The Effect of Music Festival Tourism on the Image and Community of Budapest - Gergö Jeles

Bachelor Degree Programme "Innovation and Management in Tourism" University of Applied Sciences Salzburg

THE EFFECT OF MUSIC FESTIVAL TOURISM ON THE IMAGE AND

COMMUNITY OF BUDAPEST

BACHELOR THESIS 1 SUBMITTED TO THE UOAS SALZBURG IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE DEGREE OF

"BACHELOR OF ARTS IN BUSINESS"

Author: Gergö Jeles

Student number: 1210430067

Date: 20.05.2016

Supervisor: Mag. Gerfried Fleckl

UoAS Salzburg, Bachelor Programme IMT | Gergö Jeles

I. Table of contents

The Effect of Music Festival Tourism on the Image and Community of Budapest ........ 1Bachelor Thesis 1 submitted to the UoAS Salzburg in Partial Fulfilment of the

Requirements for the Degree of "Bachelor of Arts in Business" ........................ 1I. Table of contents ....................................................................................... III. List of abbreviations ................................................................................. IIIIII. List of illustrations ................................................................................... IVIV. List of tables ............................................................................................ VV. Abstract ................................................................................................ VII1. Introduction ............................................................................................. 12. Festival tourism ........................................................................................ 3

2.1 Festival Characteristics ...................................................................... 42.2 Festival tourism funds in Hungary ....................................................... 5

3. Tourist destination image formation ............................................................ 73.1 The impact of events and festivals on the city image ............................. 83.2 The positive and negative effects of festivals on a destination ................ 10

4. Music festival tourists’ motivators .............................................................. 155. Festival Attendees and their loyalty ............................................................ 206. Key stakeholders of festivals ..................................................................... 22

6.1 The festival host organization ............................................................ 236.2 The host community ......................................................................... 236.3 Sponsors ........................................................................................ 246.4 Media ............................................................................................. 246.5 Co-workers ..................................................................................... 256.6 Participants and audience ................................................................. 25

7. The city of Budapest ................................................................................ 268. Sziget .................................................................................................... 27

8.1 Facts about Sziget in 2015 ................................................................ 288.2 Facts about Sziget in 2014 ................................................................ 29

9. CAFe Budapest Contemporary Arts festival .................................................. 309.1 Facts about café Budapest Contemporary Arts Festival .......................... 30

10. Conclusion .............................................................................................. 32The Effect of Music Festival Tourism on the Image and the Community of Budapest . 33Bachelor Thesis 2 submitted to the UoAS Salzburg in Partial Fulfilment of the

Requirements for the Degree of "Bachelor of Arts in Business" ....................... 33Part II: Bachelor Thesis 2 ................................................................................. 3411. The Empirical Research ............................................................................ 3512. Starting Position and Objectives ................................................................ 39

12.1 Hypotheses ..................................................................................... 3913. Research Strategy ................................................................................... 42

13.1 Quantitative Research ...................................................................... 42


13.2 Strengths of Using Quantitative Methods ............................................. 4413.3 Weaknesses of Using Quantitative Methods ......................................... 44

14. Research methodology ............................................................................. 4614.1 Data Collection - Online research ....................................................... 46

14.1.1 Sample generation from an online community ...................................... 4714.1.2 Choosing the samples ....................................................................... 48

14.2 Validity and Reliability ...................................................................... 4915. Questionnaire Design ............................................................................... 5016. Presentation of Findings and Data Analysis .................................................. 51

16.1 Demographic findings ....................................................................... 5116.2 Questions about Budapest ................................................................. 5516.3 Questions about Sziget Festival ......................................................... 5816.4 Questions about Café Budapest Festival .............................................. 65

17. Interpretation of Hypotheses ..................................................................... 7217.1 Research question 1 ......................................................................... 7217.2 Research question 2 ......................................................................... 7317.3 Research question 3 ......................................................................... 7317.4 Research question 4 ......................................................................... 7417.5 Research question 5 ......................................................................... 75

18. Conclusion .............................................................................................. 7718.1 Implications of the study ................................................................... 7718.2 Limitations and recommendations for further research .......................... 78

VI. List of references ..................................................................................... 80VII. Appendix ................................................................................................ 90


II. List of abbreviations

WTO World Trade Organization

UNWTO United Nations World Tourism Organization

CAFe Budapest Contemporary Arts Festival

Sziget Budapest Sziget Festival

PR Public Relations

HUF Hungarian Forint


III. List of illustrations

Fig. 1: The main characteristics of a festival ............................................................................................................ 4

Fig. 2: Needs, motives and benefits offered by events ........................................................................................ 18

Fig. 3: The relationship of stakeholders to events ................................................................................................ 22

Fig. 4: Sziget logo ....................................................................................................................................................... 27

