The first research studies that examined the motivations to visit a music
festival were documented in 1996. Formica and Uysal (1996) segmented the
visitors of the Umbria Jazz Festival in Italy in terms of their place of origin,
specifically living in the Umbria region or out of the Umbria region. The
researchers compared these segments based on attendance motivations and
socio-demographic characteristics. They used factor analysis of 23 motivation
items that were adopted from an earlier study on event motivation by Uysal,
Gahan, and Martin (1993). They categorized five main motivational dimensions:
excitement and thrills; socialization; entertainment; event novelty, and
family togetherness.