What motivates participation to a culture event: market research for Jyväskylä Festival
Kinnunen, Karoliina (2022)
2022
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202202082241
https://urn.fi/URN:NBN:fi:amk-202202082241
Tiivistelmä
The objective of the following thesis was to get an understating of the motivations and expectations of the customers of the Jyväskylä Festival. The author conducted market research of the customers of Jyväskylä Festival to find out what motivates people to participate in a culture event with the intent to support Jyväskylä Festival in their decision making and practices as well as other culture events with similar program as Jyväskylä Festival.
The theoretical framework includes a short introduction to what is a culture festival, customer behavior with customer motivation, and other motivation theories such as the push and pull motivational model and lastly, customer expectations are explained. Market research using the mixed method was done by using a questionnaire survey as a data gathering method and coding to analyze the data.
The questionnaire contained open-ended questions on which the data analysis was based. The data was sorted into themes based on the theoretical framework. The data analysis was done in parts to answer all of the research questions.
The key findings show that the main motivations of the customers were different kinds of experiences. The experiences could be divided into sensory, emotional, intellectual, and social experiences. There were different features that the customers thought important in an event and based on them the pull factors were determined. They were location, performers, atmosphere, price, and the program.
The theoretical framework includes a short introduction to what is a culture festival, customer behavior with customer motivation, and other motivation theories such as the push and pull motivational model and lastly, customer expectations are explained. Market research using the mixed method was done by using a questionnaire survey as a data gathering method and coding to analyze the data.
The questionnaire contained open-ended questions on which the data analysis was based. The data was sorted into themes based on the theoretical framework. The data analysis was done in parts to answer all of the research questions.
The key findings show that the main motivations of the customers were different kinds of experiences. The experiences could be divided into sensory, emotional, intellectual, and social experiences. There were different features that the customers thought important in an event and based on them the pull factors were determined. They were location, performers, atmosphere, price, and the program.