An identification and analysis of the event consumer's behaviour: needs and motivations plus the resulting link to levels of satisfaction experienced. A case of Edinburgh Hogmanay, in which locals and tourists are contrasted.

Abstract

The aim of the research is to develop a contextualised understanding of the event consumer's behaviour by testing the relationship between needs, motivations and satisfaction of Edinburgh's Hogmanay attendees. A quantitative research methodology is employed to satisfy the aim of the investigation through numerical data analysis (Holt 1998). The method chosen was online surveys using Google Forms to create, distribute and analyse the questionnaires in two phases: pre-event and post-event. The cross referencing of questions will be used to analyse and discuss the significant findings of the research. Plus, Microsoft Excel is used to conduct more detailed data analysis such as Regress Analysis on the dependent variable of satisfaction. A gap in the literature was found which provided an interesting area for exploration between motivation and satisfaction. It was recognised that many research projects have focused on event attendee motivation alone (Crompton and McKay 1997; Pearce and Lee 2005; Chang 2006; Mackellar 2006; Gelder and Robinson 2009). Meanwhile, it emerged from the literature review that motivation is a precursor of satisfaction; thus, it seemed interesting to add the component of satisfaction to the research project in order to analyse this relationship. Lastly, an additional aspect of the research question is the contrast of local attendees (Scottish) and tourist attendees to portray if differences in results occur. The results of the study generally conform with previous studies on event attendee motivations (Crompton and McKay 1979). The highest motivation domains are revealed to be the same when questions are cross referenced, while also confirming previous research findings.