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Festival Campers, the Environment and the Blended Festivalscape

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Festival Campers, the Environment and the Blended Festivalscape Festival campers, the environment and the blended festivalscape David James Gration Master of Business Administration A thesis submitted for the degree of Doctor of Philosophy at The University of Queensland in 2015 The School of Business Abstract I am tempted to say that ‘landscape’ is congenial to our spirit, that once it is pointed out to us, we not only nod in recognition but feel better, healthier, empowered. Yi-Fu Tuan, Escapism (1998, p. xvi) This thesis by publication investigates the nature of non-urban festivalscapes and their relationships with festivalgoers in general and festival campers in specific, an area in which there has been little research. Intuitively the greatest point of differentiation between urban and non-urban festivalscapes is the natural setting in which the festival is located (naturescape). As distinct from many rural festivals, non-urban festivals are not held within showgrounds or other built up areas of a town. The sites are selected for their aesthetically pleasing nature-based settings that appeal to a particular target audience, the festival community, rather than necessarily reflecting the particular nature of a local resident community. In effect they blend the natural environment with a temporary built environment to turn spaces into special gathering places with significance to festival campers. It is the relationship between the naturescape of a non- urban festival and the environmental beliefs of its festival campers that forms the core of this research program. The first aim of the research program was to establish a clear festivalgoer driven definition of a non-urban festivalscape (the blended festivalscape) identifying its overarching dimensions and particular points of difference from an urban festival. The inclusion of the word ‘blended’ before ‘festivalscape’ seeks to emphasise the unique mix of natural and built environment elements being offered to festivalgoers in non- urban settings. Analysis of research program data found that the service consumption setting of a non-urban festival can be described as a blended festivalscape and defined as being perceived and experienced through the festivalgoer lens of memorable i experiences and environmental beliefs. It is a temporary self-affirming social community (socialscape); sited within a nature-based landscape (naturescape); supported by purpose built structures and support services (builtscape); that enables engagement with a program of planned experiences (programscape). The second aim was to examine the role of festival camper self-image congruity within a blended festivalscape context, with particular reference to relationships between environmental beliefs and the dimensions of naturescape and socialscape in a festival camping context. The third aim was to explore the influence of environmental beliefs, held by non-urban festival campers, on perceptions of and responses to naturescape. In addressing concluding aim, an assessment of the applicability of the sustainability triple bottom line framework, being utilised by festival managements and festivalgoers, was incorporated. This thesis contributes towards filling the substantial gaps in research into non-urban festivals as identified by Gibson & Connell (2011) and others. Non-urban festivals are increasing in numbers throughout Australia and internationally and have multi-billion dollar economic impacts (Gibson & Connell, 2009). This growth has been largely driven by tourism/economic and community/cultural factors. It is important in terms of managing the critical financial, environmental and social outcomes of non-urban festivals that a clearer understanding of festivalgoer perceptions and experiences, as they relate to non-urban festivalscapes (blended festivalscapes), be established. This pragmatist based research program utilises a multi-method approach incorporating two phases (Qualitative - Quantitative), as reported in three research publications. Firstly semi-structured interviews with hallmark festival managers and destination marketing organisation managers, followed up by festivalgoer focus groups, were undertaken. This phase resulted in two qualitative studies which are included as Chapters 2 and 3 of this thesis. These studies focus on the general ii festivalgoer population. Findings from this phase included the definition of blended festivalscape mentioned earlier, The first study, Chapter 2, established a preliminary understanding of how festivalgoers perceived non-urban festivalscapes as a blended festivalscape including natural, built, social and programming elements. It further established the importance of nature and sustainability issues to festivalgoers at non-urban festivals as a way of affirming self and establishing communitas through shared experiences and beliefs. A triple bottom line framework was found suitable for use in the planning and managing blended festivalscapes, with the additional benefit of providing a communication framework for discussing issues of sustainability with festivalgoers. The second study, Chapter 3, found that self-concept and the need for self-image congruity are critical factors when considering festivalgoers in a blended festivalscape. It was also found that festivalgoers, and in particular festival campers, could be perceived as being motivated by the need to seek like-minded people by attending festivals with a shared ethos, thus creating a state of communitas. Subsequently a quantitative survey of non-urban festival campers, at the Woodford Folk Festival (the Festival) in Queensland Australia, was undertaken. Camping festivalgoers represent the largest segment of the festivalgoer population at most non-urban festivals. Intuitively they would form the core festival community and have the most intense relationship with the distinguishing feature of the blended festivalscape, its natural environment. This second phase resulted in a single study which is included as Chapter 4 of this thesis. Given the exploratory nature of this research program the three studies, and resulting publications, that comprise the core of this thesis are both sequential and incremental in nature, with the knowledge gained in each study being utilised in the design of the following study. This approach is referred to as concatenated (Stebbins, 2001). Drawing from the results of the 398 usable survey responses, from non-urban festival campers, festivalgoer environmental beliefs were found to influence perceptions of naturescape, socialscape iii and overall satisfaction. Environmental beliefs were found to be a predictor of return visitation, with repeaters having higher levels of pro-environmental beliefs than first-timers. Finally, while campers’ level of positive environmental beliefs influenced their satisfaction with this type of festival, the findings suggest there is a positive moderating influence that naturescape brings to this link that leads to greater overall satisfaction and the likelihood of positive behavioural intentions. This research program developed a clearer understanding of what festival campers of a non-urban festival perceive their blended festivalscape to be. Thus, knowledge gained, from the individual and cumulative research program data, has better positioned festival managers, markets and experience designers to create and deliver successful non-urban festivals. This is made possible through alignment with festival camper perceptions and the environmental beliefs that drive them, as well as the design and creation of new market-oriented niche festivals. These blended festivalscapes can be perceived as sites of rural ‘hedonistic sustainability’ (Ingels, 2010) or alternatively ‘… romantic and mystical countercultural cool, with wellies, mud, stoic austerity all tinged with an environmental ethic, sit(ting) in a sea of merchandising.’ (Flinn & Frew, 2014, p. 428). iv 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 policy and procedures of The University of Queensland, the thesis be made available for research and study in accordance with the Copyright Act 1968 unless a period of embargo has been approved by the Dean of the Graduate School. 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. v Publications during candidature Journal article Gration, D., Raciti, M. & Walters, G. (2015). Back
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