AA 2009 Volume 41 Issue 4

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http://hdl.handle.net/11660/8134

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Browsing AA 2009 Volume 41 Issue 4 by Subject "Group togetherness"

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    Travel motives of visitors attending Oppikoppi Music Festival
    (University of the Free State, 2009) Kruger, Martinette; Saayman, Melville
    English: Oppikoppi Music Festival is a festival with a difference: its theme is primarily rock music marketed predominantly to students. The researchers sought to determine the travel motives of visitors to this Festival by means of a questionnaire survey (N=261). After data capturing was completed, a factor analysis was conducted. The latter revealed six factors, namely “group togetherness”, “escape”, “cultural exploration”, “event novelty/regression”, “unexpectedness” and “known group socialisation”. The research confirmed “group togetherness” as the main motive but also reveals a new motive, namely “unexpectedness”. The research also confirms that different festivals feed off different motives. The results are useful to the event manager and marketers in developing their marketing strategy.