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GRIFFITH UNIVERSITY
1002HSL Introduction to Research
Assignment 3: Quantitative report
Owner
5/17/2013
Assignment 3: Quantitative report
Introduction
Large music event organisers in Brisbane need to motivate more people to participate in the event to enhance the influence and popularity of the music festival. The purpose of the research was to investigate the event motivation of pervious event attendees by including tourists and non-tourists, therefore, to implement more effective event promotion and improve the music event in the future.
This study examined : (1) the demographic profile of attendees (2) the importance of each motives (3) whether the motives of tourists and non-tourists is different (4) whether satisfaction is correlated with peoples intentions to attend the event next year.
This study attempts to investigate the quantitative data related to the motivation of pervious attendee. By doing so, the target markets of the music event can be shown and promotion can be themed around those needs and motives appeals to the target market.
Literature Review
Motivation is an internal factor that arouses a person’s behaviour (Crompton & McKay,
1997). Motives initiate the satisfaction and a factor in decision making (Browns and Daniel,
2005). The festival visitors’ motivation is multiple, as a dynamic process of internal psychological factors such as needs and wants. The three frameworks of tourism motivation are Maslow’s need hierarchy, Iso-Ahola’s escape-seeking dichotomy and notion of push-pull factors and Crompton’s seven socio-psychological motivational domains (Crompton &
McKay, 1997). Maslow’s need hierarchy classified human needs into physiological needs, safety, social, esteem, and self-actualization needs, and the appearance of one need depends on the satisfaction of a more fundamental need. Escape and seeking forces are divided by IsoAhola into personal and interpersonal dimensions. Escaping is “the desire to leave the everyday environment behind
1002HSL Introduction to Research
Assignment 3: Quantitative report
Owner
5/17/2013
Assignment 3: Quantitative report
Introduction
Large music event organisers in Brisbane need to motivate more people to participate in the event to enhance the influence and popularity of the music festival. The purpose of the research was to investigate the event motivation of pervious event attendees by including tourists and non-tourists, therefore, to implement more effective event promotion and improve the music event in the future.
This study examined : (1) the demographic profile of attendees (2) the importance of each motives (3) whether the motives of tourists and non-tourists is different (4) whether satisfaction is correlated with peoples intentions to attend the event next year.
This study attempts to investigate the quantitative data related to the motivation of pervious attendee. By doing so, the target markets of the music event can be shown and promotion can be themed around those needs and motives appeals to the target market.
Literature Review
Motivation is an internal factor that arouses a person’s behaviour (Crompton & McKay,
1997). Motives initiate the satisfaction and a factor in decision making (Browns and Daniel,
2005). The festival visitors’ motivation is multiple, as a dynamic process of internal psychological factors such as needs and wants. The three frameworks of tourism motivation are Maslow’s need hierarchy, Iso-Ahola’s escape-seeking dichotomy and notion of push-pull factors and Crompton’s seven socio-psychological motivational domains (Crompton &
McKay, 1997). Maslow’s need hierarchy classified human needs into physiological needs, safety, social, esteem, and self-actualization needs, and the appearance of one need depends on the satisfaction of a more fundamental need. Escape and seeking forces are divided by IsoAhola into personal and interpersonal dimensions. Escaping is “the desire to leave the everyday environment behind