The rationale for staging festivals and extent of market orientation among festival organizers

Abstract

The objectives of this thesis study were to: (1) develop a standardized instrument which would identify the range of rationales that communities have for sponsoring a festival; (2) identify salient characteristics which would explain differences in rationales; (3) develop a standardized instrument which would identify the level of market orientation among festival organizers; and (4) identify salient characteristics which would explain differences in levels of market orientation. The sample consisted of 291 festival organizers who completed a mail survey instrument. In addressing the first and second objectives, a comprehensive set of rationales was developed from a review of related literature and a series of three focus group interviews. After pre-testing, a total of 32 multiple-item statements for organizing festival were identified and included on the questionnaire. A factor analysis procedure generally confirmed a priori assignments in suggesting ten rationale domains: tourism. culture, education, internal revenues, external revenues, community spirit/pride, recreation/socialization, family, natural resources, and agriculture. Several relationships between the importance of individual rationales and selected characteristics of respondents' festivals were found to be significant. In addressing the third and fourth objectives, a review of related literature and focus group interviews led to the development of 27 items measuring dimensions of extent of market orientation. Responses to these items were factor analyzed and subjected to a series of decision rules. As a result of these procedures, 17 items were retained and were assigned into three domains reflecting different aspects of market orientation. They were: visitor orientation, pre-experience assessment, post-experience evaluation. Several hypothesized relationships between extent of market orientation and selected characteristics of respondents' festivals were found to be significant.