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FESTIVAL- BELEVING From: HARRY VAN VLIET (RED.) HOGESCHOOL UTRECHT

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FESTIVAL- BELEVING From: HARRY VAN VLIET (RED.) HOGESCHOOL UTRECHT CELL CAHIER #3 Subject: / FESTIVAL- BELEVING From: HARRY VAN VLIET (RED.) HOGESCHOOL UTRECHT LECTORAAT/ CROSSMEDIA BUSINESS Subject: FESTIVAL- BELEVING DE WAARDE VAN PUBLIEKS EVENEMENTEN Karen Bosch Rogier Brussee © Hogeschool Utrecht, 2012 Jelke de Boer Niets uit deze uitgave mag worden verveelvoudigd en/of openbaar Michiel Rovers gemaakt worden door middel van druk, fotokopie of op welke wijze Charlotte van Nus dan ook zonder toestemming van de auteursrechthebbenden. Harry van Vliet (red.) INLEIDING / De microkosmos van festivals 7 FW: 1 / Festivals: een introductie 13 Festivals als een specifi eke categorie van evenementen 14 Kenmerken van festivals 17 Festivals als een grote familie 20 De groei van festivals 22 Festivals en vrijetijdsbesteding 23 Het festival als podium 25 McFestivalisatie 27 De rol van mediaontwikkelingen 30 Conclusies en discussie 30 RE: Interview / Catherine Peters Sengers (Provincie Utrecht)* 32 FW: 2 / Festivals en onderzoek 36 Historisch perspectief 36 Sociologisch perspectief 37 Antropologisch perspectief 38 Economisch perspectief 38 Beroepsperspectief 39 Ontwerpperspectief 40 Festivals en mediaontwikkelingen 41 Festivals en mediagebruik 44 Twee voorbeelden: Lowlands en Magneetfestival 47 Crossmedia 48 Conclusies en discussie 52 RE: Interview / Ronny Hooch Antink (LOC7000) 55 FW: 3 / Motivaties voor festivalbezoek 59 Onderzoeken naar motivaties van festivalbezoekers 60 Generieke festivalmotivaties 67 De theorie van Push/Pull 70 FestivalDNA 74 Een theoretisch kader voor festivalDNA? 77 Conclusies en discussie 79 RE: Interview / Karoline Wiegerink (Hogere Hotelschool Den Haag) 82 FW: 4 / Festivalscapes 86 De samenstelling van de enquêtevragen 171 Servicescapes 87 Demografi sche en Festigrafi sche vragen 172 Experiencescapes 91 Mentaliteit 172 Het drama van belevenissen 94 Motivaties en FestivalDNA 174 Festivalscapes 97 Media 176 Conclusies en discussie 101 Emoties 177 Tevredenheid 178 Loyaliteit 178 RE: Interview / Eefje Colsen (De Parade) 104 Conclusies en Discussie 179 FW: 5 / Festivalbezoekers 108 RE: Interview / Willemien van Aalst (Nederlands Film Festival) 180 Segmentatie van festivalbezoekers: demografi sche en festigrafi sche kenmerken 109 Segmentatie van festivalbezoekers: mentaliteiten 111 FW: 8 / Resultaten festivalonderzoek 184 Muziek en mentaliteit 113 Onderzoeksresultaten Highlands Festival 184 Ervaren kwaliteit door festivalbezoekers 116 Onderzoeksresultaten Appelpop 188 Tevredenheid van festivalbezoekers 117 Onderzoeksresultaten Gluren bij de Buren 190 Loyaliteit van festivalbezoekers 119 Onderzoeksresultaten Festival de Beschaving 193 Een web van afhankelijkheden 121 Toetsing van de hypothesen 196 Conclusies en discussie 125 Conclusies en discussie 199 RE: Interview / Mark Leenders (Amsterdam Business School) RE RE: Conclusies en Discussie 205 en Joyce van Telgen (Bindinc) 129 Aanvullende onderzoeksvragen 207 Methodische aandachtspunten 209 Festivals en evenementen 211 FW: 6 / Beleving en Festivals 133 De waarde voor publieksevenementen 212 Modellen voor festivalbeleving 134 Morgans model voor evenementbeleving 135 Ralstons festivalbelevingsmodel 137 ATTACHMENTS Emoties: vertrouwd en mysterieus 141 De theorieën van Lazarus en Frijda 143 Noten 215 De betekenis van de appraisal-theorie voor festivalbeleving 148 Bronnen 222 Het ontwerpen van beleving 152 Websites 233 Conclusies en Discussie 154 Bijlagen 244 Over de auteurs 259 Dankwoord 261 RE: Interview / Ronald van Olderen en Colofon 263 Dorothé Gerritsen (NHTV) 158 FW: 7 / Onderzoek naar Nederlandse festivals 163 Het Highlands Festival 164 Appelpop 165 Gluren bij de Buren 166 Festival de Beschaving 167 * Alle interviews zijn afgenomen Onderzoeksvragen en hypothesen 168 door Charlotte van Nus en Karen Bosch Inleiding — INLEIDING / DE MICROKOSMOS De microkosmos van festivals VAN FESTIVALS — Harry van Vliet, p 7 Lector Crossmedia Business en hoofd Crossmedialab Zijn de hoogtijdagen voor festivals en evenementen voorbij? In recente artikelen in de Volkskrant, Het Parool en NRC Next wordt gesignaleerd dat festivals en andere evenementen sterk onder druk staan. De grote onderlinge concurrentie en de gevolgen van de fi nanciële crisis hebben hun effect op de evenementenbranche niet gemist. Toch zitten we historisch gezien nog altijd in een ware hausse aan festivals, met een incidentele dip als er een EK voetbal is of als het zomerweer niet mee zit. Festivalorganisaties worden vaker gedwongen een effectieve strategie te ontwikkelen. Ze onderkennen steeds meer het belang van een krachtige eigen identiteit die inspeelt op de vraag waarom bezoekers naar festivals gaan en die zorgt voor een memorabele beleving. Nieuwe ICT- en mediamiddelen spelen