals and events. In this section of this dissertation, these studies will be reviewed in order to lay foundation for the current research
Motives for attending Music event and festivals
Motives are defined by Egresi& Kara (2014) as the internal factors that arouse, integrate and direct a person’s behaviour. When looked at from event and festivals attendance perspectives, Motives refer to the internal factors i.e. needs and wants, that determine the actions taken by individuals as far as attendance to the event or festival is concerned (Crompton and McKay 1997).
As mentioned by Egresi& Kara (2014), the earliest studies on motivation for event and festival attendance were inspired by social Psychology theory such as the Maslow hierarchy of needs theory. However, two theory of events motivation namely Push and pull theory (Dann 1981) and seeking and escaping theory (Iso-Hola 1980), late remerged which has inspired most of the recent researches in the field.
Push and pull theory
The push and pull theory argues that people are motivated to attend a music event or festival by two set of factors i.e. Push factors and Pull Factors. Push factors refer to all those internal psychological needs and want e.g. emotional needs (Dann 1981). On the other hand, Pull factors are external factors that arouse people interest and stimulate them to act (Dann 1981) for instance, event offering. According to Snepenger et al (2006), people attend an event because they are ‘pushed’ from internal imbalance and the need to seek optimal arousal and are also ‘pulled’ by the offering of the event. In other words, Push factors are conceptualized as those psychological factors within an individual that drive that influence their decision and in this case attendance to the music festival. On the other hand, pull factors are those external forces especially related to festivals that influence individual decision to attend or not attend (Dikmen 2012). According to Dann (1981), although both sets of factors are crucial in decision -making, the push factors precede the pull factors. A person first experience the internal needs (push factors) to attend an event and the pulls factors only help to determine which event to attend.
The seeking and escaping theory
Another important theory in event motivation literature is the seek-escape theory which was coined by Iso-Ahola (1983). According to the seeking and escaping theory, people attend event and festival due to two motivational forces i.e. (1) the desire to escape their stressful and boring life, (2) to seek personal rewards and relaxation. Iso-Ahola (1983) also noted that the two motives for attending music event are not mutually exclusives since both of them can be present at the same time. For instance, an individual may decide to attend an event because he wants to experience the environment as well as seek opportunity for socialization at the same time. Iso-Ahola (1983) also mentioned that, in any leisure activity, the two motivation forces are always there, but the intensity of each force can vary with individuals.
As mentioned earlier most of the recent and emerging studies on motivation for event attendances have developed their theoretical framework based on the two theories discussed above i.e. Push and Pull theory, seeking and escaping theory and most of them if not all has validated the two theories. The study by Crompton (1967) is one of the earliest studies to validate the two theories mentioned above. In his study finding, Crompton (1967) identified seven factors that motivate people to attend event and festivals. These factors are (1) desire to seek new and different experience (Novelty); (2) desire to interact with others (socialization); (3) The desire to be command widespread respect and admiration from others (Prestige); (4) The desire to relax both mentally and physically from day-to-day stress (relaxation and rest); (5) the desire to learn and expand knowledge (Intellectual enrichment); (6)The desire to enhance family cohesion (Family togetherness); (7) the desire to engage in behaviour related to child or adolescent (Regression). In 1997, Crompton &McKay, relooked on the Crompton earlier study and ended up finding six motives for event and festival attendance which are Novelty, cultural exploration, rest and relaxation (also called escape), known group socialization (i.e. socializing with friends), external interaction and family togetherness.
After Crompton (1967) study, numbers of other studies on the same area emerged globally. One of such study was conducted by Uysal et al. (1993) in which a survey of 174 people was conducted to determine their motivation for attending a festival. In this study, Uysal et al (1993) identified 5 main motives for festival attendance. These five factors are; Escape (i.e. Relaxation and resting from daily routine), thrill, event Novelty, family togetherness, and socialization. In another study by Dodd et al (2006) that investigated young people motivation for attending music and wine festival, 14 motives were identified. These motives are: enjoying food and refreshment on offers, to be with friend, to be part of the festival crowd, to enjoy the music including see the musician, to meet similar people, to rest and relax, to enhance family togetherness, to relieve tension and stress, to experience the festival atmosphere, for thrill/excitement, and to enjoy special event.
Although classified differently, Shone and Parry (2004) also had similar motivation dimension to those of Cromptom and McKay (1997) and Uysal et al (1993) with some little variation. In their work, Shone and Parry (2004) argues that people are motivated by 4 main motives to attend an event. These motives are social, organizational, personal and physiological Motives. According to Shone and Parry (2004), Social motives refer to the chance to interact and socialize with others as well as experience that feeling of belongingness to a particular community. According to Shone and Parry (2004),an example of social motives includes the creation of community spirit, interacting with others socially, and charitable contribution and status recognition. Organizational motives according to Shone and Parry (2004) includes supporting the community, making sales to attendees, or to represent an organization. Shone and Parry (2004) also identifies personal motives as a drive for event attendance. An example of personal motives includes seeking new experience, learning, and education, fulfilment of ambitions and exploration. Finally, Shone and Parry (2004) also stated that physiological factors also motivated people to attend events. Some of the physiological factors include Intimacy (sexual enjoyment of others), relaxation and recreation, exercise/physical exercise and to eat, drink or be entertained.
In another study which used a different approach from those of Cromptom and Mckay (1997), Uysal et al (19913 and others, Bowen & Daniels Investigate the motives for attending music festivals. In this study, the On-site interview was conducted and the results of the study showed that ‘being social’, ‘enrichment over music’, Music matters, and ‘Love it all’ were the dominant motivates. Based on their finding, Bowen and Daniels (2005) concluded that although the music experience (The music and the artists’ line-up) was significant, it was extremely risky for the event’s organizers to rely on it to draw huge crowd, people were more motivated by non-musical experiences such as socialization and thrill and it was, therefore, important to take them into consideration when planning a music events. A more recent study conducted by Adams (2014) also found out that socialization, family togetherness, event novelty, excitement were the dominant motives for attendance. However, this study also found out that exploration of sexual opportunity was also a motivation factor which has not been well captured in motivation measurement scare of earlier studies.
