Exploring the motivational factors and decision making processes surrounding stadium and arena concerts.

Abstract

The aims and objectives for this research were as follows. Dissertation Aim: To analyse and evaluate the motivating factors and decision making processes surrounding consumer decisions to attend stadium and arena music concerts. Dissertation Objectives: • To conduct a critical review of the literature surrounding motivation and decision making process in relation to large scale music events. • To investigate by means of a questionnaire what are the motivating factors and decision making processes surrounding consumer decisions to attend stadium and arena concerts. • To critically evaluate research findings and provide recommendations as to why people are more motivated to attend one large scale music event as opposed to another and how event organisation can influence consumer decision making processes. The introduction sets the scene for the research and within this section it is explained why this research topic was particularly interesting. A critical literature review was carried out and in chapter 2 the relevant literature is displayed and reviewed. The methodology section states how the research was carried out while the results and discussion chapter analyse the results and discuss the findings and emerging patterns. Finally the conclusion will sum up the findings and provide any recommendations which arose from the research. The one and only method of investigation was an online questionnaire which proved to be a great success. The main findings from the results were that more people were motivated by venue location and ticket prices. The nearer participants were to the venue, the more likely they were to attend. Also the cheaper the ticket prices the more motivated participants were to attend a music concert. The main conclusions and recommendations which were reached were that in order to keep people attending music concert in stadiums and arenas, event organiser need to ensure the ticket prices remain as low as they possibly can. Also, when building new stadiums and arenas, the demographics of the surrounding area need to be taken into account as the closer to residential areas, the more likely the venue will be full during a music concert. Cheaper tickets and closer venues should result in music concerts becoming sold out on a regular basis.