RECN 344: Event Management

1. RECN 344: Event Management Week 5 Lecture 2 Event Demand: Event Motivation (Parts 1 and 2)

2. Week 5 Lecture 2: Event motivation • Introduction to motivation concepts • Motivation theories • Event attendance and motivation

3. Week 5 Lecture 2: Readings • e-book: Getz, D. (2012). Ch. 8: Antecedents and decision-making. In Event Studies: Theory, research and policy for planned events (2nd ed.)(pp. 247-268). Oxford: Butterworth-Heinemann. • R6: Li, R. & Petrick, J. (2006). A review of festival and event motivation studies. Event Management, 9(4), 239-245. • R7: Crompton, J.L. & McKay, S.L. (1997). Motives of visitors attending festival events. Annals of Tourism Research, 24(2), 425-439. • Learn: Monga, M. (2006). Measuring motivation to volunteer for special events. Event Management, 10(1), 47-61. • Learn: Li, M., Huang, Z., & Cai, L. A. (2009). Benefit segmentation of visitors to a rural community‐based festival. Journal of Travel & Tourism Marketing, 26(5-6), 585-598. • Learn: Dodd, T., Yuan, J., Adams, C., & Kolyesnikova, N. (2006). Motivations of young people for visiting wine festivals. Event Management, 10(1), 23-33 • Learn: Fountain, J. & Ryan, G. (2016). Motivations to attend a New Zealand wine and food festival: the role of involvement. Refereed paper, AWBR Conference, 17-18 Feb, Adelaide, Australia. • Additional reference: • Getz, D. (2013). Demand and the event tourist. In Event tourism (pp. 43-76). New York: Cognizant Communication.

4. Understanding motivation • “A decision to attend an event is a directed action which is triggered by a desire to meet a need” (Crompton & McKay, 1997, p. 425 ) • Identifying and prioritising motives is key to understanding the decision making process • Motivation is closely related to satisfaction

5. Terminology • Intrinsic motivation: • individual and unique personal needs & values that motivate people to attend or participate in an event • Extrinsic motivation:

6. Motivational theories • Needs-based approaches • Human needs motivate human behaviour – hierarchy of needs (e.g. Maslow) • People choose to attend events to satisfy certain needs

7. Maslow’s Hierarchy of Needs Self-actualisation (e.g. self-fulfilment, understanding) Ego needs (e.g. respect, status, prestige) Social needs (e.g. affection, love, friendship) Safety needs (e.g. security, protection) Physiological needs (e.g. food, water, air) • Human needs arranged in hierarchy from lower-level to higher-order needs. People normally satisfy lower order needs before the higher order of needs

8. Iso-Ahola’s model • Two elements: • Optimal arousal theory • Approach-Avoidance theory • Much behaviour is produced by opposing motives (cause organisms to both ‘approach’ and ‘avoid’ stimuli)

9. Iso-Ahola’s model • In event context, individuals seek different levels of stimulation • Needs change with event, lifestyle/lifestage, etc • Motivation is ‘seeking-escaping’ behaviour (or ‘push’ – ‘pull’)

10. Push-Pull theories • Push-pull approaches • Push factors: motivational factors from within individual, or social context (intrinsic and extrinsic) • Pull factors: features of an event likely to attract people • Event pull is a response to motivational push

11. Crompton’s travel motives • Four main components in pleasure vacation • State of disequilibrium • Break from routine • Behaviourial alternative: stay at home, pleasure trip, travel for other purposes (e.g. VFR, business) • Motives (source of disequilibrium) which help determine nature/destination of the pleasure vacation • Continuum: primarily socio-psychological – cultural

12. Crompton’s travel motives • Socio-psychological motives (‘push factors’) • Prestige • Regression • Enhancement of kinship relationships • Facilitation of social interaction

13. Motives to attend events • Cultural motives (pull factors’) • Crompton & McKay (1997) found that festival attendees had multiple motives • Seeking, rather than escaping more important for festival attendees

14. Motives for attending events • Morgan (2009, cited in Getz, 2013, p. 59): Event motives fall into three groups: • Personal benefits of hedonic enjoyment • Mostly generic, rather than specific benefits/motives • See list of case studies: Li & Petrick (2006, p.241)

