The Significance of Event Tourism for Finnish Music Festivals
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School of Business |
Bachelor's thesis
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Authors
Date
2022
Department
Major/Subject
Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
45 + 21
Series
Abstract
Objectives The main objectives of this study were to investigate event tourism marketing for Finnish music festivals. The research aimed to determine marketing principles and practices that music festival organizers use to attract tourist participants and to explore tourists’ expectations and motives to attend these events. Summary To examine the use of event tourism marketing for Finnish music festivals, this research employed an exploratory, descriptive approach. Literature related to the concept of event tourism and attendee motivations was reviewed and from that, a conceptual framework was developed. To test the hypotheses resulting from the literature review, this research used a combination of qualitative and quantitative methods to collect data. An analysis of the data from three interviews of managers involved with festival marketing and a survey of prospective festival attendees led to conclusions as well as managerial and academic recommendations. Conclusions This study indicated that Finnish music festivals do use and attract international tourists in addition to domestic tourists, but the number of foreign customers is much smaller. Music festivals do benefit from event tourism marketing and have potential to even increase its significance. The advantages of Finnish music festivals found in the research are the outstanding festival programs, unique locations, intimate atmospheres, and professional organizing. These characteristics attract tourists and increase the word-of-mouth message of the festivals spreading worldwide. Spending time with friends and the festival program proved out to be the most important motivators for participants. The challenges Finland faces as an event organizer country are the geographical location, low budgets, and relatively small audiences.Description
Thesis advisor
Fodness, DaleKeywords
event tourism, music festival, event marketing, event attendee motivations, festival tourism, event organiser, tourism