Do millennials have an interest in attending, volunteering at, or participating in community events?

Abstract

This research investigates if millennials have an interest in attending, volunteering at, or participating in community events. Community events are important for residents as it allows them to continue traditions, meet with one another, and create a sense of community. However, existing literature identifies that millennials’ interests are in mega-events, therefore suggesting millennials’ attendance at community events is low, implying it is important for event organisers to understand if millennials currently attend community events, and what motivates them to do so. The aim of this study was to critically assess whether millennials attend, volunteer at, or participate in community events. In order for this aim to be achieved, objectives were set to include exploring the breadth of community events, the level of participation of millennials at community events, what factors prevent or persuade millennials to attend community events, and what impact millennials’ involvement is having on community events facing a lack of support. Secondary research was carried out by analysing existing literature and displaying it in the form of a literature review. For primary research, an online questionnaire was carried out to gain quantitative data surrounding millennials’ involvement with community events. This consisted of 11 questions; either multiple choice or Likert scale questions to identify if millennials do involve themselves in community events, factors affecting involvement, and motivations to persuade or prevent involvement. The findings highlight that millennials do involve themselves in community events, mostly by attending, however some do volunteer or participate also. Many motivational factors were identified, and this proved family and friends’ togetherness, and socialisation were the most common. Technology was identified in literature as the most important motivational factor, however in the research carried out technology has lower importance than many other motivational factors.