From the studies reviewed above, it clears that socialization, family togetherness, event novelty; excitement/Thrills and intimacy (exploring sexual opportunity) is the most dominant motivation dimension for event attendances. Similar Results has also be recorded by a number of other studies not mentioned above (Nicholson & Pearce 2001; Lee et al 2004), Van Zyl and Botha, 2004, Chang 2006; Gelder& Robinson, 2009; Smith and Costello 2009; Abreu-Novais and Arcodia 2013)
However, further review of literature also shows that there are certain motives that are specific to an event. For instance, a study conducted by van & Botha (2004) in south Africa to investigate motives for attending art festivals found out that people in that particular event were motivated by ‘community pride’ to attend the festival. N another study conducted by Raymond (1998) extrinsic reward (in kind and in cash) was found to be a strong motivator for attendance. Similar a unique motive was also reported by a study Park et al (2008) where ‘Status’ was found to be a dominant motivator for attendance. ‘Culture exploration’ has also come out a motivating factor but for a specific event. For instance, in a study conducted by Adams (2014) which investigated the motive for people to attend a gay’s festival gay culture exploration come out as one of the strongest motivational dimension.
Demographic characteristic and Motivation
There lack sufficient studies that look at the influences of demographic characteristics on motivation within the event and conference industry. However, Studies conducted in other industries has shown that in some cases, demographic characteristics do actually influence motivation. In a study to investigate the influence of demographic characteristics on motivation at the workplace, Kukanja (2013) found out that Motivational factors were strongly related to demographic characteristics such as age, gender, level of education, income, and marital status. A similar finding was also recorded by a study conducted by Heiderian et al (2015). In their study, Heiderian et al (2015) were investigating the relationship between motivational factors and demographic characteristic of employees. The finding of their study revealed that demographic variables which included age, gender, marital status, education and year of services all influenced the motivation factors.
The only research that examined motivation and demographic characteristic in the event management industry were conducted by Mohr et al. (1993). Mohr et al. (1993) study a hot air balloon festival where he identified similar motivation study as those discussed earlier. He went further to examine whether those motives differed based on the frequency of attendance. Significant different was found between Motivation for first timers and repeated visitors. Specifically, the study found out that repeat victors who never attended any other festival other the one studies were more motivated by the ‘excitement’ and less motivated by event Novelty. No significant difference in motivation dimension was identified with other demographic variables.
Research Gap
While there are quite a large number of literature/studies that has explored the motives for events/festivals attendance (Crompton & Mckay 1997, Dodd et al 2006, Egresi & Kara 2014, Uysal et al. 1993 among others), the topic has not been fully explored. To start with, Most of the existing studies are generic in nature. They have investigated motives for events and festivals attendance in a general way. There are various categories of events and festivals, for instance, Cultural events, music festivals, wine festivals etc. Unfortunately, the majority of the existing studies have treated all these categories of events and festivals as one and such there is a general assumption that what motivate people to attend to a music event is the same as those motivate people to attend any other kind of events. However, as a recent study show, Motivation for attendance differs according to the type of event (Milohnic et al 2016). It is, therefore, wrong to continue believing that what motivates people to attend other events might be the same as those that motivate them to attend a music festival. In this regard, therefore, studies that focus on each type of events are much needed. Specifically, the motivation for attendance has been understudied when it comes to music festivals and as such studies in this area are much needed.
In addition, as mentioned earlier, the existing studies on the motive for event and festivals attendance are very generic in nature. They have failed to pay attention to the demographic characteristic of the attendances. This is a gap that needs to be addressed. Specific attention needs to be paid to the age difference. A recent study has indicated that people in the mid-life are increasingly attending events and festivals than the younger generation which used to dominate the events and festivals (MSN 2013). Unfortunately, studies on motivation for event and festivals attendance have the failure to provide a clear explanation in regard to this trend and as such study that pays close attention to factors that motivate people of different age groups, as well as another demographic variable, is much needed.
And finally, the existing studies on motivation for event attendance make a general assumption that motives cut across different regions and cultures. However, as suggested by a study conducted by Formica and Uysal (1998) Motives for event attendance may be different across cultures and region. Formica and Uysal (1998) studied an international event where they found out that motivation for the local i.e. Italian, was different from those of visitors. In this vein, therefore, it is important to have a cultural-specific motivation studies. A similar study conducted by McDowall, S., (2010), which compared the motives for Thai resident and Non-Thai resident found out a significant difference between motives for local and non-locals. Unfortunately, the area remains under-researched here in the UK and most of the knowledge that currently exist on the topic is borrowed from studies conducted in other culture including Uysal et al (1993), Crompton (1988) among others. It is, therefore, important to have more motivation studies with a UK perspective and if possible more localized studies in order to understand motives for event attendance event better from a local point of view.
Theoretical framework
Based on the literature review above, family togetherness, socialization, intimacy, excitement, and escape has come out as the most common motives for event and festival attendances. These motives will form the basis of this research.
In addition, as studies reviewed have shown, demographic characteristic does have influences on motivation. Although these studies do not focus on the event and conference management industry, their finding will also form part of this dissertation. According to the reviewed studies, age, gender, marital status, no. of the years in services and education do influence motivation. Based on their finding, the following hypotheses are drawn.
H1; Motives for music festival attendance differs with age
H2; Motives for music festival attendance differs with gender
H3; Motives for music festival attendance differs with marital status
H4; Motives for music festival differs with numbers of times attended (frequency of attendance
Chapter conclusion
In this chapter, the available literature on the areas of motivation for event attendance has been reviewed in details. The aims of the chapters were to identify factors that motivation people to attend the event based on previous studies. The review has identified seven motivation dimensions for event attendance. These dimensions are Family togetherness, socialization, Intimacy, excitement, event Novelty and specific attributes which vary depending on the type of event.
