Most of the previous studies on the motivations for attending festivals
have employed a similar research design and methodology, where the motivational
items were listed, and respondents were asked to indicate the
importance of each item to their decision to attend the particular festival
(mainly utilizing a five-point Likert scale). The results were factor-analyzed
into several different dimensions, and statistical tools were then used to
identify the relationships between the different motivation dimensions and
selected socio-demographic variables and/or satisfaction levels (Li & Petrick,
2006). Nicholson and Pearce (2001) used a more systematic and comprehensive
approach in an analysis of event and festival motivations. Their study
differed by making use of an open-ended question and two event-specific
factors in the motivation item list.