What motivates stakeholders’ engagement with music festivals? Jessica Atkinson BA (Hons) Events Management Cardiff Metropolitan University April 2016 i Signed Statement “I declare that this Dissertation has not already been accepted in substance for any degree and is not concurrently submitted in candidature for any degree. It is the result of my own independent research except where otherwise stated” Jessica Atkinson ii Abstract This research focuses on what motivates stakeholders to engage in music festivals. Camden Rocks Festival and Camden Lock Live, amongst other music festivals have been used as case studies. The researcher used both quantitative and qualitative research methods on a marketing manager of a venue in Camden, an events and marketing assistant of Camden Market and attendees of music festivals. Two electronic questionnaires were produced, one for residents of Camden who had attended Camden Rocks, and the other for general attendees of other music festivals. Two semi-structured interviews were also carried out. They both contained questions about their motivations for attending and impacts the event had on them. After the data had been collected the results were analysed and conclusions were made. The study found that there were many motivational factors influencing an individual to attend a music festival, including 'socialisation', 'uniqueness ' and 'entertainment'. There was a clear difference in primary motivations between males and females. Males preferred to attend the music festival to experience something new and different, whereas the females attended because they knew and liked the artists that were playing. There was also a clear distinction between secondary motivations and age groups. Younger people found food and drink to be their secondary motivators, whereas the older age groups found workshops, exhibitions, comedy and spoken word acts to be their secondary motivators. The study also found that event tourism is important for a destination as it benefits stakeholders through increased revenue, destination promotion and building a sense of community. Word count: 13,546 iii Acknowledgments The project researcher would like to firstly thank Darryl Gibbs for his continued help, support and guidance throughout this research project. Secondly, thank you to all the individuals who took the time and effort to help the researcher collect primary research. A final thanks to friends and family of the researcher for their constant support throughout this dissertation process. iv Contents Page Section Page Number Chapter 1: Introduction Title Page 1 1.1 Background 2 1.2 Dissertation Structure 4 1.3 Dissertation Aims and Objectives 5 Chapter 2: Literature Review Title Page 6 2.1 Introduction 7 2.2 The Events Industry 7 2.3 Typologies of Events 7 2.4 Special Events 8 2.5 Festivals 8 2.5.1 Music Festivals 9 2.6 Stakeholders 9 2.6.1 Venue 11 2.6.2 Event Organiser 11 2.6.3 Community 12 2.7 Culture of Camden 13 2.8 Theories of Motivation 13 2.8.1 Mullins 14 2.8.2 Content and Process Theories 14 2.8.3 Maslow’s Hierarchy of Needs 15 2.8.4 Herzberg Two Factor Theory 15 2.9 Event Motivation 16 2.9.1 Seeking and Escaping 16 v 2.9.2 Push and Pull Factors 17 2.10 Event Tourism 17 2.11 Destination Branding 17 2.12 Summary 19 Chapter 3: Methodology Title Page 20 3.1 Introduction 21 3.2 Primary Research 21 3.3 Qualitative Research Vs Quantitative Research 21 3.4 Sampling 22 3.5 Semi-structured Interviews 23 3.6 Thematic Analysis 24 3.7 Questionnaires 25 3.8 Quantitative Data Analysis 26 3.9 Mixed Methods Approach 26 3.10 Secondary Research 27 3.11 Ethics 27 3.12 Reliability and Validity 28 3.13 Conclusion 29 Chapter 4: Results and Analysis Title Page 30 4.1 Introduction 31 4.2 Motivations 31 4.2.1 Primary Motivations 32 4.2.2 Entertainment 33 4.2.3 Socialisation 33 4.2.4 Uniqueness 35 vi 4.2.5 Festival Atmosphere 36 4.2.6 Secondary Motivations 36 4.3 Positive and Negative Impacts of Music Festivals 38 4.4 Changes to Motivations 40 4.5 Event Tourism 42 4.6 Stakeholders 44 4.6.1 Community 44 4.6.2 Venues 46 4.7 Summary 46 Chapter 5: Summary, Conclusions and Recommendations Title Page 48 5.1 Introduction 49 5.2 Aims and Objectives Revisited 49 5.3 Limitations 50 5.4 Summary of Key Findings 51 5.5 Recommendations for Stakeholder 52 5.6 Recommendations for Future Research 52 5.7 Summary 53 Appendices Title Page 54 Appendix 1- Example of Participant Information Sheet- Interviews 55 Appendix 2- Example of Participant Information Sheet- Questionnaire 56 Appendix 3- Example of Consent Form 57 Appendix 4- Example of Signed Consent Form 58 Appendix 5- Example of Questionnaire 59 Appendix 6- Ethics Application Form 62 Appendix 