An Examination of the Behaviours and Motivations of Festival Visitors

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Mike Beresford Dr Bryan Mills 25th January 2013 An examination of the behaviours and motivations of festival visitors Contents Introduction…………………………………………. 3 Literature review…………………………………….4 Methodology………………………………………….6 Ethical considerations……………………………...8 References……………………………………………9 Introduction The purpose of this study is to examine and explore the behaviours and motivations of customers that have attended festivals. Festivals play an important role for communities by attracting tourists, creating positive economic impact, creating opportunities for community involvement and togetherness, and further improve the image of the destination and area. Festivals and special events have grown in all destinations and are the fastest growing segment of the tourism and events industry (Park, Reisinger, & Kang, 2008). These special events and festivals are beneficial to both communities that host them and visitors they attract. In the community, this unique type of tourism offers opportunities to bring together all potential resources and to showcase them to tourists and establish a good public image. Getz (1991, p. 11) stated that “Festivals and public celebrations are found in all societies. Together with a variety of other special events, they are increasingly seen as unique tourist attractions and as destination image makers.” A number of studies have been conducted on festivals and events with their many advantages for communities (Getz, 1993). However, many festivals are still in the early stage in both practical management and theoretical

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