Festivals and special events

Benefits and motivations of attending a multicultural festival

Problem Definition

Background information

Festivals and special events (e.g., aboriginal cultural festival, ethnic community festival) are not only emerging as one of the fastest growing types of tourism attractions, but also understood as one of the most common forms of cultural celebrations. They are an important expression of human activity that contributes to our social and cultural life. Similar to Canada and the U.S., Australia is a multicultural country where there are numerous residing ethnic groups and populations and where cultural diversity and social harmony and integration among the different ethnic groups are respected and promoted. For this important reason, state governments and regional and local councils need to realise the market potential of such ethnic cultural and multicultural festivals in their tourism promotion, given the fact that they provide an opportunity for the outside people to experience unique and authentic culture of diverse ethnic groups within a limited time frame.

To understand what benefits such ethnic cultural and multicultural festivals generate and what motivates people to attend these festivals, the local government in Canberra conducted a research project at their National Multicultural Festival. This research aims to identify how to further promote the National Multicultural Festival and to make it more appealing for a wider audience range.

Management Problem

How to promote benefits of multicultural festival and encourage a wider audience to attend it in the future?

Research Statement

To investigate what motivates audience to attend multicultural festivals in Australia


  1. To understand demographic profiles of multicultural festival goers in Australia
  2. To examine previous attending experience of multicultural festival goers in Australia
  3. To investigate motivations of multicultural festival attendants in Australia
  4. To examine future revisit intention of multicultural festival goers in Australia

Measurement Instrument

Research objectives Question Label Level of data Analysis technique
1. To understand demographic profiles of multicultural festival goers Q1 Gender Nominal Frequency – count and percentage
Q2 Age Ordinal Frequency – count and percentage
Q3 Highest education level Ordinal Frequency – count and percentage
Q4 Occupation Nominal Frequency – count and percentage
Q5 Personal income Ordinal Frequency – count and percentage
Q6 Bone in Australia Nominal Frequency – count and percentage
3. To investigate motivations of multicultural festival attendants Q11 Why do you come to this multicultural festival? Interval Frequency – mean and SD
Test Q11 against Q1 Gender: Independent sample t-test Test Q11 against Q5: ANOVA

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