The second purpose is to understand how festival attendees perceive the socio-economic impacts of the festival and how these perceived impacts vary across different festival attendee groups. Finally, the study examines the overall satisfaction of festival attendees with respect to different festival products.
Motivation has been considered as an important subject in Event Management. Motivation was described distinctly by different authors. For example, Furnham (1997, p.245) insists that motivation is dual in nature: one point is “the nature of the driving force (where it comes from; what are its properties)”; another point is „the direction and maintenance of the drive (what effects does it have on individual behavior) ‟. Likewise Mitchell (1982, p.81) identifies motivation as those psychological processes that cause arousal, direction, and persistence of voluntary actions that are goal oriented‟ and Stephen (1986) describes motivation as the willingness to pursue an organizational goal with high level of enthusiasm, simultaneously having the ability to satisfy a few individual needs. In other words, an individual works towards goals because of an eagerness to fulfill their individual needs.
Nicholson and Pearce (2001) reiterates that the study of motivation is one of the most complex areas of tourism research, as it continues to offer many challenges derived from the intangible nature of the phenomenon, issues of multiple motivation, and questions of measurement and interpretations. Looking at most of the existing research on visitor motivations shows a general trend. The research follows the consumer motivation research that revolves around two basic issues, that of understanding the interrelationships between motives and certain behavior, and that of developing the list of the consumer motivation which would reflect all kinds of motives