The Role of Personal Values in Determining Tourist Motivations: An Application to the Winnipeg Fringe Theatre Festival, a Cultural Special Event

Abstract

While research surrounding festivals and special events has examined concepts of individuals' personal values and motivations for attending, studies focusing on both are lacking. Using the Winnipeg Fringe Theatre Festival in Manitoba, Canada as the context, the purpose of this article is to examine the relationship between personal values and motivations for attending the festival. More specifically the work had two primary research questions: First, what are the dominant tourist values and tourist motivations for visitors to the Winnipeg Fringe Festival? Second, what is the relationship between visitors' values and their motivations for attending the festival? Treating the top five motivation items as separate dependent variables, a series of stepwise regression analyses were conducted. The nine personal value items explained at most, 13% of the variance in the five motivation items. Belonging explained the most variance across the five regression analyses. Implications for the festival as well as future research endeavors are highlighted.