Fig. 5: Hajogyari Island ............................................................................................................................................. 27

Fig. 6: CAFe Budapest Contemporary Arts Festival logo ................................................................................... 30

Fig. 7: Empirical Procedure ...................................................................................................................................... 36

Fig. 8: Types of Hypothesis ...................................................................................................................................... 40


IV. List of tables

Tab. 1: The impacts of events .................................................................................................................................. 13

Tab. 2: Approaches to event impact assessment .................................................................................................. 14

Tab. 3: Decision making process (manifestation visitors) - PIECE .................................................................. 19

Tab. 4: Age of participants ....................................................................................................................................... 52

Tab. 5: Gender of participants ................................................................................................................................. 52

Tab. 6: Nationality of the perticipants .................................................................................................................... 53

Tab. 7: Highest completed level of education of the participants ...................................................................... 53

Tab. 8: Current marital status of the participants ................................................................................................. 54

Tab. 9: Description of the participants area where they live in .......................................................................... 54

Tab. 10: Description of the primarily area of employment of the participants ............................................... 55

Tab. 11: Responses regarding visiting Budapest ................................................................................................... 56

Tab. 12: Most common information that came to the respondents’ mind ...................................................... 56

Tab. 13: Respondents´ general perception about Budapest ................................................................................ 57

Tab. 14: Respondents´ main purpose to travel to Budapest ............................................................................... 57

Tab. 15: Responses regarding visiting Sziget Festival .......................................................................................... 58

Tab. 16: The number of visits among the respondents who have been to Sziget Festival ............................ 59

Tab. 17: The number of respondents who went alone or in company to Sziget Festival .............................. 59

Tab. 18: Most frequently mentioned visit purpose among respondents, who have visited Sziget Festival . 60

Tab. 19: Responses regarding the visitors´ quality of services, hygiene and security satisfaction of Sziget Festival ................................................................................................................................................................ 60

Tab. 20: Positive responses regarding the Sziget Festival´s ability to affect the image of Budapest ............ 61

Tab. 21: Negative responses regarding the Sziget Festival´s ability to affect the image of Budapest .......... 62

Tab. 22: Respondents´ general evaluation of Sziget Festival .............................................................................. 63

Tab. 23: Responses regarding the Sziget Festival´s ability to boost the image of Budapest .......................... 64

Tab. 24: Responses regarding the Sziget Festival could best represent the image of Budapest considering other Hungarian festivals ................................................................................................................................. 65

Tab. 25: Respondents suggestions regarding the Sziget Festival´s improvement to boost the city image of Budapest ............................................................................................................................................................. 65

Tab. 26: Responses regarding visiting Budapest Cafe Festival ........................................................................... 66

Tab. 27: The number of visits among the respondents who have been to Budapest Cafe Festival ............. 66

Tab. 28: The number of respondents who went alone or in company to Budapest Café Festival ............... 67


Tab. 29: Most frequently mentioned visit purpose among respondents, who have visited Budapest Café Festival ................................................................................................................................................................ 67

Tab. 30: Responses regarding the visitors´ quality of services, hygiene and security satisfaction of Budapest Café Festival ..................................................................................................................................... 68

Tab. 31: Positive responses regarding the Budapest Cafe Festival´s ability to affect the image of Budapest ............................................................................................................................................................................. 69

Tab. 32: Respondents´ general evaluation of Budapest Cafe Festival ............................................................... 69

Tab. 33: Responses regarding the Budapest Cafe Festival´s ability to boost the image of Budapest ........... 70

Tab. 34: Responses regarding the Budapest Cafe Festival could best represent the image of Budapest considering other Hungarian festivals ........................................................................................................... 71

Tab. 35: Respondents suggestions regarding the Budapest Cafe Festival´s improvement to boost the city image of Budapest ............................................................................................................................................ 71

Tab. 36: Comparison between the average perceptions of those people who visited Sziget Festival, and those who did not ............................................................................................................................................. 72

Tab. 37: Comparison between the average perceptions of those local Budapest residents who visited Sziget Festival, and those who did not .......................................................................................................... 73

Tab. 38: Comparison between the average perceptions of those people who visited Budapest Cafe Festival, and those who did not ...................................................................................................................... 74

Tab. 39: Comparison between the average perceptions of those local Budapest residents who visited Budapest Cafe Festival, and those who did not ........................................................................................... 74

Tab. 40: The main target audience of Budapest with ........................................................................................... 75


V. Abstract

Tourism is an important sector that contributes to the economic-growth of Hungary. Though, Hungary has great possibilities in tourism, it is focused only on a couple of places in the country at this time, particularly in the capital, Budapest. Tourism has around 10% share in Hungary´s GDP production, the greater part of it is generated in the capital. Furthermore, few places are truly known by foreign tourists and that is why it is hard to attract tourists to visit other destinations. The aim of the paper is to ana-lyse the Hungarian festival tourism.

