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Factors That Influence Engagement in On-Site Environmentally Responsible

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Factors That Influence Engagement in On-Site Environmentally Responsible Factors that influence engagement in on-site environmentally responsible behaviours at music festivals Marisol Alonso Vazquez Bachelor in Foreign Trade Master in Marketing A thesis submitted for the degree of Doctor of Philosophy at The University of Queensland in 2014 Business School i Abstract The study of on-site environmentally responsible behaviours at outdoor events is important because of the negative environmental degradation that may be caused when hosting these events. Studying these behaviours is especially important at music festivals that are held in protected areas, and/or for festival managers who have an interest in controlling the events’ negative environmental impacts. Despite recent interest by event managers in developing strategies to encourage attendees’ environmentally responsible behaviours, this task is still a challenge because attendees may be disinterested in behaving pro-environmentally in the music festival context. Given this, event managers need to find novel ways to encourage attendees to participate more in on-site environmentally responsible behaviours. To contribute toward finding alternative ways to encourage more participation, this research investigated the major psychographic factors that influence attendees’ engagement in on-site environmentally responsible behaviours at music festivals. To identify these factors, the following research activities were carried out: phone interviews with music festival managers (10 participants); two online questionnaires (pre-visit and post-visit to festivals) across multiple music festivals (1,313 and 420 participants, respectively); and on-site interviews with attendees at a three-day music festival located near an Australian national park (81 participants). The findings of this study reveal that event managers consider it important to build a pro- environmental culture into their event communities in order to capitalise on attendees’ sense of community that may support environmentally responsible behaviours. The analysis also provides evidence of discrepancies between attendees’ intentions to behave in an environmentally responsible way at the music festivals and their actual behaviours. Psychographic factors such as pro-environmental predisposition, self-identity as eco-friendly, festival attachment, place attachment, on-site management strategies, perceived benefits and barriers are all important contributors to attendees’ on-site behaviours. Further, the study finds that some attendees exceed their intentions to behave responsibly towards the environment and that this is linked with their perceptions of the music festival’s green status. Attendees also consider it important to behave in an environmentally responsible way on-site because of the benefits they perceive for the well-being of both the festival community and the environment. In terms of barriers to engaging in on-site environmentally responsible behaviours, the findings reveal that the main obstacle for attendees is the belief that their actions will not make a difference. These results are of great significance to event management settings and can contribute to the design of management strategies to encourage attendees’ on-site eco-friendly behaviours. Such strategies are important in assisting event managers to minimise their negative environmental impact, gain credibility in labelling their events as environmentally responsible, minimise their costs in waste collection, and improve the environmental reputation of the events industry. iii Declaration by author This thesis is composed of my original work, and contains no material previously published or written by another person except where due reference has been made in the text. I have clearly stated the contribution by others to jointly-authored works that I have included in my thesis. I have clearly stated the contribution of others to my thesis as a whole, including statistical assistance, survey design, data analysis, significant technical procedures, professional editorial advice, and any other original research work used or reported in my thesis. The content of my thesis is the result of work I have carried out since the commencement of my research higher degree candidature and does not include a substantial part of work that has been submitted to qualify for the award of any other degree or diploma in any university or other tertiary institution. I have clearly stated which parts of my thesis, if any, have been submitted to qualify for another award. I acknowledge that an electronic copy of my thesis must be lodged with the University Library and, subject to the General Award Rules of The University of Queensland, immediately made available for research and study in accordance with the Copyright Act 1968. I acknowledge that copyright of all material contained in my thesis resides with the copyright holder(s) of that material. Where appropriate I have obtained copyright permission from the copyright holder to reproduce material in this thesis. iv Publications during candidature Conference refereed proceedings –full paper published Alonso-Vazquez, M., Packer, J., Hughes, K., & Fairley, S. (2014, 10-13 February). Place attachment, festival attachment and behavioural intentions as predictors of on-site environmentally responsible behaviours at music festivals. Paper presented at the CAUTHE Conference, “Tourism and Hospitality in the Contemporary World: Trends, Changes and Complexity”, Brisbane, Australia. Alonso-Vazquez, M., Lee, T. J., & Tkaczynski, A. (2012, 18-21 January). Key characteristics of green festivals: A critical review of the music and arts festival. Paper presented at the 2nd International Tourism Conference “Tourism, Culture and the Creative Industries: Exploring the Linkages”, St. Augustine, Trinidad & Tobago. Publications included in this thesis “No publications included”. Contributions by others to the thesis In their capacity as advisors to the candidate, Associate Professor Jan Packer, Dr. Karen Hughes and Dr. Sheranne Fairley provided guidance and support throughout the candidature, including a detailed review of the confirmation document and final thesis. This thesis document was also read and advised on, in part or in whole, by Professor Don Getz during the first year of the candidature. This thesis was edited by Maryann Martin. Statement of parts of the thesis submitted to qualify for the award of another degree “None”. v Acknowledgements My sincere thanks and admiration to my principal advisor Jan Packer for her academic guidance on this thesis and for exemplifying the qualities of an exceptional researcher, advisor, and enlightened person. The PhD journey under her guidance represented a transformative experience where I learned that an enlightened researcher, and person, talks a little more quietly, walks a little slower, notices a little more about things and people, and listens carefully, whatever voices or sounds are heard1. I am also grateful to Karen Hughes for being my second advisor and a good role model of practicality on how to provide an assertive solution to complicated issues, and to Sheranne Fairley, my third advisor, for sharing with me her experience and love for qualitative research. This thesis would not be possible without Marian Butler and Maryann Martin who taught me the art of writing in English. I will be always grateful to God for meeting you both; thank you for the hours we spent writing. I now understand Leonardo da Vinci’s famous quotes: “art is never finished, only abandoned” and “simplicity is the ultimate sophistication”. Thanks also to Drs Pegg, Patterson, Bond, Ritchie and Tkaczynski for including me as a tutor of their lectures, Drs Stokes, Robinson and Getz for involving me as a casual research assistant, and Cassie Doyle and Jane Malady for their aid during my first year of PhD study. The financial support provided by the Government of Mexico, The Graduate School of The University of Queensland, and Tourism Cluster, School of Business is also greatly appreciated. I am particularly grateful to the ten music festival managers for accepting my phone interview in spite of their tight agendas, 150 attendees who responded to my pilot studies, 2,109 attendees who responded to my pre-visit online survey, 1,104 attendees who gave me their email addresses to conduct the post-visit online survey, New South Wales Sustainable Music Festival that allowed me to conduct on-site face to face interviews, as well as the 81 visitors who generously gave of their leisure time at this music festival to reflect on environmentally responsible behaviours at events. Finally, blessings and recognition to my family and friends, in particular, Vladimir for your love, care and good example of being an amazing human being, as well as Sisters of Mercy Marie Thérèse and Micheline for your friendship and prayers. 1 Moreland, A. (2012). 1001 ways to Enlightenment. Australia: Hinkler. vi Keywords Visitor studies, environmentally responsible behaviours, events studies, music festivals, event management, place attachment, festival attachment. Australian and New Zealand Standard Research Classifications (ANZSRC) ANZSRC code: 150606, Tourist behaviour and visitor experience, 75% ANZSRC code: 150404, Sport and Leisure Management, 25% Fields of Research (FoR) Classification FoR code: 1506, Tourism, 75% FoR code: 1504, Commercial Services, 25% vii Dedication To: Dios, Vladimir, Hannah, Ari, Arabela, Ramon, Hector, and Wolfgang viii TABLE OF CONTENTS Abstract ................................................................................................................................
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