Motivations of CommunityBased Festival Attendees

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Motivations of Community-Based Festival Attendees

• Mimi Li
• Zhuowei Huang
• Liping Cai

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Introduction

• Role of festival attractions, image makers, and
  catalysts for other developments (Getz, 1991).
• Three reasons to understand motivations of
  festival visitors (Crompton and McKay, 1997)
• To design offerings based on the motives and
  expectations of festival visitors
• To monitor visitors satisfaction and retain
  repeaters
• To understand visitors decision processes

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Literature Review

• The first academic study on festival attendees
  motivation was conducted by Ralston and Crompton
  in 1988 (Li Petrick, 2006).
• Some common motivation factors were identified
  across different festivals and events.
• escape
• family togetherness
• socialization

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Objectives

• To identify the travel motivations of attendees
  to community-based festival
• To examine the relationship between socio-
  demographic characteristics motivations

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Methodology

• Data collection
• Questionnaire survey at a community-based
  festival
• 33 visitors motivation items on a 1-10 scale
• Personal interview on the spot
• 280 valid questionnaires
• Data analysis (SPSS)
• Factor analysis
• Cronbachs alpha reliability test
• ANOVA Post Hoc Tests

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Results Profile and Trip Characteristics

• Male 44.5 Female 55.5
• Day trip 81.0 Overnight 19.0
• First-time 33.7 Repeat 66.3
• Travel Distance
• Within 50 miles 82.5
• Education
• Below Bachelors degree 62.7
• Household Income
• Over 60 reported annual household income at or
  above 60,000

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Results Motivation Constructs
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Results Motivation Constructs

• Escape
• Desire of getting away from the demand of life
  and releasing daily stress
• Novelty
• Respondents needs of experiencing new and
  different things
• Nostalgia and Patriotism
• Desire of thinking about and reliving old good
  times
• Excitement
• Motivations of looking for exciting and
  stimulating experiences
• Family Togetherness
• Desire of staying and doing something together
  with their family
• Socialization
• Motivation of staying with, or observing other
  people

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Results Socio-demographic Linkage
p lt 0.05 p lt 0.1
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Results Socio-demographic Linkages

• GenderNovelty
• GenderNostalgia and patriotism
• AgeFamily togetherness
• AgeSocialization
• EducationFamily togetherness
• Household incomeSocialization

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Conclusions

• Six motivation constructs
• Escape
• Novelty
• Nostalgia and patriotism
• Excitement
• Family togetherness
• Socialization.
• Motivation constructs across different social
  demographic groups

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Conclusions

• Implications
• Escape
• Different influences exerted by several
  demographic characteristics
• Limitations
• Larger sample size (different locations, diverse
  seasons, distinct themes, and so on)
• Other analytical methods

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www.purdue.edu/tourism

• Thank You!
• Contact Mimi Li
• Mimi.Li_at_inet.polyu.edu.hk