Despite the existence of quite a good number of previous studies on event motivation, a research gap was identified. The existing studies were found to be generic in natures in that they do not pay to recognize the different in the type of the event. In addition, demographic characteristic and the role it plays in influencing motivation remain under-researched. Finally, there is a general assumption in regard to the generalization of finding. Previous studies have treated event motivation as cross-cultural but this has been refuted by recent studies. Based on this above-identified research gap studies that focus on specific type of event, region and pay attention is much needed.
Chapter three
Research methodology
This section of the dissertation explains the method and steps used to conduct the study. Specifically, the section will discuss the research design and research method adopted in the study. In addition, it will also discuss the techniques used to collect data and as well as analyze them. Finally, it will also discuss ethical issues faced in this study.
Research design
A good study is judged by its methodology. The research approach is one component of the methodology that is very crucial. There are several research approaches that are available to researchers. These include quantitative as well as qualitative design. According to Kumar (2014), the research approach/design chosen in a study is greatly influenced by the type of research questions as well as the hypothesis to be tested if there is any. In a study where their research questions are descriptive in nature e.g. ‘How much’, ‘how often’ then qualitative research approach is the most suited. In a study where the research questions are comparative e.g. ‘what is the difference between ....”, or causal e.g. Does ‘A’ effect ‘B’, then the quantitative approach is the most appropriate.
Based on the nature of this study as well as the research questions discussed earlier, the quantitative research design was deemed the most appropriate to help answer the research questions as well as test the hypothesis. This design was chosen due to its ability to measure variable in an objective manner. Unlike other approaches which are more subjective in nature, quantitative approach is not only reliable but very objective (Kothari 2014). Secondly, under quantitative approach, the subjectivity of the researcher is not allowed to influence the methodology as well as the finding of the study (Kothari 2014). Furthermore, the quantitative approach simplifies the works of the researcher when a large population is involved as it allows the use of sample representation (Creswell 2014).
Targeted population
This study has targeted people who attend music festival and event in the UK. However, the study narrowed down to the people who attended the tramline music event and festival.
Sample and sampling technique
As explained earlier the main aims of this study were to investigate people motives for attending music event and specifically Sheffield tramline music festivals as well as investigate impacts demographic characteristic have on those motives. Therefore, people who have previously attended Sheffield’s tramline music festival were the main target group for this study. However, the group is large (estimated to be more than one hundred thousand) as per the festival attendance record and this makes it impossible due to time and financial constraints to reach every person who has attended the festival. Sample representation, was, therefore, the only realistic way to collect the data. A sample of 35 respondents was recruited. This sample was recruited using convenience sampling techniques. An online-based questionnaire was prepared and posted to the tramline music festival official Facebook fan page where most of the festival attendees are. By the time of posting the questionnaire, the page has more than forty-nine thousand likes and followers.
Data collection method
Data is the most useful input in any research. Without data, it’s impossible to conduct a research. While conducting a research, the researchers must decide the type of the data they need. Generally, there are two types of data namely Primary and secondary data. Primary data refer to the data collected for the first i.e. data that never existed before (Kumar 2011). Secondary data refer to the data which has been in existence (Kumar 2011).
Given the nature of this study, primary data was only optioned to go by. The required data was collected from the targeted population through the use of the web-based survey. Web-based questionnaire/survey was deemed appropriate for the study for several reasons. First, is very easy to prepare and administer. As mentioned by Sincero (2016) Internet has become the most common platform across the globe that connect people together and as such it make it possible to reach the hundreds of respondents faster and easily. Secondly, the web based survey was used due to their cost effectiveness. As asserted by sincere (2016) web-based surveys are more cost-effective that traditional face-to-face questionnaire as transport cost, questionnaire printing cost etc. are eliminated. In addition, the web-based questionnaire was chosen due to the ease of handling data. With the online survey, the respondents key in their responses over the internet. The responses are then automatically stored in survey database making it easier to handle the data as well as reduce the possibility of data error (Sincero 2016). Finally, the response rate also influences the choice of a web-based survey. As pointed out by sincere (2016) web-based survey give respondents convenience as they can answer the questionnaire according to their chosen time, pace other preferences and this goes a long way in improves the response rate.
The web-based survey was used purposively to understand the motives for music festival attendees. The motivation items used were derived from the framework developed by Shone and Parry (2004) and motivational instrument developed by Adams (2014),Crompton and McKay (1997), Dodd et al (2014), Hattingh& Swart (2016).The table 1 below shows the survey breakdown
Table 1; survey breakdown
| Motivation Dimension | Specific question asked ‘I attended tramline music event ....” |
| Social Motive/socialization | To meet new people Because my friend are attending To be with people of similar interest To observe other people attending the event
|
| Family togetherness | To spend a good time with my family members so that my family can do something together |
| Intimacy | To explore sexual opportunity To socialize with people of opposite sex |
| Excitement | To experience the event/festival by myself To relieve Boredom To enjoy the event/festival excitement |
| Escape | To get away from everyday social and physical environment To relax from daily routine To relieve stress |
| Event Novelty/attraction | To see and meet celebrity Because festival are unique because event are unique To enjoy new experience To dance to favourite music To learn more about the event /festival |
Data analysis
A total of 35 surveys were filled. However, due to incomplete response, two surveys were discarded and therefore only 33 surveys were usable. Data collected through this survey were entered into SPSS software in preparation for the analysis. In order to address all the objectives of the study, several steps were taken during analysis. First, factor analysis was conducted to identify clusters. Secondly, the descriptive statistic was conducted to identify factors that motivated respondent to attend tramline music festival. It is also important to note here that, a total of 19 items which were classified into six motivation dimension were used to measure motives for event attendance. A Likerth scale was used to measure the important of each item and motivation dimension to the respondents with 1 being less important and 5 being very important. Based on this scale, only motivation dimension which had a mean score of 2.5 and above was considered to be an important motivation factor.
