An investigation into the motivations of attendees to superclubs in Ibiza and how these might differ by market segmentation.

This research aims to identify the motivations of attendees to the superclubs in Ibiza. Whilst tourism motivations have been researched in great detail (see for example, Iso-Ahola, 1982; Uysal and Jurowski, 1994; Baloglu and Uysal, 1996), there is a lack of literature which focuses on the motivations of individuals travelling to Ibiza, but more specifically the motivations of those attending the superclubs in Ibiza. This research also seeks to evaluate whether these motivations differ according to market segmentation of event attendees. Despite the fact that there is a body of academic literature which focuses on identifying what motivates individuals to attend music festivals (Bowen and Daniels, 2005; Gelder and Robinson, 2009), there is limited literature concerning whether differences in these motivations exist according to various demographic characteristics. Identification of such motivations is considered important so that event organisers can best design their event to ensure that they are meeting the various expectations of their attendees to certify the long term success of their event. For the purpose of this research, a quantitative methodology was adopted. An online questionnaire was distributed, via social media, to respondents who had visited Ibiza in the past to ascertain information relating to their motives to travel to Ibiza; motivations to attend the superclubs; and gather information relating to their various demographic characteristics. A review of the extant academic literature revealed the importance of motivations in terms of push and pull factors. Crompton (1979) describes push factors as internal and intrinsic, and pull factors as the features of a destination that arouse the desire for travel. Results from the questionnaire found that the most important motivating factor for individuals visiting the superclubs was to escape from their everyday lives,and the music lineup which drew them to visit the superclub. The main findings also indicated that differing views on motivating factors for going to Ibiza and the superclubs varied by demographic characteristics of respondents. The findings included that a higher proportion of male respondents (43.7%) visit Ibiza to escape everyday life, compared to 19.6% of female respondents. The most common reason for female respondents to visit Ibiza was to visit the superclubs (34.6%) whereas only 23.7% of males said this.ba_eveunpub2664_ethesesunpu