Additionally, tourism produces social advantages for the host community in a way of small and medium-sized enterprises development, creation of workplaces, improved in-frastructures. This paper concentrates on the festival tourism sector and its effects on the economy, environment, politics and the socio-cultural being of the host community. Moreover, the affecting part of music festival tourism on the destination image for-mation. This thesis proves that festival tourism induces destination image, but it can be in a positive and negative way, as well. In the recent years, the number of cities that are organizing festivals in order to attract visitors is increasing. Some festivals are even fully financed by the government, in order to shape the image of the city. The main ob-jective of the paper is to offer a practical study of the positive and negative impacts of music festivals in terms of political, economical and environmental. To achieve this goal Sziget festival and Budapest Contemporary Arts Festival will be utilized as case studies in the case of Budapest as a destination.

The outcomes of the study show the fact that event tourism can be utilized by host groups as a tool for destination improvement and branding, it can likewise convey nega-tive effects to the group if not appropriately planned and organized. A general conclu-sion is that events influence host groups mostly by building a destination image and by community commitment. The research also gives an answer for in what extent does these music festivals affect the general perceptions that the visitors and non-visitors have about Budapest.

Keywords: Budapest, Budapest festival tourism, destination image, brand image

UoAS Salzburg, Bachelor Programme IMT | Gergö Jeles 1

1. Introduction A music festival is a sort of art or cultural festival that frequently has a theme accord-ing to a certain music genre. Generally, as there are different music classifications, there are diverse sorts of music festivals, for example, classical, jazz, opera, pop or folk. Various music festivals are held in different countries, all over the world consist-ently. “Unlike concerts, where individuals are generally drawn to hear and view a live performance of a specific artist, music festivals often involve a myriad of talent and may or may not follow a particular genre” (Bowen, 2005, p. 155). Festivals are consid-ered as tools in marketing and destination image creation. They are vital subject on the base assortment of tourism research. (Gartner and Holecek, 1983; Getz and Fris-by, 1988; Uysal and Gitelson 1994). Ray (2003) showed that, the festivals have serious effect on the advancement of cultural tourism to the host groups. The festival coordi-nators are currently utilizing the historical and cultural themes to build up the yearly occasions, to pull in guests and to make cultural image in the host communities by holding celebrations. Local society has a crucial role with their way of life and person-ality in development of tourism through celebrations. Correspondingly, researchers (Hall, 2001; Raj, 2003; Inkei, 2005) claimed that, events and festivals assume indis-pensable part on social personality of local society, and have a major potential to pro-duce cultural profundity and prosperity when they take into account out-of-region grants, or sponsorships (Getz, 1997).

The main objective of the thesis is to offer a comprehensive and practical study of the impacts of music festivals and events upon a city´s image. To achieve this goal, Sziget Festival and the Budapest Cafe Budapest Contemporary Arts Festival have been se-lected as case studies. In 2015, Sziget won the prize of one of the best major festivals in Europe by the European Festival Awards (Sziget, 2015). With the analysis of these festivals, the effects on the image of Budapest will be evaluated.

These events will be analysed regarding their efficiency as a tool to attract and pro-mote tourism in the destination, and their effect on inbound tourism of the country by conducting a comprehensive analysis of case studies and personal interviews.

Events and festivals have an important role in a city´s life. There were many changes in the last decades of world economy. One of the most important of them is the in-creasing competition (Chika ́n, 2006). More and more cities organise festivals in every year, which creates an increasing competition between them. There has been a mas-sive improvement in the festival industry, that the literature explains with the in-creasing amount of people who are looking for active holidays, for instance not for re-laxation but for new experiences, mostly cultural experiences (Getz, 2012).


The tourism industry of Budapest is making profit out of national and international tourists who are visiting the music festivals. International tourists are extremely im-portant because they may return later to explore the other parts of the country as well. However, these music festivals´ target groups differ from each other, therefore presumably they have different consumer behaviour.

The research aims at providing an innovative theoretical and practical overview on the relationship between festivals and events on one hand and the city image on the other. The main objective of the research is to find out in which ways the festivals and events influence the city image of Budapest and in particular how music festival tour-ism affects the image of Budapest. This study will provide useful information by add-ing to the existing literature for both academics and practitioners.

The thesis intends to highlight the role of music festival tourism in the case of Buda-pest, by providing a case study for two music festivals with different target groups. It will also try to increase the knowledge about these festivals’ different target groups and their visitors’ consumer behaviour. Moreover, it will analyse their perception about the city by shaped by the events they visited. Furthermore, it intends to provide useful information about the tourists´ opinion about the city from the point of view of the Destination Management Organization.


