Benefits and motivations of attending a multicultural festival
Problem Definition
Background information
Festivals and special events (e.g., aboriginal cultural festival, ethnic community festival) are not only emerging as one of the fastest growing types of tourism attractions, but also understood as one of the most common forms of cultural celebrations. They are an important expression of human activity that contributes to our social and cultural life. Similar to Canada and the U.S., Australia is a multicultural country where there are numerous residing ethnic groups and populations and where cultural diversity and social harmony and integration among the different ethnic groups are respected and promoted. For this important reason, state governments and regional and local councils need to realise the market potential of such ethnic cultural and multicultural festivals in their tourism promotion, given the fact that they provide an opportunity for the outside people to experience unique and authentic culture of diverse ethnic groups within a limited time frame.
To understand what benefits such ethnic cultural and multicultural festivals generate and what motivates people to attend these festivals, the local government in Canberra conducted a research project at their National Multicultural Festival. This research aims to identify how to further promote the National Multicultural Festival and to make it more appealing for a wider audience range.
Management Problem
How to promote benefits of multicultural festival and encourage a wider audience to attend it in the future?
Research Statement
To investigate what motivates audience to attend multicultural festivals in Australia
Objectives
- To understand demographic profiles of multicultural festival goers in Australia
- To examine previous attending experience of multicultural festival goers in Australia
- To investigate motivations of multicultural festival attendants in Australia
- To examine future revisit intention of multicultural festival goers in Australia
Measurement Instrument
| Research objectives | Question | Label | Level of data | Analysis technique |
| 1. To understand demographic profiles of multicultural festival goers | Q1 | Gender | Nominal | Frequency – count and percentage |
| Q2 | Age | Ordinal | Frequency – count and percentage | |
| Q3 | Highest education level | Ordinal | Frequency – count and percentage | |
| Q4 | Occupation | Nominal | Frequency – count and percentage | |
| Q5 | Personal income | Ordinal | Frequency – count and percentage | |
| Q6 | Bone in Australia | Nominal | Frequency – count and percentage | |
| 3. To investigate motivations of multicultural festival attendants | Q11 | Why do you come to this multicultural festival? | Interval | Frequency – mean and SD Test Q11 against Q1 Gender: Independent sample t-test Test Q11 against Q5: ANOVA |
