MOTIVES OF VISITORS ATTENDING FESTIVAL EVENTS

The escape-seeking dichotomy and the push-pull factors conceptual fram eworks were used to identify motives which stimulated visitors to go t o events at a festival. These two frameworks were used to guide develo pment of an instrument to measure motives. The sample participated in events that were classified into one of five categories. The extent to which the perceived relevance of motives changed across different typ es of events was assessed. Six motive domains emerged: cultural explor ation, novelty/regression, recover equilibrium, known group socializat ion, external interaction/socialization, and gregariousness. These wer e broadly consistent with the guiding push factors framework and confi rmed the utility of the escape-seeking dichotomy. (C) 1997 Elsevier Sc ience Ltd. All rights reserved.