7- Transcript of Phone Interview 67 vii Appendix 8- Transcript of Email Interview 71 Appendix 9- Turnitin Summary Report 73 References 74 viii List of Figures Figure Number and Title Page Number 1.0 Event Nomological Structure 8 2.0 The Relationship of Stakeholders to Events 11 3.0 Maslow’s Hierarchy of Needs 15 4.0 The Virtuous Circle of Destination Reputation 18 5.0. Music Festivals Attended by Participants from Questionnaire 2 31 6.0. Primary Motives for Residents of Camden Attending a Music Festival 32 7.0 Primary Motives for Attendees of Music Festivals 32 8.0 Peer Group Residents of Camden Attended with 33 9.0 Peer Group Individuals Attended with (General Attendees) 33 10.0 Secondary Motives for Residents of Camden Attending 36 a Music Festival 11.0 Secondary Motives for Attendees of Music Festivals 36 (General Attendees) 12.0 Positive Impacts of the Music Festival (Residents of Camden) 38 13.0 Positive Impacts of the Music Festival (General Attendees) 38 14.0 Negative Impacts of the Music Festival (Residents of Camden) 39 15.0 Negtive Impacts of the Music Festival (General Attendees) 39 16.0 How the Music Festival Has Changed Over Time (General Attendees) 40 17.0 Would These Changes Affect Their Motivation 40 To Attend (General Attendees) 18.0 Factors That May Influence their Decision Not To Attend 41 the Music Festival Again (General Attendees) ix Chapter 1: Introduction 1 Chapter 1: Introduction 1.1Background This first chapter will focus on the topic of the research project, providing a background to the study and why it was chosen. The following paragraphs will provide information on music festivals, Camden and why Camden Rocks and Camden Lock Live were chosen as case studies, the importance of motivational studies, the purpose and content of each chapter, and finally the aim and objectives of the research project will be identified. There has been a proliferation of festivals over the last decade with over 500 music festivals taking place in the UK in 2012 (Mintel, 2013). Festivals were established in the 1960's with the emergence of Reading and Leeds, the Isle of Wight Festival, and arguably one of the greatest happenings of all time, Woodstock Festival. Since then festivals have continued to grow with the appearance of popular, well established festivals such as Glastonbury Festival, V Festival, T in the Park, Wireless, Download and Bestival, along with many, many others. Festivals of course aren't just these large commercialised events, smaller festivals are also organised with a niche market in mind to celebrate local bands and culture, and to bring communities together. As an Events Management student who loves music events and a variety of musical genres it was important to choose a topic the researcher was interested in. After having attended the Camden Crawl a couple of times- a music festival established in 1995 which took place in multiple venues in Camden, which “Drowned in Sound” (2011) magazine described as “Undoubtedly the first festival of its kind in the UK”, due to it being a cross between a pub crawl and music festival- the author became aware of how important these events are to every stakeholder involved. The Camden Crawl had elements that were free and open to be attended by the public, which gave people a chance to see new bands that they probably wouldn't have usually heard of. The Camden Crawl was significant for up-and-coming artists which marked a turning point in many of their careers. Artists and bands which are well known now such as Fouls, Snow Patrol, The Kooks, Klaxons, Paolo Nutini, Plan B and Adele- just to name a few, performed at The Crawl prior to their rise to fame. When the researcher attended in 2012, a band called 'Clement Marfo and the Frontline' 2 played on a small stage under the railway arches in Camden with a fantastic atmosphere. It was the first time they'd ever heard of this band and had heard nothing like it before; elements of rock were fused with grime, hip-hop and funk. Since seeing this band perform at the Camden Crawl and hearing their music the researcher noticed how often their songs were featured on television sports promos, from BBC London Olympics, to Wimbledon and Match of the Day. If it wasn't for the Camden Crawl they would have been unnoticed and unheard of. Unfortunately, The Camden Crawl went into liquidation in 2014, thus the author of this research project chose to base their case study on Camden Rocks Festival. A popular music festival that takes place in Camden every year, over one day with a similar format to The Camden Crawl in that it has multiple locations. Camden Rocks offers a mixture of big names and underground talent (Timeout, 2016).