The motivations of attendees at domestic pop music festivals

Abstract

The economic and social significance of festival tourism is continuously growing, especially in the post-pandemic world, with interest in tourism events on the rise again. This study examines the motivations and consumer behavior of attendees at domestic popular music festivals, including the effects of various motivational factors. The aim of the research is to explore why these events are attractive to visitors, what motivational factors encourage participation, and what groups can be identified based on these motivations. An online questionnaire survey was conducted with the participation of 701 individuals, and the results were explored using factor analysis and cluster analysis. We identified five main motivational dimensions: supplementary elements (e.g., gastronomy), environment, building human relationships, basic utility (e.g., performers), and cultural elements. The cluster analysis identified three consumer groups: those who enjoy the festival atmosphere, those seeking to meet new people, and those participating due to the festival's vibe. The results highlight that visitors' motivations are the outcomes of a complex process involving multiple factors shaped by social influences, personal experiences, and preferences.