After motives for music event attendance were identified, the third step involves testing the study’s hypotheses. This study had four hypotheses which actually were meant to help determine whether Motives for music festival attendance does differ based on four demographic characteristics namely gender, age, marital status and frequency of attendance. To test the hypotheses, ANOVA analysis was conducted. First ANOVA analysis was conducted to test whether motives for music festival attendance differed based on age. The second, ANOVA analysis was conducted to determine whether motives for music festival attendance differed based on gender. The third ANOVA analysis was performed to identify whether motives for attending tramline music festival differed based on marital status. The final ANOVA analysis was performed to determine whether motives for attending tramline music festival differed based on the frequency of attendance.
Chapter conclusion
In this chapter, the methodology that was applied in this study is well explained in detail. As per the chapter, the quantitative approach was adopted and the survey was considered as the best method to gather data. The questionnaire used for the survey was drawn based on motivation measurement scale used in previous studies. It had 20 items in totals. Data was gathered from attendees of Tramline music festival. They were analyzed using factor analysis and ANOVA techniques through the help of SPSS software.
Chapter Four
Results
Chapter Overview
The goals of this study were to determine factors that motivate people to attend a music festival in the UK as well as identify whether those motives differs based on age gender, marital status, and frequency of attendance. This chapter will present the finding of the research undertaken. The chapter will be presenting into three different categories namely 1) description of the sample, (2) H1; Hypothesis testing and analysis (3) H2; hypothesis testing and analysis
Description of Sample
Aweb-based questionnaire was used to capture people motives for attending tramline music festival. A total of 35 surveys were collected. However, two of the total questionnaire collected was not completed in full and as such, they were discarded. Therefore, 33 surveys were used for the purpose of achieving the aims and objectives of this study. This is equivalent to 84percent response rate.
In order to have a better understanding of the sample, analysis of the respondents ‘demographic characteristic was conducted. Table 1 below show the demographic characteristics of all the qualified respondents. The demographic characteristic included is sex, age, marital status and frequency of festival attendance
In term of gender, the majority of the participants were male (51.5%) followed closely by the female (45.5%). People who fall into others category only account for 3.0%. While there is a significant difference between genders, it can be noted that the numbers of male participants are close to the number of females. It can, therefore, be concluded that the study is biased toward two genders i.e. male and female.
In regard to the age, the majority of the participants (N=16, 48.5%) were between the age group of 36-45 years. Participants who were between the ages group of 18-35come second (N=12, 36.4%). Those between the age group 46-65 years were only a small number (N=5, 15.1%). No single qualified respondent was beyond the age of 65 years. It can, therefore, be concluded that participation in this study is biased toward people between age group 36-45 and 18-35 years.
When looked at the number of time attended by each participant, the majority of them was first timers (N=13, 39.4%). Those who had attended the event more than 4 times come in second (N=9, 27.9%). Those that attended the event twice come in third (N=7, 21.2%) while those who had attended the event thrice were the fewest (N=4, 12.1%).
Table 2; Demographic characteristic of the respondents
|
|
| Total Number of Respondents (N=33) | Percentage |
|
|
|
|
|
| Age | 18-35 | 12 | 36.4 |
|
| 36-45 | 16 | 48.5 |
|
| 46-65 | 5 | 15.1 |
|
| Over 65 | 0 | 0 |
|
|
|
|
|
| sex | Female | 15 | 45.5 |
|
| male | 17 | 51.5 |
|
| others | 1 | 3.0 |
|
|
|
|
|
| marital Status | Single | 14 | 42.4 |
|
| Married | 14 | 42.4 |
|
| Divorced/separated
| 5
| 15.2
|
|
|
|
|
|
| Frequency of the festival attendance | Once | 13 | 39.4 |
|
| Twice | 7 | 21.2 |
|
| Thrice | 4 | 12.1 |
|
| More than 4 times | 9 | 27.3 |
Motives for attending music events
The motivational scale used in this study was heavily borrowed from existing literature including the work by Adams (2014), Crompton and McKay (1997), Dodd et al (2014), and Hattingh& Swart (2016).The scale was made of 19 items which were categories into five dimensions namely socialization, intimacy, escape, excitement, Family togetherness, and festival novelty. These items were presented to the respondents in the format.... The reason I attended Tramline music festival was...‘Items’. For instance, the first question read, “The reason I attended Tramline music Festival was to meet new people”. The 5 point Likerth scale ranging from strongly disagrees to strongly agree was used to measure the extent to which respondent agrees or disagree with each item presented to them.
The table 2 below shows the descriptive statistics of all these factors. All the factors seemed to be equally important to the respondents with a very minimal difference in their mean score with an exception of Intimacy which has the lowest mean score (mean Score=2.8). Festival/ event Novelty seemed to be the most important motivating factors to respondents (mean score=4.2). Escape came out as the second most important motivating factors (mean score-3.9). It was followed closely by Excitement (mean score=3.8).Socialization and family togetherness also come out as important motivating factors to the respondents (mean score of 3.6 both).
| Descriptive Statistics |
| |||||
|
| N | Minimum | Maximum | Mean | Std. Deviation | Items |
| Novelty | 33 | 1.67 | 5.00 | 4.1818 | .65134 |
|
| Escape | 33 | 2.67 | 5.00 | 3.8586 | .64026 |
|
| Excitement | 33 | 2.80 | 4.80 | 3.7636 | .66418 |
|
| Socialization | 33 | 2.50 | 4.75 | 3.6364 | .53798 |
|
| Family | 33 | 1.50 | 5.00 | 3.6364 | 1.33037 |
|
| Intimacy | 33 | 1.00 | 5.00 | 2.7576 | 1.38700 |
|
| Valid N (listwise) | 33 |
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|
|
|
*The scale indicates 5 = Very important and 1 = Very unimportant
Hypothesis testing and analysis (H1)
The first question and hypothesis of this study were;
Q1- Does motive to attend Tram music festival differs across different age group?
