To explore festival goers attitudes to and motivations for attending music festivals abroad rather than staying in the U.K.

Abstract

This study explores the motivations and decision making processes involved when choosing to go to a festival overseas and establishes why these factors could override those to stay in the U.K. In order to achieve this aim the author firstly made a series of objectives that needed to be met. For example a critical evaluation of literature on motivational theories, motivational factors for attending music festival overseas, event tourism and decision making was undertaken in order to compare previous works on motivation with the motivation of individuals travelling to overseas festivals. Data was obtained using a qualitative approach whereby the author conducted focus groups and interviews with participants who have attended festivals in the U.K and overseas. Snowball sampling was used in order to build a network of suitable participants to take part in the study. Due to the qualitative nature of the research project the author used thematic analysis in order to highlight the dominant themes within the responses, quotations and photographs were used to support the findings. The study found that there were several Push and Pull factors influencing motivation to attend a festival overseas and overriding those to stay in the U.K. The significant Push factors included socialising, escapism and exploration while the Pull factors included good weather, unique natural scenery and the local culture. It became apparent that participants liked the fact they could combine a holiday with a festival and therefore it was important to have fun with friends and enjoy the entertainment but also to have the opportunity to relax and explore a new environment.