AN INVESTIGATION INTO THE MOTIVATIONAL FACTORS BEHIND THE ATTENDANCE OF WALES YOUNG FARMERS CLUB MEMBERS AGED 18 TO 26 AT THE ROYAL WELSH SHOW

Abstract

Wales YFC is a youth organisation for those aged between 10 and 26. Each year a number of competitions and entertainment sources are hosted by the organisation at the Royal Welsh Show for their members and supporters to interact in. They have established a substantial presence at the show, offering their members additional aspects that would not be available from purely attending as a member of the general public. This dissertation investigates the motivational factors influencing the attendance of Wales Young Farmers Club members aged 18 to 26 at the Royal Welsh Show, with the objective of determining the most prominent factor influencing that motivation. Whilst also identifying how members believe the organisation should improve upon its presence and involvement to ensure their future motivation to attend the show. In order to provide an answer to the prime research question, research has been carried out through the critical analysis of literature and the collection of both quantitative and qualitative data through primary research. Findings have shown there to be several factors motivating member’s attendance, with the importance of these factors varying throughout the members in terms of their age and years of membership. Some factors have appeared to become a stronger motivation as member’s age and years of membership increase. The results have shown the Royal Welsh Show to be an event attended by the majority of Wales YFC members and therefore the assumption has been made that participating in the aspects taking place at the show is an important part of being a member of Wales YFC. Based on further research, it must be noted that members feel that the presence of the organisation is not being used to its full potential. Members suggest Wales YFC would greatly benefit from extending their presence and involvement in the show further than their area, giving members the opportunity to be involved in everything the show has to offer whilst promoting YFC to the general public.