H1; Motives for music festival attendance differ based on age group.
In order to answer the question above (Q1)as well as determine whether Hypothesis above (H1) is supported or not, ANOVA analysis was used to compare various age groups’ mean score for each of the six motivation clusters to see whether there existed any significance. If the P-value from the ANOVA result is less than 0.05 (P<0.05), then there would be a significant difference in the mean score of the corresponding motivation cluster. In other words, where P<.05 it then mean that the motive differs across different age group. Table 3 below show summary of the ANOVA analysis result which tested whether motives for music festival differ based on age group.
As it can be seen from the table3 below, the P value for each motivation cluster are as follow; socialization (p=0.88), Family Togetherness (P=0.000), Intimacy (P=0.02), excitement (P=0.23), Event Novelty (P=0.025), and Escape (P=0.54).As the P value above indicates, three of the Motivation clusters namely socialization, Excitement and Escape has no significance in the mean difference between various age groups. What this mean is that the three motives i.e. socialization, excitement, and escape Motives all ages group in almost equal manners.
The P value for the motivation clusters by the name of Intimacy, Family togetherness and Event Novelty are less that 0.05(P=0.02, P=0.000, P=0.025 respectively). This, therefore, indicates that there is a significance difference in mean scores of various age groups. This, therefore, means that the extent to which people are motivated by intimacy, family togetherness, and event novelty to attend a music festival differs across age group.
Further analysis through post hoc test shows that the extent to which ‘intimacy’ motivate people between age group 18-35 years, years differed those between age group 46-65 year (P=0.022) with the latter being less motivated. Also, the extent to which ‘family togetherness’ motivated people differed between age group 18-35 years and 36-45, 46-65 years (P-0.00) with the latter groups being more motivated. In addition, the result also shows significant difference in means score between 18-35 years and 45-65 years for the ‘event novelty’ (p=0.021) with the latter being less motivated (see appendix C)
Table 3; ANOVA Results for age groups for each motivational dimension
| ANOVA | ||||||
|
| Sum of Squares | df | Mean Square | F | Sig. | |
| Socialization | Between Groups | .079 | 2 | .040 | .129 | .879 |
| Within Groups | 9.182 | 30 | .306 |
|
| |
| Total | 9.261 | 32 |
|
|
| |
| Family | Between Groups | 34.348 | 2 | 17.174 | 23.116 | .000 |
| Within Groups | 22.289 | 30 | .743 |
|
| |
| Total | 56.636 | 32 |
|
|
| |
| Intimacy | Between Groups | 13.923 | 2 | 6.962 | 4.384 | .021 |
| Within Groups | 47.638 | 30 | 1.588 |
|
| |
| Total | 61.561 | 32 |
|
|
| |
| Novelty | Between Groups | 2.959 | 2 | 1.480 | 4.181 | .025 |
| Within Groups | 10.617 | 30 | .354 |
|
| |
| Total | 13.576 | 32 |
|
|
| |
| Excitement | Between Groups | 1.318 | 2 | .659 | 1.545 | .230 |
| Within Groups | 12.798 | 30 | .427 |
|
| |
| Total | 14.116 | 32 |
|
|
| |
| Escape | Between Groups | .523 | 2 | .261 | .623 | .543 |
| Within Groups | 12.595 | 30 | .420 |
|
| |
| Total | 13.118 | 32 |
|
|
| |
Hypothesis partly accepted and partly rejected.
Hypothesis Testing and analysis (H2)
The second question and hypothesis for this study is;
Q2; Does motives for attending music festival differs based on gender
H2; Motives for attending music Festival differs based on gender
In order to answer the question (Q2) above and as well as test Hypothesis (H2), ANOVA analysis was used. The results of the analysis are summarized in table4.As per the result is shown in table 4 below, the p-value of the six motivation clusters are as follows; socialization (P=0.80), family Togetherness (P=0.32), Intimacy (P=0.42), Event Novelty (P=0.47), excitement (P=0.33) and escape (0.89). None of the P-value of the six motivation clusters is above 0.05. This therefore, shows that there is no significant different between mean score of the six motivation clusters based on gender. In simpler term, the results indicate that motives to attend music festival do not differ with gender. Factors that motivate male to attend music festival also motivate female and transgender people as well. Hypothesis (H2) is therefore rejected.
Table 4; ANOVA results of genders for each motivation dimension
| ANOVA | ||||||
|
| Sum of Squares | df | Mean Square | F | Sig. | |
| Socialization | Between Groups | .138 | 2 | .069 | .227 | .798 |
| Within Groups | 9.123 | 30 | .304 |
|
| |
| Total | 9.261 | 32 |
|
|
| |
| Family | Between Groups | 4.138 | 2 | 2.069 | 1.182 | .320 |
| Within Groups | 52.498 | 30 | 1.750 |
|
| |
| Total | 56.636 | 32 |
|
|
| |
| Intimacy | Between Groups | 3.431 | 2 | 1.716 | .885 | .423 |
| Within Groups | 58.129 | 30 | 1.938 |
|
| |
| Total | 61.561 | 32 |
|
|
| |
| Novelty | Between Groups | .664 | 2 | .332 | .772 | .471 |
| Within Groups | 12.912 | 30 | .430 |
|
| |
| Total | 13.576 | 32 |
|
|
| |
| Excitement | Between Groups | 1.014 | 2 | .507 | 1.160 | .327 |
| Within Groups | 13.103 | 30 | .437 |
|
| |
| Total | 14.116 | 32 |
|
|
| |
| Escape | Between Groups | .099 | 2 | .050 | .114 | .892 |
| Within Groups | 13.019 | 30 | .434 |
|
| |
| Total | 13.118 | 32 |
|
|
| |
Hypothesis testing and analysis (H3)
Q3; Does motives to attend music festival differs based on marital status
H3; Motives for music festival attendance differs based on marital status
In order to answer question three (Q3) as well as test Hypothesis three (H3), ANOVA was used to compare the mean score of individual who are singled, married and Divorced/separated/widowed for each of the six motivation clusters. The ANOVA results are summarized in table 5 below.
