A review of festival visitors’ motivation

Rajić, Tamara and Reljić, Marija (2017) A review of festival visitors’ motivation. In: Second Scientific Conference ECIN 2017: International Economics and Management Conference, (Book of Proceedings). Economics Institute, Belgrade, pp. 157-161. ISBN 978-86-7329-105-5

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Abstract

To develop an effective festival marketing strategy it is imperative for festival organizers to understand the underlying motivational domains that lead visitors’ decision to attend a festival. In order to obtain deeper insight into visitors’ motivation, this study provides a review of existing research on festival visitors’ motivation. Findings of this qualitative research indicate apparent similarity of motivational domains across different cultural settings and types of events. However, previous studies indicate differences in terms of the relevance of the dimensions of motivation, dependent upon sociodemographic characteristics of visitors, type of event and previous visitations, indicating the importance of more thorough understanding of the driving forces underlying visitors’ behaviour in the context of a particular event.

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