To rub mud on my naked body: An evaluation of the motivations of attendees at UK outdoor music festivals.

Abstract

This study explores the motivations of visitors who attend UK outdoor music festivals. To achieve this aim a series of objectives were created to ensure the aim was met. Critical evaluation of literature on motivation and festival attendees' motivations was undertaken to investigate whether there was a relationship between previous research on festival attendees' motivations and attendees' motivations for attending UK outdoor music festivals. The data used in this study was obtained through a mixed methodological approach, using quantitative and qualitative questions on an online survey. The quantitative questions were adapted from Uysal et al (1993) study, which comprised of motivational statements designed to establish event motivations. The use of an open ended question was to establish any additional factors that would influence one to attend outdoor music festivals in the UK. Using SPSS allowed the researcher to further analyse the results according to age and gender. The study found there was no significant difference between gender' in terms of the motivational statements used in the survey. Mainly individuals between the ages of 15-35 attend outdoor music festivals in the UK. Music is an influential factor in attending this type of event however, a relationship was also found between event novelty, excitement /thrills and socialisation between individuals' motivations in attending outdoor music festivals in the UK.