Does the music even matter? An exploratory investigation into visitor motivations for attending large scale music festivals: case study of T in the Park, Scotland.
(2016) Does the music even matter? An exploratory investigation into visitor motivations for attending large scale music festivals: case study of T in the Park, Scotland., no. 121.
Motivations have been researched in relation to many different fields of study including psychology, business, etc. However, it emerges in the area of events quite frequently. Despite the fact there is a wealth of literature on visitor motivations in tourism and events, there is a gap in the literature on visitor motivations from the perspective of the organisers. This dissertation will explore the visitor motivations for attending large scale music festivals from the visitors and organisers perspective, using T in the Park music festival in Scotland as a case study to focus on one sample. There has been vast research on visitor motivations from a tourist and event standpoint, looking at it from the visitors' perspective but very minimal research from the organisers perspective. There is an abundance of literature on visitor motivations within the tourism and events context, however within Scotland there has been little published research studies looking at music festivals and their visitors' motivations to attend. The majority of studies which have been presented are US based. A literature review was developed looking at the motivational theories in tourism and events literature. Then focusing on similar research in festivals and music festivals then focusing closer on the organisers perspective of visitor motivations. In order to generate a new research on visitor motivations from the organisers and visitor's perspective a mixed methods approach was adopted to gather as much quality information from both perspectives. The results of the study generally follow in line with previous studies on event attendance motivations (Crompton and McKay 1979). The main findings concluded that the organisers of T in the Park were adequately informed and knowledgeable of the motivations of their attendees. It was concluded that the main motivations for visitors to attend T in the Park were: the music, the location of the festival, socialisation and the festival experience.