Travel motives of visitors attending Oppikoppi Music Festival

Oppikoppi Music Festival is a festival with a difference: its theme is primarily rock music marketed predominantly to students. The researchers sought to determine the travel motives of visitors to this Festival by means of a questionnaire survey (N=261). After data capturing was completed, a factor analysis was conducted. The latter revealed six factors, namely “group togetherness”, “escape”, “cultural exploration”, “event novelty/regression”, “unexpectedness” and “known group socialisation”. The research confirmed “group togetherness” as the main motive but also reveals a newmotive, namely “unexpectedness”. The research also confirms that different festivals feed off different motives. The results are useful to the event manager and marketers in developing their marketing strategy.