Exploring motivations for people attending music festivals and the role of social media in the decision making process

Abstract

This study will explore the motivations for people attending music festivals and the role that social media has on a person’s decision making process of whether to attend an event or not. The findings of this study are based on a questionnaire which has been distributed among people who have attended a music festival overseas, one that lasted two days or more, in the last ten years and are also active social media users. The questions asked in the questionnaire were related to previous research found in the literature review of this study, to ensure that the data collected could be linked to theory. Systematic analysis was used to analyze the data collected and put together all the pieces of information gathered throughout the whole research process. The study discovered that a variety of factors influence whether or not an individual attends a music festival. Socialization, experience, escapism and leisure were listed as the most common motivating factors. The phases of a potential attendee’s decision-making process were discussed, and the results were in line with the theory found, and the use of social media throughout the process has a variety of effects on consumers. Providing a space for event organizers and consumers to promote content and share their experiences. Based on the results of this report, the researcher was able to make suggestions for areas that should be further investigated in the future in order to maintain the current rate of attendance at music festivals.