As per the result shown in table 5, the p-value of each of the six motivation cluster are, socialization (P=0.23), Family Togetherness (P=0.00), Intimacy (P=0.00), Novelty (P=0.96), excitement (P=0.17), escape (P=0.002).
The P-value for motivation cluster family togetherness, intimacy and Escape are below 0.05 (P=0.00, P=0.00, P=0.002 respectively). This, therefore, indicates that there is a significant difference in mean score based on marital status for each of the three motivation cluster. In other, the finding means that the extent to which family togetherness, Intimacy, and escape motivate people to attend music festival differs according to individuals’ marital status. On the other hand, the P-value for socialization (P=0.23), excitement (0.17), and event novelty (0.96) are above the standard 0.05. This, therefore, means that there is no significance difference in mean score of each of the three motivation cluster based on marital status. In other words, the results indicate that the extent to which the needs for socialization, excitement and event novelty does not differs across various marital status.
Based on the result as explained above, Hypothesis (H3) is therefore partly accepted and partly rejected.
Table 5; ANOVA result for marital status for each motivation dimension
| ANOVA | ||||||
|
| Sum of Squares | df | Mean Square | F | Sig. | |
| Socialization | Between Groups | .860 | 2 | .430 | 1.535 | .232 |
| Within Groups | 8.402 | 30 | .280 |
|
| |
| Total | 9.261 | 32 |
|
|
| |
| Family | Between Groups | 49.222 | 2 | 24.611 | 99.582 | .000 |
| Within Groups | 7.414 | 30 | .247 |
|
| |
| Total | 56.636 | 32 |
|
|
| |
| Intimacy | Between Groups | 36.128 | 2 | 18.064 | 21.309 | .000 |
| Within Groups | 25.432 | 30 | .848 |
|
| |
| Total | 61.561 | 32 |
|
|
| |
| Novelty | Between Groups | 1.963 | 2 | .982 | 2.536 | .096 |
| Within Groups | 11.613 | 30 | .387 |
|
| |
| Total | 13.576 | 32 |
|
|
| |
| Excitement | Between Groups | 1.571 | 2 | .786 | 1.879 | .170 |
| Within Groups | 12.545 | 30 | .418 |
|
| |
| Total | 14.116 | 32 |
|
|
| |
| Escape | Between Groups | 4.437 | 2 | 2.218 | 7.667 | .002 |
| Within Groups | 8.681 | 30 | .289 |
|
| |
| Total | 13.118 | 32 |
|
|
| |
Hypothesis testing and analysis (H4)
Q4; Does Motives to attend the music festival differs with the frequency of attendance.
H4; Motivates to attend music festival differs with frequency of attendance
In order to answer question 4 (Q4) as well as test hypothesis (H4), ANOVA analysis was used to compare the frequency of attendance’s mean score for each of the six motivation cluster. Table 6 below show the summarized results.
As per the result in table 6 below, the P-value for the six motivation cluster are as follow; socialization (P=0.54), family togetherness (P=0.47), Intimacy (P=0.9), event Novelty (P=0.29), excitement (P=0.53) and escape (P=0.72). None of the P value for the six motivation cluster was less than 0.05. This means there is no significant difference in mean scores of the frequency of attendance for each motivation clusters. In other words, the result indicates that all the six motivation cluster i.e. socialization, family togetherness, intimacy, event novelty, excitement and escape does not differs according to frequency of event attendance. The six motives clusters motivate first timers as well as returning attendee in an almost equal manner. Based on this result, therefore, hypothesis (H4) is rejected.
Table 6; ANOVA for Frequency of attendance for each motivation dimension
| ANOVA | ||||||
|
| Sum of Squares | df | Mean Square | F | Sig. | |
| Socialization | Between Groups | .654 | 3 | .218 | .735 | .540 |
| Within Groups | 8.607 | 29 | .297 |
|
| |
| Total | 9.261 | 32 |
|
|
| |
| Family | Between Groups | 4.702 | 3 | 1.567 | .875 | .465 |
| Within Groups | 51.934 | 29 | 1.791 |
|
| |
| Total | 56.636 | 32 |
|
|
| |
| Intimacy | Between Groups | 1.179 | 3 | .393 | .189 | .903 |
| Within Groups | 60.382 | 29 | 2.082 |
|
| |
| Total | 61.561 | 32 |
|
|
| |
| Novelty | Between Groups | 1.617 | 3 | .539 | 1.307 | .291 |
| Within Groups | 11.959 | 29 | .412 |
|
| |
| Total | 13.576 | 32 |
|
|
| |
| Excitement | Between Groups | 1.013 | 3 | .338 | .748 | .533 |
| Within Groups | 13.103 | 29 | .452 |
|
| |
| Total | 14.116 | 32 |
|
|
| |
| Escape | Between Groups | .568 | 3 | .189 | .438 | .728 |
| Within Groups | 12.550 | 29 | .433 |
|
| |
| Total | 13.118 | 32 |
|
|
| |
Chapter conclusion
This chapter contain the finding of the study. It has presented the demographic characteristic of study participants. Also, a factor analysis was conducted a five motivation dimensions identified. These dimensions are socialization, family togetherness, Intimacy, event novelty, and excitement. ANOVA analysis was also performed to help identify whether those motivation dimensions varied according to demographic variable. The result indicates that socialization, family togetherness, and event novelty varied with age group while Socialization, family togetherness and escape varied based on marital status.
