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Event visitors: Motivation theory

and typologiesHTM122

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By the end of this session you should be able to:

Understand the factors that motivate people to attend an event

Describe your own motives for attending an event/festivals

Appreciate how events are an important motivator

Explain how typologies are formed to describe collective characteristics

Session Objectives

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‘Events are an important motivator of tourism, and figure prominently in the development and marketing plans of most destinations’ (Getz 2008:403)

‘Much of the appeal of events is that they are never the same, and you have to ‘be there’ to enjoy the unique experience fully; if you miss it, it’s a lost opportunity’ (Getz 2008:404)

Introduction

Planned events are all created for a purpose Motivation controls behaviour

◦ Motives = internal factors that energise, direct, integrate behaviour towards a goal (Iso-Ahola 1980 in Crompton & McKay 1997)

A decision to visit is a directed action triggered by the desire to meet a need

Motivation is a state of need, a ‘push’

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YES!

Learn, discover and fulfil

What type of needs exist for events???◦ Personal◦ Social◦ Cultural◦ Economic

So, do people need Events?

Question: Think about what we have done on this module so far…

… what theory that we have covered in a previous week that links back to visitor needs???

Personal traits = permanent influence Motivation = dynamic / personal

Motivation refers to the ‘process by which people are driven to act in a certain way’ (Decrop 2006:9).

A need A desire

Push and pull factors

Motivation

Single motive?

Multiple motives?

Learning Cultural conditioning Social influences Perceptions

1. A key to designing offerings for event visitors – think event aims, objectives and purposes

2. Motivations have a close relationship with satisfaction

3. Identifying motives is a key ingredient in understanding visitors’ decision-making processes

Why study motives?

Typology of planned events

Source: Getz (2008:404)

“While it might be assumed that people are attending an event for the same reason,

research shows that attendees often have different motivations and come from a range

of backgrounds.”

(Fink et al 2002 in Bladen et al 2012: 169)

Why People Attend Events

‘Seeking and escaping’ motivational theory

Visitor Motivational Research

Seeking personal rewards

Seeking interpersonal

rewards

Escaping personal environments

Escaping inter-personal

environments

(Iso Ahola 1983, in Getz 2005: 331)

Seeking / escaping behaviour operates in both personal and interpersonal dimensions◦ Desires to both escape & seek out new experiences

Intrinsic motivation◦ Behaviour motivated by ones own values and

needs, not by reference to what others want

Also links to push and pull theory…

Seeking and Escaping Theory

Question….… so therefore, what does extrinsic motivation mean?

Two other key types of visitor motivation:

1. Push Factors2. Pull Factors

Any ideas on what these might involve?

Motivational research in Events

Push factors◦ Escapism◦ To meet people◦ Socialising◦ Recurring attendance◦ Atmosphere and excitement◦ Etc

The pull factors◦ Special interests◦ A specific set of benefits ◦ The offer presented in an event’s marketing◦ The draw presented by a specific event or destination

Motivational research in Events

The balance between these push and pull factors will depend on personal circumstances

Generic Leisure / Travel Motives• Needs satisfaction• Seeking and escaping

Event-Specific Motives

- Targeted benefits

Extrinsic Motives

- Business- Obligation- Incentive

Motivational Theory in Events

(Getz 2005: 332)

Nicholson and Pearce (2001):

Multiple motivations are normal Event-specific reasons are tied to novelty /

uniqueness People attend events specifically for the

activities / particular attractions on offer

Evolving preferences

Event Visitor Motivations

With different push and pull factors at play for different types or groups of people, then how do you know what an audience for each specific event type might want????

◦ Segment the market!!!

Reflection…

Motives of sport event visitors?

Camaraderie with like-minded people Obligation due to historical reasons for

attending Loyalty to a club / team Excitement of the build-up Socialising

Q: What types of motivations are these?

Motives of festival visitors?

Novelty Socialisation Prestige-status Rest and Relaxation Education Value-Intellectual Enrichment Family Togetherness Regression Meet new people

Q: What types of motivations are these?

Case Study: Music FestivalsGelder and Robinson (2009)

V Festival Glastonbury

1. Watch/see the music/artists playing

2. Close to home 3. Availability of free

tickets

Escape everyday life and cultural exploration

1. Socialising with friends and family

2. Atmosphere

Watch/see the music/artists playing

Motives of Conference Visitors?

Networking and meeting new people Socialising Business Education

Motives of conference visitors

Q: What types of motivations are these?

Multiple motivations must be considered Socialising is a key motive Marketing strategies attract core markets Market to broad audiences

Recommendations for managers

Location of research and sample size Further research on motivations and socio-

demographic Further development of event motivation

theory

Future Research?

Existing typologies of behaviour

Events motivate people

The appeal is that you have to ‘be there’

It is a direct action which is triggered by a desire

Socialising is a key motive for people to attend events

BUT NOT THE ONLY ONE!

Summary

Crompton, J. L. McKay, S. L. (1997) Motives of Visitors Attending Festival Events. Annals of Tourism Research. 24(2). P425-439

Getz, D. (2005). Event Management and Event Tourism. 2nd edition. New York: Cognizant Communication Corporation.

Further reading