An Exploration into LGBT Motivations to Attend Pride Events in the UK.
Cardiff Metropolitan University
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This dissertation sets out to explore the motivations of the attendees of LGBT Pride events in the UK using a case study of Cardiff Pride as a basis for the research. The researcher decided to focus on the LGBT community for the research because of the personal interest and, due to the researcher identifying as part of the community. The aim and objectives were met by firstly, beginning with a detailed literature review which critically reviewed existing literature surrounding the title. Areas addressed are; Pride events in the UK, Event Typologies, Motivation, Event Motivation and LGBT Travel Motives. Main theories surrounding motivation and event motivation were identified, covering two main theories, content and process, as well as goal setting. The main motives for people to attend events included motives such as relaxation, socialisation, family togetherness and escapism. The results were based on nine semi-structured interviews conducted by the researcher to people who identify within the LGBT community. Throughout the interviews themes were identified amongst the respondents which supported the existing literature. With key findings identifying that the main motives amongst the participants related to family together, relaxation and socialisation. Money and making your family proud are two motives to how people are motivated and people are motivated by their job and by goal setting, as supported literature such as Locke. Not all LGBT people feel like they need to attend Pride events to feel accepted within the community. Most the participants interviewed agree with existing literature that suggest that destinations can be branded as gay destinations. LGBT people are not aware of the origins of Pride events, therefore supporting the Politics vs. Party debate where Pride has become too commercialised and is now a party instead of a stand for equal rights.
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