Visitor experience and special events : a comparative analysis of special event tourism in the South Island

Abstract

This thesis documents research undertaken to explore the nature of the visitor experience at a variety of special events. The research utilised a comparative framework to analyse similarities and differences across four events: The Marlborough Wine and Food Festival, the Hokitika Wildfoods Festival, Warbirds Over Wanaka (an airshow) and the New Zealand Gold Guitar Awards (a country music festival). The aims of the research were fivefold: to investigate the profile characteristics of the New Zealand special event visitor population by examining samples drawn from four different special events; to examine whether the profile characteristics are similar to, or different from those in the general literature concerning special event visitors; to increase our understanding of special event visitors' information gathering and decision processes; to examine special event motivation; and finally, to examine special event visitor satisfaction. Data for the most part were collected by way of a questionnaire survey. A combined total of 1,296 questionnaires were completed. Personal observation techniques were also utilised. The questionnaires were analysed using various statistical techniques. Nominal data were analysed using Chi-square tests and simple descriptive statistics, while Principal Components Analysis was used to delineate the underlying dimensions of event motivation behaviour. The relationship between motivation and satisfaction was explored through multiple regression analyses. Significant differences occurred in the profile characteristics of visitors. This finding was consistent with existing literature. Special events were found to be a powerful influence on the decision to travel. It was also found, that while people were definitely motivated to attend different events for different reasons, some motivations persisted regardless of event type. In all cases, the seeking motivation appeared to dominate. For the most part, visitors were extremely satisfied with their special event experience, rating their overall enjoyment of it as either excellent, or almost excellent. A weak relationship at all times was found between motivation and satisfaction. Roughly uniform scores for satisfaction were thought to account for this. Ideas for future research as well as the practical implications of the results are presented throughout the thesis.