15. Motives for attending events • Li & Petrick (2006) – provide overview of festival/event motivation studies • Primarily quantitative and largely descriptive case studies •  little in the way of theory building • Key questions: ‘Why do they come?’, ‘Who are they?’ ‘What do they do there?’, ‘Are they satisfied?’ • Most event motivation research has been seen as subset of travel motivation research  uses same theories

16. Getz, 2012, p.257

17. Categories of event tourists • Dedicated event tourist – travel specifically for event; main reason for trip; any economic expenditure due to event • Casual (or accidental) event tourist - already in area and attend for something to do, or with hosts/friends. Not reason for a trip to the place

18. Categorisation by type of involvement • Spectators– • Participants - • Accompanying – support people to participants. Often contribute significant economic benefits. • Staff- paid performers, volunteers, officials

19. Categorisation by level of involvement Product involvement: “the degree of personal relevance to a product” (Zaichkowksy, 1985, p. 342). • Example: high wine involvement may be manifest in behaviours and in the sense of enjoyment and excitement about the product  Wine is an important part of a consumer’s lifestyle and sense of identity (e.g. Bruwer et al. 2014; Yuan et al., 2008)  Many measures of wine involvement (e.g. Lockshin et al., 1997, Lockshin et al., 2001; Ogbeide & Bruwer, 2013; Bruwer et al., 2014) • See paper Fountain & Ryan (2016) on Learn

20. Monga, M. (2006). Measuring motivation to volunteer for special events. Event Management, 10(1), 47-61. • Many events rely on volunteers, but relationship not one of employer/employee •  • Most volunteers do so for altruistic or egoistic motives (or ‘altruistic-material-social’) but event volunteers different

21. Monga, M. (2006). Measuring motivation to volunteer for special events. Event Management, 10(1), 47-61. • Literature suggests 5 dimensions of event volunteer motives: • Affiliatory– • Altruistic – • Instrumentalist- tangible benefits • Egoistic – • Solidary – social connections, friendships, social interaction, family tradition

22. Li, M., Huang, Z., & Cai, L. A. (2009). Benefit segmentation of visitors to a rural community‐based festival. Journal of Travel & Tourism Marketing, 26(5-6), 585-598. • Surveyed visitors from out of town to small rural festival in Indiana, held around Independence Day holiday • Car show, rides, boat racing, fireworks, concert etc • Main motives for attendance: • Escape – get away from demands of life and avoid stress • Novelty – experience new/different things • Nostalgia and patriotism – • Event excitement – exciting and stimulating experiences • Family togetherness – • Socialisation – be with friends, or similar people

23. Li, M., Huang, Z., & Cai, L. A. (2009). Benefit segmentation of visitors to a rural community‐based festival. Journal of Travel & Tourism Marketing, 26(5-6), 585-598. • Cluster analysis shows visitors differ in benefits sought: • A third of visitors were loyal festival goers– most likely to have event-specific motives; most likely to revisit • Family travellers seek family togetherness • Festival enthusiasts like the buzz, crowds and atmosphere of festival • Escapersfocused on relieving daily stress and boredom • Social gathering lovers not interested in specifics of festival, just there for social reasons- to be with friends, meet people; least likely to revisit

24. Dodd, T., Yuan, J., Adams, C., & Kolyesnikova, N. (2006). Motivations of young people for visiting wine festivals. Event Management, 10(1), 23-33. • Young people recognised as new market for wine • Wine festivals vary - centrality of wine, length of festival etc • Festivals seen as good way to attract young to wine • Main motives for young people not centred on the wine but more generic motives: • Marketers can use this information to attract more young people

25. Motivations to attend a New Zealand wine and food festival: the role of involvement (Fountain & Ryan, 2016) • Are wine and food festivals more attractive to serious wine consumers or novices? • Festive atmosphere attracts less experienced wine consumers due to less intimidating atmosphere (e.g. Dodd et al., 2006; Houghton, 2001). • Festive atmosphere may deter serious wine connoisseurs from attending wine festivals • Findings: This study found no differences in wine involvement by age, gender or income. All wine festival attendees valued the festive atmosphere and opportunities to socialise.

26. Thanks for coming along! See you all on Monday.