The organizers of a large annual cultural event “The Brisbane Good Food and Wine Show” are seeking to develop a better understanding of attendee motives. From previous iterations of delivering the event, the managers know that attendees can be classified into two primary groups: tourists and non-tourists. The event organizers want to develop understanding of:
(1) The demographic profile of attendees;
(2) The relative importance of each motive tested;
(3) Whether the motives of tourists and non-tourists are different;
(4) Whether attendees’ event satisfaction is correlated with intentions to attend the event next year.
To complete the assignment you are required to:
– Write a brief literature review (300-400 words)in relation to event motives and event tourist motives that includes a minimum of three（3） academic references. The review should contain research questions to frame the analysis, which follows. It is recommended to include “cultural events” as a search term. Do not specifically search Brisbane Good Food and Wine Festival.
– Write a brief method section, which outlines the analysis procedures used and provides an outline of quantitative research.
– Present a demographic profile of attendees in the form of a frequency table including each of the demographic variables captured.
– Present a table containing the means and standard deviation values for each of the event motives, plus the event satisfaction and future intentions questions for tourists, non-tourists and the whole sample.
– Conduct t-tests to examine whether any differences in event motives, between the tourist and non-tourist groups are significant (this analysis should be in the table with the means).
– Conduct three（3） correlations to examine the strength of the relationship between event satisfaction and future intention to attend the event (i.e., in 2017) for the total sample, tourists and non-tourists. Correlations (r = ) should be presented in the text, not in a table.
Students will receive clear guidance on the completion of each stage of the analysis in tutorials from week 6-10. （the week 9 and week 10 tutorials are not available, the client will provided later.）
Further details on this assignment can be obtained from the data file (questionnaire etc.), and the marking guidelines.
The management and the organizers of the annual cultural event “The Brisbane Good Food and Wine Show” need to develop a clear understanding of the motives of the guests attending the event. The organizers need to know the demographic profile of all the attendees, the motives of the attendees and the relative significance of each of the motives, the difference in the tourists’ motives and non-tourists’ motives and whether the satisfaction of the attendees with the current event is correlated with their intentions to attend the cultural event that will be hosted in the next year. The aim of the quantitative study is therefore to assist the management and the organizers of the cultural event accomplish the above stated objectives. As Creswell (2013)states the ability of the quantitative research to provide effective and reliable findings to respond to the objective states makes it a suitable tool to be used by the management in obtaining findings that will answer the stated objectives.
A motive is referred to as an integral factor that directs, arouses and integrates the behavior of an individual. According to Jennings (2010) the decision to visit or attend a particular cultural event is driven by the desire to meet a certain need. Zhang et al (2014) has clearly pointed out that motives are the initial point in the decision making process of an individual to attend the cultural event. The motives of an individual therefore have significance influence on the kind of decisions that he/she will make in regards to attending the cultural event (Jennings (2010).
In their study, Prayag and Ryan (2012) identified the six major motives that are likely to influence the attendance of an individual to the cultural events. Gregariousness, cultural exploration, novelty, known-group socialization, external socialization, and recover equilibrium are the major motives that were identified in this study (Prayag & Ryan, 2012).
From another perspective Yolal et al (2012) obtained that there is a difference in the motives of the guests attending different cultural festival products. The motivation scores for the guests attending the rock cultural events were lower than those attending all the other cultural events. (Yolal et al., 2012). As much as the motives of the guests to attend the cultural events differed, their level of satisfaction with each of the events was near similar (Yolal et al., 2012). The motives for attending the cultural events therefore differ amongst different individuals attending the events and are also dependent on the nature of the event that the guests are to attend (Yolal et al., 2012).
It is reported that tourists and non-tourists alike are likely to visit a cultural event with an aim of accomplishing a certain need (Hosany & Prayag, 2013). It is also observed that these individuals are motivated by certain factors to attend the event that they equally seek to accomplish (Vinh, 2013). According to Hosany and Prayag (2013) the satisfaction of the attendees with the services offered at the cultural events is dependent on their ability to satisfy their needs. Antón, Camarero and Laguna-García (2014) have also pointed out that the possibility of the attendees to make future visits to the cultural events is dependent on their level of satisfaction with the services that they received at the initial visit.
1. What is the demographic profile of attendees of the Brisbane Good Food and Wine Show?
2. What are the key motives of the tourists and non-tourists attendees attending the event?
3. Is there any difference in the motives of event attendance between the tourists and non-tourists attending the event?
4. Is there a relationship between the satisfaction of the tourists and non-tourists who attended the event and their intention to attend the event again in the future?
This study was based on a quantitative research approach. According to Bryman and Bell (2011) a quantitative research approach entails the use of numerical data collected in a particular study to explain a certain phenomena. In the current study, the information collected from the study participants were quantified to avail the numerical data that were used to respond to the research questions developed.
During the time when the study was conducted The Brisbane Good Food and Wine Show had received about 5000 guests visiting the event. The individuals to include in the study were sampled randomly from the entire guests received at that particular time. As Creswell (2013) notes, the use of random sampling as a method of selecting on the study participants is appropriate in ensuring that a proper presentation of the entire population is achieved. Every fifth guest leaving the event was approached to have their contributions on the research questions being investigated. The researchers manage to obtain views from 150 guests that resulted into the inclusion of the views and responses from 150 respondents in the data analysis. The total number of study participants that were included in the study were therefore 150 (n=150).
According to Creswell, J. W. (2013) the use of data sets in survey or any quantitative study is a sure way of obtaining accurate information. The study participants were asked to present their views on their motives for attending the festival. Moreover, their demographic information was also sought by the researcher. The participants were also required to verify whether their level of satisfaction with the current festival will influence their possibility of attending the future festival.
Statistical method of data analysis was used to analyze the quantitative data collected. Mean, standard deviation and T-test were adopted to analyze the raw data collected from the study participants. Correlation analysis was also conducted to establish the nature of the relationship observed between the satisfaction of the guests and their possibility of attending the event in future.