Motivational differences between international and Scottish students attending music events in Edinburgh

Motivational research is a crucial part of designing successful events. A better understanding of the factors influencing motivation is still lacking in existing studies. A gap in the literature was found in relation to motivational differences between nationalities in terms of events. This gap led to the hypothesis that there are motivational differences between nationalities. The aim of this research is to distinguish the main motivations between Scottish and international students for attending music events in Edinburgh with insights into how and why they differ. The research took a quantitative approach, as it was hypothesis testing with a small sample of a large population. The research was conducted with the use of an online survey and a total number of 72 responses was collected. The results of the study found links with previous research on what motivates people to go to events, and other frameworks such as Generation Y or push and pull theory. The main finding of this research was that international students said that price was the most important influencer of event attendance, while Scottish students identified companions as the most important. The similarities of the study were that Scottish and international students as a whole considered the music as the main factor to attend music events. Finally, both student groups said that 'included entertainment' factors were least important. The study concludes by making recommendations for further research.ba_eveunpub1728_ethesesunpu