Motivations for Attendance At Community Festivals

Abstract

The aim of this study is to investigate the factors that that motivate people to attend community festivals. It is important to come up with the different factors that drive people to attend. In this way, the organisers would plan ahead to target more people to attend by fulfilling their needs and demands, sometimes through customization, in order not only to satisfy but delight them because delighted people are more likely to attend in the following years finally becoming loyal visitors of such festivals. In this research, Streatham festival was used as a case study and primary research was conducted by means of a survey of 100 visitors to the festival. The results were analysed using the Factor Analysis, ANOVA and t- tests. Four most important components were derived from the Factor Analysis which are: family togetherness, relaxation, curiosity, and exploration. The relaxation factor was the most significant. In addition, statistical tests conducted confirmed the reliability of the study. Also, there were no demographic factors playing any vital role on attendees.