A Large Music Event in Brisbane - Essay Example

?Introduction The world of the 21st century is moving at a rapid pace (Buono and Jamieson, p. 270). In this case, the focus is on the organizers of a large music event in Brisbane, who intends to develop a proper understanding of the motives of the attendees. For the purpose of developing an understanding, a research needs to be conducted. In this case, it can be stated that the research is important as it will help in developing a highly relevant finding on the basis of demographic profile of the attendees, motives of the group. The research will also try to concentrate on where the motives of the tourists and non tourists are different. Also, the focus will be mapping the correlation that has been developed in connection to the satisfaction and the intentions of the attendees. Literature review While discussing the literature review, it needs to be highlighted that the factors of motivation as well as the central focus of the music festivals needs to be taken into consideration. While trying to identify the motivation factors, it is important to focus on the underlying reason for conducting a music festival. Generally, the main reason for conducting a music festival is to promote the entire tourism package for a region. The festivals that are conducted on the lines of music performances are highly unique since they have the ability to attract visitors from a highly diverse span of geographies (Mosley and et.al, 2011). While discussing the motivation factor for the tourists, it needs to be highlighted that the extrinsic factors of motivation play a very important role. In elaborating about the most important extrinsic factor, the focus needs to be given on the conflict of the masses happening in the work and leisure life of the masses (Robinson and et.al, 2010, p. 138). Basically the long hours of work time is having a conflicting effect on the leisure life of the masses. When a person is on a holiday, it can be stated that attending an event of musical note has a very different meaning. It acts to a great extent in compensating for the highly demanding work schedule and hours or even a very hectic kind of a lifestyle (Robinson and et.al, 2010, p. 138). Apart from the people who are engaged in highly demanding jobs, it can be stated that there are a group of workers who are stuck in a very routine and monotonous kind of a job and are trying to attach to the music events for having a high levels of excitement, thrill and challenge in their leisure times as well as in their life. Another extrinsic kind of a factor that needs to be associated with the issue of motivation is that some attendees attach leisure as an extension to work. A certain group of people who are attached to a highly demanding and exciting kind of a job looks forward to seeking the same levels of excitement and thrill during the leisure time. As a result, the musical concerts hold a high level of value and a source of excitement and thrill to them as well (Robinson and et.al, 2010, p. 138). In discussing about event motivation and tourists, it can be stated that the concept has a high linkage with Maslow’s Hierarchy of Needs. The event motivation and participation of tourists in various events are related to the social and psychological needs (Heinsohn, n.d.) It also has to be stated that the event motivation at times are largely dependent on the factors like fund raising, generating mass awareness. Also, in some cases, the main motivation of the event is largely associated with the factor of promoting a brand or a performer. Talking in regards to the non-tourists, it can be said that for them, the focus of attending a music event is mainly on relaxing as well as socializing. Research Questions In this case, it can be stated that there can be three research questions. The first research question is to find out what is the demographic profile of the attendees? The second research question is to find whether the motive of the tourists and non-tourist are same or different? The third research question is to concentrate on whether the attendees of the music event show the correlation for satisfaction along with the intentions to attend the event next year? Methodology It is widely known perception that a research methodology forms a very formidable and important part of any research assignment because of its ability to provide solutions and possible recommendations to the main problem that is being discussed (Kothari, 2004, p. 2). It can be said that the process of research methodology is generally conducted because of the need to conduct an exercise for the purpose of collecting of data and relevant information and gainful insights in regards to the main research topic. A quantitative kind of analysis is very much appropriate in this process since the data has been collected using a survey instrument like a questionnaire (Saunders and et.al, 2011, p. 144). For the purpose of data analysis, the Excel tool has been used to analyze the data. In discussing about the analysis, it can be stated that the data has been thoroughly analyzed by conducting demographic analysis, means, standard deviations as well as the t-test analysis. Results The demographic analysis reveals that the respondents belonging to the age group of 18 – 30 years are the maximum in number. The number of females in the survey is a little more than the males. A majority of the respondents fall in the income range of $0 - $50,000. A majority of the respondents of the survey are never married. Finally, a little more than half of the respondents are tourists. In focusing on the mean values for variable of known group socialization, it can be said that the non-tourist has a higher tendency to engage in known group