Chapter Five
Discussion
Music events and festivals have grown to become very important in the leisure and tourism industry. They have not only made a major positive social contribution but also have positive economic impacts on local communities. To facilitate the growth of Music events and festivals even further, there is the need to understand attendees including their motive for attending the festivals. While there are a large number of researchers that has made their contribution toward understanding music festival attendees’ motives, more research is needed to understand whether these motives do various according to the demographic characteristic. This study aimed to add to the existing body of literature by looking at how demographic characteristic namely age, gender, marital status and frequency of attendance influence motivation to attend a music festival.
Motivations factors or dimension from the previous study was used in this study. Particularly, when determining the questionnaire items to be used as far as motive for event attendance is concerned, this study borrowed heavily from the work of Adams (2014), Crompton and McKay (1997), Dodd et al (2014), Shone & Parry (2004), Swart (2016),
To ensure this study was conducted successful, a music festival known as tramline music festival was chosen as the ground of the study. Tramline music Festival is a very successful annual festival held in the UK.
This chapter will review and discuss the finding of the study
Motives to attend music festival
According to the available literature, music festivals have become a crucial means for social awareness, community building and economic development (Allen et al 2011). However, the long-term success of music festival depends on attendance; the higher the number of attendances, the greater the impact on local community and economy. Therefore, in order to attract more attendee as well as serve them in a satisfactory manner, it crucial to understand their motivation needs. Previous studies on events motivation have looked at music festival and events from various viewpoints. However, the influence of demographics characteristic on motivation has not been examined. The purpose of this study was to determine what motives people to attend tramline music festival as well as investigate whether demographic characteristic does have any influence on the motives.
In order to achieve the purpose of the study, the first task was to identify factors that motivate people to attend tramline music festival. The finding of this study did identify six motivational dimensions that played a crucial role in influencing attendance to the festival. These six motivational dimensions are; (1) Socialization, (2) Intimacy, (3) Excitement, (4) Event Novelty, (5) Excitement, (6) Escape. The finding of this study has to a larger extent substantiated the existing studies including the work of Crompton and McKay (1997). In their study, Crompton and Mackey (1997) identified six motives for event attendance which are the novelty, cultural exploration, rest and relaxation (also called escape), known group socialization (i.e. socializing with friends), external interaction and family togetherness. In addition, the finding of this study also validates those of a study by Uysal et al (1993). In their study Uysal et al (1993), identified Escape, thrill/excitement, event Novelty, family togetherness and socialization as the main factor that motivated people to attend events and festival. Equally, the finding of this study has also validated the finding by Shone and Parry (2004) in which intimacy/sexual enjoyment of others was found to be the main motive for event attendance.
After the first task which was to identify the motivation factor for event attendance, the next task was to identify whether the motives are influenced in any away by the demographic of the attendees. This task involved testing four hypotheses.
Hypothesis 1 was to test whether the motives for music festival differ based on age group. The ANOVA method was used to compare the mean scores of each age group for each motivation to determine whether there is any significance. The finding of the study shows that age differences do not affect socialization, escape, and excitement. It only affects three out of the six motivational dimensions i.e. Family togetherness, intimacy and event novelty. A further analysis was done using the post hoc test to determine how these three motivations dimension are influenced by the age. According to the result, mean score for people between age group 18-45 significantly differed with those of age group 46 and above (P-0.000) in the case of ‘intimacy’. This indicated that intimacy as motivation for music festival attendance only motivated a particular age group, in this case, 18-35 and 35-45, but did not motivate those above age of 46 to a larger extent.
The study finding also shows that the Family togetherness as a motivation for attending music festival was influenced by age group. Specifically, the mean score for age group 18-35 on family togetherness has a significant difference with that of age group 36 and above. In other words, the finding indicates that people between age group of 36 and above are more motivated to attendee music festival to enhance ‘family togetherness’ that those between age group 18-35 who appear to be less motivated by the same.
Other significant differences in age’s group mean score was found on the ‘event novelty’ motivator. The study finding shows that the extent to which people is motivated to attend tramline music festival by “event novelty’ was influenced age group. People between the age group 18-35 years were found to be more motivated by ‘event Novelty’ that people within the age group of 36 and above.
The second hypothesis tested whether motives for attending music festival varied across different gender. Motivational studies have shown that in some case and situations, factors that motivate male differs from those that motivates female (Guzel 2011, Heidarian et al 2015). It was, therefore, in the interest of this study to investigate whether the motives for attending tramline music festival do actually vary according to Gender. Through ANOVA, a comparison of the mean score for male, female and others was compared for each motivational cluster. The finding showed that there was no significance difference in their mean score. This indicated that the motivation to attend tramline music festival was not in any way influenced by the gender. The motivation to attend the festival was the same across all the three genders i.e. female, male and others. Although, there is no other literature that has specifically looked at the influence of gender on motivation to attend a music festival, The finding of this study differ with studies on motivation which has suggested that motivation differs for male differs with those of female (Guzel 2011).
The third hypothesis (H3) of the study tested whether marital status presented any significant difference in strength of the motivation cluster. In other words, the hypothesis tested whether motives to attend tramline music festival differed according to individuals’ marital status. Although there lack studies that looked at the influence of marital status on motivation in the event and conference industry, there are quite a number of such studies in workplace related studies. Such studies have showed that marital status is one of the variables that influence people’s motivation (Heidarian et al 2015). It was in the interest of this study to investigate whether the same do happen within the event and conference industry. The finding of the study shows that some motivation clusters were highly influenced by marital status while other was not influenced. Those influenced were family togetherness, intimacy, and escape. The finding indicates that married and divorced/separated/widowed were more motivate by ‘family togetherness’ to attend tramline music festival than the single people (P-0.000). In addition, the study finding also showed that married people were also more motivate to attend tramline music festival by the ‘escape’ (i.e. the needs for relaxation) that those who were single. On the other hand, single people were found to be more motivated to attend the music festival by the need for intimacy than all the other marital status. This finding to some extent validates those of a study by Heidarain et al (2015) where marital status was found to have an influence on some motivational factors.