daarin een belangrijke rol. Toch nutten festivals dit nog maar deels uit, uitzonderingen daargelaten. Digitale media vinden maar langzaam hun weg in de communicatiemix van festivals, waarbij ze voornamelijk worden ingezet in het voor- en natraject voor informatie en entertainment. De inzet van media, de motivatie en beleving van bezoekers, en de (economische) impact van evenementen zijn onderwerpen die veel vragen oproepen. Beter inzicht in deze thema’s helpt festivals zich te onderscheiden, de band met het publiek te versterken, effectiever resultaten te behalen en vollediger te rappor- teren naar subsidieverstrekkers en sponsors. In deze publicatie doen we verslag van het onderzoek naar festival- beleving dat door het Crossmedialab is uitgevoerd. Dit onderzoek is met een simpele vraag begonnen: waarom gaan mensen naar festivals? Deze vraag waaierde al snel uit naar een veelheid aan vragen die hiermee samenhangen. Wat zijn festivals überhaupt? Hoe beleven bezoekers festivals? Wat maakt dat ze tevreden zijn of loyale bezoekers worden? Hoe kunnen festivalorganisatoren de beleving sturen? Wat is de invloed van sociale media op de beleving van festivals? Al deze vragen worden verkend en beantwoord in deze publicatie onder de noemer ‘festival- beleving’. Vanaf het begin was de ambitie deze vragen niet alleen theoretisch te beschouwen maar ook met empirisch onderzoek bij festivals te onderbouwen. Die gelegenheid heeft zich voorgedaan door de samenwerking met festivals zoals het Highlands Festival, Appelpop, Gluren bij de Buren en Festival de Beschaving. Over de resultaten van Inleiding deze onderzoeken bij ‘echte’ festivalbezoekers wordt hier ook gerappor- Inleiding bood schap of verhaal dringt de vraag zich op naar de ‘orkestratie’ van — teerd. De bevindingen hebben we gespiegeld aan de opvattingen en — de verschillende media. Door vooral de ontwikkeling van internet en De microkosmos ervaringen uit de praktijk; in een zevental interviews met organisatoren, De microkosmos mobiele diensten zijn deze vragen nagenoeg onvermijdelijk geworden in van festivals onderzoekers en beleidsmakers van festivals en evenementen. van festivals de huidige (digitale) communicatie. Het onderzoek in het Crossmedialab — — kenmerkt zich door een positionering tussen meer fundamenteel p 8 De combinatie van theorie, toetsing en praktijkinzichten maakt van p 9 onderzoek en de behoeften en vragen van de professional in de dage- deze publicatie een ambitieus verhaal. Bij vlagen is het ook een complex lijkse praktijk. En door een open houding die anderen uitnodigt om verhaal. De vraag naar beleving betekent begrijpen wat emoties zijn, onderzoeksvragen gezamenlijk te exploreren om zo tot nieuwe inzichten zowaar geen eenvoudig onderwerp. De vraag naar wat festivals zijn te komen en tot een doorvertaling naar het relevante onderzoeksveld betekent refl ecteren over verschillen en overeenkomsten met andere (Van Vliet, 2011a). soorten evenementen en festiviteiten, een soms moeilijk te ontwarren kluwen van typische en atypische voorbeelden. Daarnaast is de weten- Voor wie is deze publicatie bedoeld? schappelijke discussie over festivals sterk internationaal georiënteerd Met de typering van de opdracht en werkwijze van het Crossmedialab met onderzoek uit onder andere Amerika, Italië, Zuid-Korea, Zuid-Afrika, is impliciet al benoemd voor wie deze publicatie bedoeld is. Dit boek China, Canada, Jordanië, Australië en Nieuw-Zeeland. Dit betekent dat is voor onderzoekers, eventprofessionals en vakdocenten. Onderzoekers veel termen en concepten in het Engels zijn. De meeste termen zijn naar festivals, evenementen, vrijetijdsbesteding en beleving bieden we vertaald naar het Nederlands indien de originele betekenis daarmee niet een stand van zaken van de literatuur over festivals. We dagen hen uit te veel verloren ging. In sommige gevallen is het onvermijdelijk dat kritisch te refl ecteren op de theorievorming en de aangedragen ideeën zinnen meerdere Engelstalige termen bevatten. Verder speelt mee dat bij festivals en andere evenementen verder te toetsen. De professional onderzoek naar festivals een relatief jong onderzoeksgebied is met nog bieden we een expliciet en integraal overzicht van factoren die van weinig consensus, theorievorming en standaardisering. De consequentie invloed zijn op de festivalbeleving. We maken duidelijk waar de profes- hiervan is dat steeds een weg gezocht moet worden door alternatieve sional op kan sturen en welke consequenties dat kan hebben voor de verklaringen, tegenspraak en goed en minder goed uitgevoerd onderzoek. tevredenheid en loyaliteit van bezoekers. We dagen de professionals uit Dit betekent ook dat er kansen liggen. In een overzichtsartikel over om met nieuwe ‘uitdagingen’ te komen die het aangedragen model op festivalmotivaties van Li & Petrick (2006) is de conclusie dat er een gebrek de proef stelt, verder verfi
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