Date of Award

2020

Document Type

Master Thesis

Degree Name

Master of Arts (Research)

Department

Irish Academy of Hospitality & Tourism

First Advisor

Feargus Dunne

Second Advisor

Sheila O' Mahony

Abstract

The current study explores the motivations and behaviours of Generation Z festival-goers in Ireland. The goal of this research is to identify the motivations and behaviours of Generation Z festival-goers in Ireland. Generation Z comprises those who were born between the years of 1995 and 2009 (e.g., Goh and Lee, 2018). This area is largely under-researched, especially in Ireland. This study investigated early Generation Z, those aged between 18 and 23 years old at the time of the present study. A mixed method approach was utilised in the current study. A sample of early Generation Z festival-goers (n=131) completed an online self-administered survey which measured a number of variables related to the motivations and behaviours of this sample, in relation to festivals. Qualitative interviews were subsequently carried out with three industry leaders in the festival industry and tourism sector in Ireland to gain a deeper insight into the topic. The quantitative data analysis, which incorporated Structural Equation Modelling (SEM), revealed a number of novel findings and statistically significant relationships. External Socialisation was found to have a direct effect on Flow which was medium in size. Event Anticipation was also found to have a direct effect on Flow which was medium in size. Flow was found to mediate the positive relationship between External Socialisation and Attendance. Flow was also found to mediate the positive relationship between Event Attractions and Attendance. The qualitative data contributed to supporting a number of this study’s findings but similarly, provided insight and facilitated the emergence of findings independent of the quantitative findings. For example, findings relating to Generation Z’s behaviour, and relating to how to cater for this generation, in the context of festivals, emerged from the qualitative data. This research study aimed to decipher the motivations and behaviours of the cohort, in order to try to identify their wants and ensure the continued success of the festival industry in Ireland. The current study has identified a number of findings which will add to the body of existing knowledge in the field of festival motivation research, and there are several practical findings which will be of use to those operating in the festival industry. Included here is the importance of the integration of various aspects of the festival content which are un-related to headline acts. In addition, as this study was exploratory, a number of avenues for further research have been identified and it would be worthwhile to explore these as Generation Z continue to graduate into adulthood and become financially independent festival-goers.

Access Level

info:eu-repo/semantics/openAccess

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