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Literature Review for Marketing Research

This shows the need for people to experience different things. Events, like festivals, that occur only occasionally offer the perfect opportunity for a day out of the ordinary and the options to try something new.
             In another study done of attendees of 1996 Summer Olympic Games, (Deply Neirotti, Lisa and Heather A. Bosetti, 2001), many of the same motivations appeared. The primary reason for attending the Games was because they had a strong interest in sports. 79.2 percent of those surveyed place emphasize importance of fitness in their lifestyles. This indicates the strong connection between life activities and interest in the Olympic Games.
             Approximately 30 percent of respondents indicated the importance of attending because it was a once-in-a-lifetime opportunity. 92.5 percent had never attended the Olympic Games before. The difference in events determines the rate of frequent and occasional attendees. .
             Usual versus occasional attendees.
             Different motivations exist between attendees who visit the venue regularly and attendees who visit only occasionally. Visitors attending a performance once in a while are interested in particular performances. On the other hand, subscribers have a higher level of loyalty to the organizations and know that they can rely on the quality that the venue produces. .
             According to a study done by Garbarino and Johnson, (1999), these regular subscribers to performances express a higher overall satisfaction compared to individual performance ticket buyers. They also display a higher trust and confidence that the performance will meet their expectations. This may be explained by the commitment that a usual visitor may have. They may also attend the performances for other reasons that add to their perceived value of their visit.
             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.


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