It is important to understand why people attend events and performances in order to market to the appropriate target effectively. A special event is seen as an opportunity for leisure or an opportunity to be with friends and family. This is what appeals to potential visitors and they must feel that this is what they will receive.

One such study, of comparative motivations of visitors at four different events, examined the differences of motivations among the different events. When asked ,”Why did you come to this event?” a general interest in the theme of the event accounted for 38.7 percent of the responses for one event and about 20 percent in the other events. This leaves a large percent of unexplained reasoning of attending such events.

There are a few other factors in determining why people attended these events

. Social reasons are the second leading answer given. Social interaction was more important to the events that focused on eating, drinking, and dancing. So this naturally would be a motivating factor. Respondents also placed emphasis in being with and meeting people that share their common interests. These reasons determine the need to seek stimulation, entertainment and excitement. Some respondents even stated, “because I enjoy festival crowds” and “to observe the other people attending the event,” (Getz, 2001).

Garbarino and Johnson also looked at the influence of the personal goals that will affect their attitude and behaviors. There are two separate goals that are described by the study. The enrichment goal includes goals for cultural enrichment, educational experience, and becoming a patron of the arts. Leisure goals include need for entertainment, relaxation, and a social time with friends. These two different perspectives about what one might obtain from attending a performance determine the perceived value of their visit and can explain why frequent, committed visitors enjoy and trust the performance more than an occasional visitor.

During the study conducted in 1997, African-Americans most frequented Jazz Concerts, Asians most frequented Opera concerts, Pays, and attend Art Museums, and Whites most frequented Classical Music concerts, Ballets, and Musicals. In comparing whites to all other ethnicities dance performances attract a similar attendance across ethnic groups and classical music has the largest difference in attendance compared to whites.

Differing motives of visiting different cultural arts

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