Thrane’ (2002) study of the Kongsberg Jazz Festival, Norway, concentrated
on the relationship between the jazz music, the specific interests of
the patrons, and their festival expenditure. Thrane (2002) noted that; “This
study is limited in the sense that it focuses on how one particular motive for
attending a festival [the interest in jazz music] affects personal expenditures”
(p. 281). He found that a strong interest in jazz music was the most important
motive for visitors attending the festival. In addition, those who spent more
money on admission fees to concerts and other music arrangements were
those who considered the musical motive to be of lesser importance. While
this finding was tempered by socio-demographic characteristics, he concluded
that patrons who could be classified as “big spenders” were clearly
more likely to have been motivated by a strong interest in jazz music.