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Vad motiverar människor att besöka musikfestivaler?: En kvantitativ studie kring besökares interna motivation 
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The main goal of this study is to examine customers’ internal motivation and to investigate how motivational factors affects re-visits within music festivals. The study focuses on a customer perspective and has a quantitative approach. In order to obtain empirical data, the study has conducted a survey with 157 participants from ages of 18- 64. Statistical Package for the Social Sciences (SPSS) was used to generate the empirical data and was computed into Linear regression, Cronbach’s alpha and Mean values. Results showed that entertainment and novelty were positive towards return visitation. Socialization and excitement turned out to be two factors that motivated visitors internally but had no significant effect on their decision to make a return visitation. 

Abstract [sv]

Denna studies syfte är att undersöka kunders interna motivation och se hur motivationsfaktorer påverkar återbesök inom musikfestivaler. Studien fokuserar på ett kundperspektiv och har ett kvantitativt tillvägagångssätt. För att få fram empirisk data har en enkätundersökning genomförts med 157 deltagare från åldern 18-64. Statistical Packages for the Social Sciences (SPSS) användes för att generera empiriska data och analyserades med linjär regression, Cronbachs alfa och medelvärden. Resultat visade att underhållning och nymodighet var positiva gentemot återbesök. Socialisering och spänning visade sig vara två faktorer som motiverade besökare internt väldigt högt men hade ingen betydande effekt på deras beslut att göra ett återbesök. 

Place, publisher, year, edition, pages
2019. , p. 37
Keywords [en]
Music festival, motivational factor, visitors, re-visit, motivation, dimensions
Keywords [sv]
Musikfestival, motivationsfaktor, besökare, återbesök, motivation, dimensioner
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-82526OAI: oai:DiVA.org:lnu-82526DiVA, id: diva2:1315444
Subject / course
Business Administration - Marketing
Educational program
Music & Event Management Programme, 180 credits
Presentation
2019-01-11, Linnéuniversitetet, Kalmar Nyckel, Gröndalsvägen 25, Kalmar, 13:00 (Swedish)
Supervisors
Examiners
Available from: 2019-05-15 Created: 2019-05-13 Last updated: 2019-05-15Bibliographically approved

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Vad motiverar människor att besöka musikfestivaler?: En kvantitativ studie kring besökares interna motivation(805 kB)22 downloads
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Citation style
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