The recent growth in event tourism has been accompanied

by a small but emerging literature on event-goers (e.g.,

Getz 1991; Hall 1992). One of the aspects that is attracting

increasing attention is the motivation of visitors to attend

special events (Uysal et al. 1991; Uysal, Gahan, and Martin

1993; Mohr et al. 1993; Formica and Uysal 1996; Crompton

and McKay 1997; Formica and Murrmann 1998). Crompton

and McKay (1997) cited three interrelated reasons why

research on event motivation is important: it is a key to

designing better products and services, it is closely linked to

satisfaction, and it is a crucial ingredient in understanding the

visitors’ decision-making process. These factors will

become more and more important as the growing number

and diversity of events lead to heightened competition.

Increasingly, the fundamental question of why people attend

events must be complemented by asking whether and to what

extent different events attract visitors having different motivations

or whether there are underlying motivations common

to all events.

While these issues have been recognized in the literature,

so far there has been little direct attempt to address them. The

database or research design in most of the previous work precludes

or limits such analysis. Uysal et al. (1991), for example,

drew on a sample of those who had gone on a festival/

special event/exhibition trip from the U.S. Pleasure Travel

Study, a national database that did not permit any differentiation

on the basis of the event attended. More commonly,

researchers have focused on a single event, for instance, a

county corn festival (Uysal, Gahan, and Martin 1993) and a

hot-air balloon festival (Mohr et al. 1993) in South Carolina,

a jazz festival in Umbria (Formica and Uysal 1996), and the

Spoleto Festival (a “cultural-historical international festival”)

(Formica and Murrmann 1998). These researchers have

explored variations in motivations between groups at the

same event, for example, between repeat and first-time visitors

(Mohr et al. 1993) and between visitors belonging to

different groups of friends, family, and couples (Formica and

Murrmann 1998). They have also linked their findings to previous

studies and noted similarities between them. Formica

and Murrmann, for instance, noted that in the two South

Carolina studies, the common underlying motivations to

emerge were escape, excitement/thrills, event novelty, socialization,

and family togetherness. Each of these studies also

employs a similar scale of motives, based on that originally

derived by Uysal, Gahan, and Martin (1993), and interpretation

is largely undertaken in terms of Iso-Ahola’s (1982,

1989) seeking/avoiding dichotomy. Despite this, there are

limitations in terms of the extent to which these studies are

comparable, and their findings can be generalized. Indeed,

Uysal et al. noted that their study intended no generalization.

Crompton and McKay (1997) adopted a different perspective

by examining motivations at a sample of different

“events” (parades, balls, food events, musical performances,

and shows) held as part of a 10-day festival, the Fiesta San

Antonio. The extent to which this is a study of multiple

events or of different activities occurring within a single

large event is debatable, but varying motivations were


1 Answer

  • Anonymous
    2 decades ago
    Favorite Answer



    Getz 1991; 門廳 1992)。 正在吸引的方面之一


    特別的事件(Uysal et al。 1991; Uysal , Gahan 和馬丁

    1993; Mohr et al。 1993; Formica 和 Uysal 1996; 克朗普頓

    而且 McKay 1997; Formica 和 Murrmann 1998). 克朗普頓

    而且 McKay(1997) 引用了三個相關的理由為什麼

    在事件動機上的研究很重要: 它是的關鍵




    訪客的決策處理。 這些因素決意









    到現在為止已經有小直接的嘗試向他們演說。 那


    或限制如此的分析。 Uysal et al。 (1991),舉例來說,




    根據事件被參加。 更普遍,

    研究人員縣玉黍蜀節日的 (Uysal , Gahan 和馬丁 1993) 和一

    熱氣猛漲節日(Mohr et al。 1993) 在南卡羅萊那州,

    Umbria(Formica 和 Uysal 1996) 的爵士樂的節日, 和那

    Spoleto 節日的(一”文化的-歷史的國際節日的”)

    (Formica 和 Murrmann 1998). 這些研究人員有



    (Mohr et al。 1993) 而且在屬於的訪客之間

    不同群體的 fr 在他們之間的研究和著名的類似。 Formica

    而且 Murrmann 在二南方中,舉例來說,注意那



    而且家庭友誼。 每一項這些研究都也


    由 Uysal , Gahan 和馬丁 (1993), 和詮釋源自

    主要地根據 Iso-Ahola 被開始(1982,

    1989) 尋求/避免兩分。

    可比較的,和他們的調查結果能被推廣。 的確,

    Uysal et al。 注意了被沒想要一般化的那項他們的研究。

    克朗普頓和 McKay(1997) 採用了一種不同的遠景


    " 事件 "(遊行,球,食物事件,音樂的表現,

    而且表演)拿著如 10 天的節日部份,祭典桑河

    安東尼奧。 這是一項倍數的研究範圍


    大的事件是可爭論的, 但是改變動機是


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