Motivations to Visit Events/Festivals: An Exploratory Investigation

Shanka, Tekle; Alamiyo, Gladys

Access Status

Fulltext not available

Authors

Shanka, Tekle

Alamiyo, Gladys

Date

2012

Type

Conference Paper

Metadata

Show full item record

Citation

Shanka, T. and Alamiyo, G. 2012. Motivations to Visit Events/Festivals: An Exploratory Investigation, in Bogomolova, S. and Lee, R. and Romaniuk, J. (ed), Australian and New Zealand Marketing Academy Conference, Dec 3-5 2012. Adelaide, South Australia: Australian and New Zealand Marketing Academy.

Source Title

Proceedings of the Australian and New Zealand Marketing Academy conference

Source Conference

Australian and New Zealand Marketing Academy Conference

Additional URLs

http://www.anzmac.org/conference_archive/2012/papers/253ANZMACFINAL.pdf

ISSN

1447-3275

School

School of Marketing

URI

http://hdl.handle.net/20.500.11937/17294

Collection

Curtin Research Publications

Abstract

Events and Festivals have been recognized by various studies as an important motivator of tourism. Past research show that events/festivals can bring positive benefits such as economic, social and community togetherness to their host community. In addition, events/festivals have the ability to create memorable experience for visitors, dampen negative images regarding host community, and create activities to motivate travellers. The current study assesses motivators to attend an event or a festival in a Western Australian (WA) setting. A convenience sample of 325 students from a large WA university completed a structured questionnaire about their motivations to attend an event/festival in the past 12 months. Findings indicate that the 15 motivational factors significantly discriminate between five clusters of participants.