HOW IS THE USE OF SPONSORSHIP WITHIN THE FESTIVAL INDUSTRY IMPACTING THE FESTIVAL CUSTOMER EXPERIENCE? USING ‘BESTIVAL’ AS A CASE STUDY

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Author
Button, Eleanor
Date
2017-04Type
Dissertation
Publisher
Cardiff Metropolitan University
Metadata
Show full item recordAbstract
This research project examines how brand sponsorship at festivals impacts the
festivalgoer’s experience, using Bestival as a case study. To achieve this aim the
researcher made a series of objectives that needed to be completed, these
were: Critically review current literature on the use of brand sponsorship at
festivals and its relation to motivation and the factors that motivate
festivalgoers to attend festivals, conduct primary research into understanding
the impact of brand sponsorship on the festivalgoer’s experience of attending
Bestival between 2015-2016, using semi-structured interviews and finally
make recommendations on how festival organisers might use the research
findings to ensure brand sponsorship enhances the festivalgoer’s experience.
Research was obtained interviewing 7 people who had attended Bestival. The
researcher then discussed the findings qualitatively using a thematic analysis.
The study found has found that the main factors motivating festivalgoers to
attend a festival was Excitement, Value for Money and the Festival Style.
Findings also indicated that the impact of brand sponsorship on festivalgoers
could be understood in terms of the brands potential to meet festivalgoer’s
Essential needs and offer Leisure opportunities. However, the finding indicated
that some brand sponsorship was ineffective. Brands sponsorship cited as in
effective, included Goldsmiths University and Snog Yoghurt. In-effective was
defined by the sub category themes of Lack of Visibility, Lack of Clear Messages
and No Go’s. Furthermore, the findings proposed that there were opportunities
for other brands to increase their sponsorship at music festivals. Those brands
the findings proposed could increase sponsorship at festivals suggested
included fashion brands and services that increased drug awareness or
safeguarded festivalgoer’s welfare. Overall festivalgoers seem to accept that
festivals needed sponsorship, but didn’t feel it improved their enjoyment and
that their feelings towards a sponsor had changed and the ones that did were
corporate sponsors.
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