Beyond the stage: exploring the complex motivations driving music festival attendance

Abstract

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Purpose This study aims to investigate the motivations behind festival attendance and segments attendees into groups based on their preferences. Understanding these motivations enables event organizers to enhance participant experiences and tailor their offerings to meet diverse needs.

Design/methodology/approach Based on the data collected from 531 responses on festival-goers' motivations and preferences, the research begins with a descriptive analysis to gain initial insights, followed by exploratory factor analysis to identify underlying motivational components. A cluster analysis then categorizes attendees into key segments. The analysis of differences among these segments highlights the value of customizing festival experiences to align with each group’s unique priorities.

Findings This process identifies three main drivers: logistical considerations, social connections and escapism. Then, the analysis reveals key differences among attendee segments. “Socially engaged but logistically unconcerned” attendees prioritize social interaction, while “practical and balanced festival-goers” value both logistics and social engagement. In contrast, “logistically neutral, low social engagement” attendees focus primarily on practicality. Women often prioritize safety and logistics, whereas men emphasize themes and performers. Major motivators include escaping routines and fostering community.

Research limitations/implications Several limitations should be noted. The study’s sample may not be fully representative of all festival attendees, as motivations can vary widely. Self-reported data may also introduce biases, with respondents possibly misrepresenting their true motivations. The segmentation method, while helpful for broad trends, may oversimplify complex motivations, and focusing solely on three factors may miss other influences, such as environmental concerns or specific performer types. Future research should expand the sample and explore additional motivators to build a more comprehensive understanding of festival attendance behaviors.

Practical implications This study provides festival organizers with insights to create experiences tailored to three distinct attendee groups. For “socially engaged but logistically unconcerned” attendees, organizers should focus on community-building activities, as these attendees prioritize social aspects over logistical details. “Practical and balanced festival-goers,” who value both practical and social elements, may appreciate streamlined logistics like accessible transportation and cost clarity. Lastly, for “logistically neutral, low social engagement” attendees, practical considerations should be a priority to attract their attendance. Targeted marketing based on these segments can help organizers enhance satisfaction by aligning festival features with each group’s specific preferences.

Social implications This analysis underscores the role of festivals as spaces for diverse social interaction, especially for the “socially engaged but logistically unconcerned” group, who see festivals as opportunities for social bonding. Festivals, thus, foster community and inclusivity, which can benefit local culture and economies. The digital engagement noted among attendees emphasizes the need for online interaction, which extends the festival experience and contributes to social cohesion. By catering to these motivations, festivals can go beyond entertainment, becoming platforms that reinforce community connections both on-site and online.

Originality/value This study contributes to the growing body of research on music festivals by offering a nuanced view of audience motivations through descriptive, factor and cluster analyses. By identifying unique attendee groups, the study reveals motivations that extend beyond demographics, incorporating logistical, social and escapist factors. These insights provide festival organizers with valuable guidance for designing tailored experiences. This approach challenges the one-size-fits-all model, allowing for a more personalized and satisfying festival experience for diverse audiences.