MUSIC FESTIVAL MOTIVATORS FOR ATTENDANCE (Research Paper Sample)

MUSIC FESTIVAL MOTIVATORS FOR ATTENDANCE: DEVELOPING AN AGENDA FOR RESEARCH INTRODUCTION Events form an important travel and tourism agenda with many destinations utilizing various types of world events as tourist attractions (Raybould, 1998; Robinson, Picard & Long, 2006), and as a reputation building experiences and international marketing (Raybould, 1998). There is, therefore, significant growth in number and size of the festival events as well as escalating levels of attendance. Though this area of study did not receive much attention in research (Uysal et al., 1993; Mohr et al., 1993; Lee, 2000), several researchers have filled the gap. There is recognition among writers that, with the growth experienced in event management, this field offers exciting fresh research grounds (Li & Petrick, 2006; McMorland & Mactaggart, 2007). Though several researchers have acknowledged the growth in event motivation, there are only a few studies addressing the motivation for attending music festivals. (Saleh & Ryan, 1993; Formica & Uysal, 1996; Faulkner et al., 1999; Thrane, 2002; Bowen & Daniels, 2005; Gelder & Robinson, 2009). According to (Bowen & Daniels, 2005), music events attract people for various reasons some which have not yet been explored. MOTIVATIONAL THEORIES Among the methods studied is the push and pull theorizing presented by Dann (1977; 1981). The method puts across the fact that tourism and leisure are categories in two distinct forces, push and pull factors (Dann, 1977; 1981). People travel when driven by internal imbalances and thus need for external pleasure. The tourists are also drawn to the various events happening. Another commonly utilized theory in music festivals event motivation is the seek-escape dichotomy. The method is composed of social and phycological issues. Iso-Ahola (1980; 1982) proposes that people get involved in pleasurable activities because of two motivational factors. First, is the desire to get away from the everyday life and secondly the desire to find internal rewards. Though there may not exist a perfect balance between the factors, both seem to be present in every individual, only the intensity differ. More recently, Getz and Cheyne (2002) came up with a framework evaluating behaviors and motives in different events. The method suggests that people are driven to select events by two motives. First are the generic pleasure and leisure and travel incentives, and secondly by various features of the festivals being hosted. Key Findings According to research by conducted on a cluster analysis basis, groups of visitors were analyzed based on the motivational factors.(Formica & Uysal 1998; Prentice & Andersen, 2003; Lee, Lee & Wicks, 2004; Chang, 2006; McMorland & Mactaggart, 2006; Smith & Costello, 2009). The study revealed family, socialization, the novelty of events, leisure and cultural exploration as some of the motives that drive attendance. First, Socialization was highlighted as the most important reason in the study. Crompton & McKay (1997) define socialization as expressing the desire to me...