RECN 344: Event Management

1. RECN 344: Event Management Week 5 Lecture 3 Event Demand: Introduction to Motivations

2. Lecture 5.3: Event motivation • Involvement and motivation • Specific events and specific motives • Case study: South Island Wine and Food festival

3. Lecture 5.3: 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. • 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.

4. Recap: what is 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). • Intrinsic motivation: individual and unique personal needs & values that motivate people to attend/participate in an event • Extrinsic motivation: broader conditioning factors (society, culture) that shape attitudes, preferences and perceptions. • Understanding motives: • is key to understanding decision making process • helps in design of event experiences • can help us explain behaviour (and (dis)satisfaction)

5. Question for consideration • Do you think it is true that for most events attended, generic motives are more powerful than specific motives? Is this more the case for some kinds of events than others? For some stakeholders more than others?

6. 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

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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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 • What are the motivations for attendees at the South Island Wine and Food Festival? • What effect does wine involvement have on these motivational factors?

15. South Island Wine & Food Festival • Festival held annually since 2011 in early summer (December) • Located in Christchurch city centre (Hagley Park) • Showcases South Island wine regions • Ticket prices from NZ$150 to $30 • $37.50 general admission does not include wine tasting • Children enter free with adult • Maximum 8000 people, sold out each year

16. South Island Wine & Food Festival • Food features prominently • Educational seminars (wine, cooking) • Musical entertainment all day

17. Methodology • Self complete surveys distributed on a ‘next to pass’ basis by four research assistants at festival • Distributed during first four hours of festival to limit risk of intoxication of potential respondents • Survey focused on wine consumption behaviour, motivation for attendance, wine involvement • Wine involvement scale modified from previous studies (esp. Brown et al., 2007, Nello & Christou, 2014) • 249 useable surveys, analysed in SPSS

18. Findings – characteristics of sample

19. Findings – wine consumption behaviour

20. Findings- motivations & involvement • Highly wine involved ranked virtually all motivations higher than low involvement respondents • Clear focus on extending their wine interest • Significantly more likely to be seeking to meet people like them, and share their experience with friends after the event

21. Findings- motivations & involvement • Low wine involvement respondents areprimarily interested in socialising with friends and family, and enjoying the festive atmosphere and relaxing in a non-routine environment • Learning about wine and buying wine very low priorities • Apart from food, most supporting attractions (music, cooking demonstrations) relatively unimportant

22. Findings – motivations & involvement

23. Discussion and conclusion • This study found no differences in wine involvement by age, gender or income • All wine festival attendees value the festive atmosphere and opportunities to socialise:

24. Conclusion The findings contradict the suggestion that festive atmosphere detracts more serious wine consumers from attending • Festivities and fun are important