An analysis of how an individual's motivations are affected after a negative event experience and the impacts on repeat attendance intentions
(2016) An analysis of how an individual's motivations are affected after a negative event experience and the impacts on repeat attendance intentions, no. 102.
The research being conducted is focused around the attendance intentions of individuals after a negative event experience. The aim of the study is to gain a greater understanding into how people are affected by negative event experiences in relation to how their motivations change towards repeat attendance. The objectives identified in order to complete the study are to, gain an insight into the events industry focusing specifically on motivations, attendance and complaints, contribute to the gaps in the literature, analyse if negative events affect motivations after events and gain an understanding from both students and professionals previous experience and knowledge from the media. Key themes were identified by carrying out a literature review, and establish a theoretical framework. Recent studies carried out by key authors in the literature include satisfaction and loyalty, based on customer experienced analysed and previously studied by Del Chiappa et al. (2014) and the push and pull factors of different demographics' by Duran and Hamarat (2014). A qualitative research method was selected in order to complete the research aim and objectives. The research was conducted through gathering thoughts and opinions from the focus group and interviews and analysing the participant's data in order to come to an overall conclusion. The data gathered featured the participant's actual experiences and those which were presented in the media. The data was then coded and analysed and related to the main themes of the research question. After the data was analysed the result found related back to the main aim of the research. The researcher gained an insight into the participant's experiences and the results indicated that the individual motivations to repeat attend are affected. This is dependent on the experience and if they were affected or not. The findings identified that negative event experiences, first hand and within the media affect an event attendee and change their intentions if they would attend an event or not. Their motivations change based on the severity and type of negative event. From the research it arose that if a negative experience is within a business' control then the participant would not attend that event again. However if it is out with the control of the event organisers (e.g. a terrorist attack) the participants would attend and repeat attend as it was not the event's doing.