socialization as compared to tourist groups. From the aspect of cultural experience, it can be stated that the tourist assign a greater value to this factor as compared to non-tourists. Also, the intention of non-tourists is more pronounced as compared to the tourists in this particular case. On the basis of descriptive statistics, the data of which is shown here, it can be said that the main motivating factors known group socialization, cultural experience as well as intention. These three factors are considered the most influencing in nature since the p – value is .00 which is less than .05. In interpreting the results of the t-test, it can be stated that only the variables of known group socialization (m=3.14), cultural experience (m=3.48) and intention (m= 3.09) can be taken into account as the p-values which stands for level of significance is less than .05. The p-value below .05 reveals that the null hypothesis is rejected in these cases. Discussing in a specific manner, it can be said that the non tourists are more motivated as compared to the tourists for known group socialization since the non tourists have a high mean value and low standard deviation. A higher mean value than the tourists implies that the non tourists attribute a greater degree of importance to the factor of known group socialization. The reason for this difference can be because of the fact that the non tourists are looking forward to have a fun and relaxing time, while rebuilding their bond with known associates For the culture experience factor, the motivation of tourists is high as compared to non tourists since the tourists have a high mean value as compared to the non tourists. The difference exists mainly because the tourists to the event are more experienced in having a complete holistic experience which influences the effect of the local culture. In discussing about the intention factor, it can be stated that the non tourists attribute a higher level of importance to this issue as compared to the tourists. With a mean value of 3.50 and standard deviation of 1.35 for non tourists, it can be said that the difference with the tourists mainly exists as the non tourists are more likely to have a greater amount of fun from the activities as compared to the non tourists. Also, since the factor of correlation has a value of r= .41, it represents that there is a positive correlation between the satisfaction and intention of the respondents. The correlation of the sample was 0.41. This implies that the samples are correlated in a positive fashion. The r value ranges between 0 and 1 and a closer value towards 1, implies a strong level of correlation. Similarly, the reverse relationship holds good. In this case, since the correlation between non-tourist group was found to be highly positive with r=0.63, it means that it is more likely that this group is more motivated amongst the others. On the other hand, the correlation of the tourist group has a low value of r=0.17, which simply means that the group is weak positively correlated. Recommendation As a recommendation, it can be stated that the organizers of the large music event in Brisbane should focus on the process of targeting the never married group of individuals who belong mostly to the age group of 18 – 30 years. This group has been recommended for targeting by the organizers since the questionnaire reveals that the response is the maximum for these two kinds of demographic groups. Another recommendation for the organizers is that, for the purpose of promoting the local culture, they should focus on targeting more towards the tourists as compared to the non-tourists. The reason can be attributed to the analysis of cultural experience variable which reveals that the value is more skewed towards the tourists as compared to the non-tourists. Another very important recommendation that can be given in this case is that the organizers should also try to promote the music event to the non tourists. While doing so, they should try to promote the event as a platform for known group socialization. Conclusion On a concluding note, it can be said that one of the key findings of the research is that the main target group for the large music event is the never married group of individuals falling within the age category of around 18-30 years. Other important findings are that the known group socialization, cultural experience as well as intention are the most important influencing factors for the event. It can be said that these findings are important since they will help in a great way in designing a better marketing tactic through proper segmentation of the audience. Reference list Wood, M., and Kerr, J.C.R. (2010).Basic Steps in Planning Nursing Research: From Question to Proposal. UK: Jones and Bartlett Learning. Kothari, C. J. (2004). Research Methodology: Methods and Techniques. New Delhi: New Age International Pvt. Ltd Robinson, P. and et.al. (2010). Event Management. USA: CAB International. Mosley, M. C., and et.al (2011) The Influence of the Jazz Festival Experience on TouristBehavior. Retrieved from: http://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1233&context=gradconf_hospitality Buono, A.F., and Jamieson, D.W., 2010. Consultation for Organizational Change. USA: Information Age Publishing. Saunders, M. and et.al, 2011.Research Methods for Business Students.5th ed. India: Dorling Kindersley Pvt. Ltd. Heinsohn, H. (n.d). A Review of Festival and Event Motivation Studies. Retrieved from: http://www.hrsm.sc.edu/hrtm/faculty-staff/li_xiang/A%20Review%20of%20Festival%20and%20Event%20Motivation%20Studies%202006.pdf Bibliography Jeffs, C. (2008) Strategic Management.London: Sage Publications. Sadler, P. (2003) Strategic Management. USA: Kogan Page. Read More