The other three motivational clusters as used in this study i.e. socialization excitement and Event Novelty were found to have not to be influenced by the marital status of the festival attendee. They all motivate people regardless of their marital status.
The final hypothesis of study (H4) tested whether motivation to attend tramline music festival was in anyway influenced by the number of times previously attended by the attendee. In other words, the study aimed to determine whether the frequency of festival attendance did affect people motivation. The study finding showed that there was no significance difference in the mean score for those who attended the event once, twice or more than three times across all the six motivational clusters. This finding means that the frequency of tramline music attendance does not affect what motivates people to attend the festivals. The finding of this study contradicts those of a study conducted by Mohr et al (1993) where repeat visitors to a hot air balloon festival were found to have unique motivation structure. They were more motivated by ‘Excitement’ and less motivated by ‘Event Novelty’ when compared to first-timers. Although the finding of this research is different from that of Mohr et al (1993), it is important to note that the two studies did focus on different type of event; the latter focus on a hot air balloon while the current one focused on a music festival. Perhaps the differences finding between the two studies is influenced by types of events because as found out by Milohnic et al (2016) Motivation for event attendance vary with the type of events.
Chapter six
Conclusion, implication, and recommendation
This study was designed to identify factors that motivate people to attend music festivals as well as determine whether those factors do vary according to the demographic characteristic. The literature stated that demographic characteristics do influence motivation; however, there is no research that has been completed on it within the event and conference management industry. This study used the finding of the previous study including the work by Crompton and Mckay (1997), Adams (2014), Egresi & Kara (2014) among others to develop the survey instrument used. Responses were gathered from people who had previously attended tramline music festival. The finding was analysed using factor analysis and ANOVA. The finding of the study identified six motivation clusters that actually motivated people to attend tramline music festival. These clusters are
· Socialization- The need to interact with others,
· Intimacy- The desire to have close affection or to establish sexual relationship
· Event novelty- The desire to seek new and different experience as well as satisfying curiosity
· Excitement- general entertainment and atmosphere of the event
· Family togetherness- the desire to enhance family cohesion and relationship
· Escape- the desire to refresh oneself mentally and physically
It was also in the interest of this study to know whether the motive identified do vary based on the demographic characteristic. ANOVA analysis was therefore conducted to help in this area. The finding of the study showed that age and marital status do influence the motives for event attendance. Specifically the motivation cluster by the name of intimacy, family togetherness and event novelty were found to vary with age group. People in the age group of 18-35 year were motivated to attend music festival by the needs for intimacy that those above the age of 36 years old. Inaddition, the study also found out that people in the age group 36 years and above was more motivated to attend music festival by the need to enhance their family togetherness than those between age group 18-35 years. The young people was also found to be more motivate to attend music festival by ‘event novelty’ than those above the age of 36 years old.
Equally, three motivation clusters by the name of family togetherness, intimacy and Escape was also found to vary based on marital status. Married and separated/widowed/divorced were found to be more motivated to attend music festival by the need to enhance family togetherness than those who were single. Also, the same group i.e. (married and separated/widowed/divorced) were found to be more motivated to attend music festival by the desire to refresh oneself mentally and physically from daily routine (i.e. escape) than those who were single. On the other hand, people who were single were more motivate to attend music event by the desire to have intimacy relationship than those who were married, divorced, separated or widowed.
The finding of the study also found out that, the motivation dimension /clusters did not vary based on gender and frequency of event attendance. All the genders were almost equally motivated by the six motivation dimension. Also, the number of times an individual has attended the festival before did not influence or affects the extent to which they were motivated by the six motivation dimension/clusters. This finding provides a more comprehensive understanding of the motivation for music festival attendance.
Implication
This finding provides a more comprehensive understanding of the motivation for music festival attendance. Such understanding will be useful to the music event and festival organizers. It will help them understand how to tailor their events in order to attract the right audience in large number as well as meet their needs hence increasing chances of repeated attendance.
In addition, the study’s finding shows that segmentation along age and marital status is an option that event organizers can explore in order to meet the motives of each group of attendees.
Finally, the study finding shows that multiple motives for attending music festivals exist in a mutually inclusive manner in that they can be dominant at the same time. This finding, therefore, indicates that it would be risky for event organizers to rely on event theme only to attract attendees. In order to attract more attendees, event organizers should go beyond the theme of the events to create a festivals atmosphere that would allow people to socialize, family to have better together, people to hook-up as well as relax and be excited. Doing so would not only help in attracting more people to the event but would ensure the event organization was able to meet the diverse needs of attendees thereby increasing the likelihood of repeated visitation.
Limitation and future research
Just like any other research, this study has its own limitation. First, due to time and resource constraint, the sample size of this study was relatively small for generalization purpose. Therefore, the findings of this study may not be able to explain Motivation for attendance for all the music festivals.
As mentioned earlier, while there are quite numbers of study that focus on motivation for music festival attendance, there lack prior study that took demographic characteristic into perspectives. This study was the first to make such efforts. However as mentioned in the limitation section above, the generalization of the study finding is limited y the small sample size. Future research should, therefore, advance the methodology of this study to conduct a more large scale research whose finding can be generalized.
Secondly, while investigating the influence demographic characteristic has on motives for music festival attendance, the current study only used a limited number of characteristics namely age, marital status, and gender. Future research should consider expanding the list to include income level, sexual orientation, education, residence among others. Doing so will help understand the motives for music festivals attendance even better.
References
Adams, D. (2014).Understanding the Motivations to Attend the Blue Ridge Gay Pride Festival in Asheville, North Carolina (dissertation). Clemson University
Allen, J., O`Toole,W., Harris,R.&McDonnell,I. (2011).Festival & Special Event Management. Australia: John Wiley & Sons.
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