2. Festival tourism In order to make the further analysis understandable, the terms and the different kinds of festival tourism will be discussed. Financial supports by the government are crucial in the festival business. The following paragraphs will give a short view on these subsidizations that happened in the last years.

Hungarian Festival Association (2009) defines festival as:

Festival is an event, whose aim is to provide joint entertaining or leisure-time experience of high quality for the audience, focusing on one or more topics, be-ing organized regularly at one or more scenes, with cultural, art, gastronomi-cal, sport or other programs.

Similarly, to the international trends, the festivals are getting more prominent in Hungary. The events and festivals that emphasis on one theme are common in Hun-gary, and their success is presented in the increasing number of visitors. The different events like art, gastronomic sport and music festivals are organized on almost each day of the year. Music festival is important at national and international level, as well since numerous young people visit the Sziget Festival every year (Lele, 2008).

Today´s festival tourism is deeply influenced by the traditions of festivals visits formed in the last two decades. It is challenging not to be mixed up in the rundown of festivals, since one is following the other, particularly in the summer season. Festivals can be categorized based on different variables. By the term, we can recognize one-day celebrations, celebrations of a few-days, one-week or even a few month celebrations. According to attraction zone, it can be local, regional, national and international can be recognized. Tourism specialists say that the events that can be reached by a travel of minimum 60 kms and at least one-night stay are crucial from touristic perspective. Another key point is the frequency of the festivals. There are two kinds of events, the single and the periodical (Getz, 1991). Periodical events have significant brand-development impacts, and the thesis will concentrate on these type of festivals.


2.1 Festival Characteristics This chapter describes the different characteristics that a festival has. The following terms need to be clarified in order to have a proper understanding considering the following parts of the thesis. This list is based on a research that Getz constructed in his Festivals, Special Events and Tourism book.

Fig. 1: The main characteristics of a festival Source: Getz (1991, p. 326)

Getz describes twelve different festival characteristics. The first one is the festival spirit that stands for the different values that the event reflect. Satisfaction of basic needs is also an important factor. These needs can be physical, interpersonal, social and psychological needs. Every festival has to be unique if they want to be sustainably successful. This means that they need to have diverse programs and they ought to have a distinctive image, promotions, location and an appropriate variety of food and beverages. In the end, the visitor should gather an experience from the event that is

FestivalCharacteristics

FestivalspiritSatisfactionofbasicneeds

Uniqueness

Authenticity

Tradition

Flexibility

Hospitality

Tangibility

Theming

Symbolism

Affordability

Convenience


outside the normal ones. Authenticity is a crucial factor of each events. In order to make an event authentic, the participation of hosts, staff, performers and suppliers. Traditions are important and it connects to the authenticity, as well. These are closely associated with the community’s habits and traditions. Events needs to be flexible. They are normally organized with minimal infrastructure. In the changing markets, they need to be adaptable, therefore they need to prove an umbrella with different variety of activities. Hospitality stands for the motivation of host community to partic-ipate on an event. The paper will discuss the different effects that a host community has to face with during an event. The tangibility aspect of a festival stands for the experience that a visitor can have during the connection with a festival’s location and host community. Theming makes the festival really unique. It can be physical mani-festation of features such as tradition, authenticity and festival spirit. Symbolism is when the parts of a production can relate to cultural values, political or economic ob-jects. Affordability is another factor that is crucial for both the organizers and the vis-itors. This means that the event can provide affordable leisure activities, social and cultural experiences. Last but not least, the convenience, what is about the access to leisure and social opportunities and activities (Getz, 1991 p.326)

The next section will describe the different financial activities that happened in the last years in the festival industry in Hungary. This part of the thesis will highlight the importance of this tourism activity, with the data that is collected about the vari-ous financial funds by the government.

2.2 Festival tourism funds in Hungary Festival tourism got high priority in the Cultural Tourism Strategy of the Ministry of Education and Culture, as well. The strategy concentrates on the vital social occasions (Cultural Capital of Europe, Hungarian Town of Culture and other important exhibi-tions and international seasons), and at the same time numerous festivals were sup-ported by the Ministry of Municipalities in the setting of National Cultural Fund. The affirmation of celebrations is reflected by the way that the ministries concerned sup-ported the occasions with billions of Forints (40 occasions got HUF 300 million in 2007, while 45 occasions got HUF 400 million in 2008 (Mányai, 2009). Additioanally, smaller events had the chance to get HUF 800 million through regional projects in 2008. In 2009, the public project fund was HUF 700 million, from which 63 festivals could get support. HUF 100 million was accessible for gastronomic events with cul-tural goals. Festival tourism is additionally incorporated into the complemented tour-istic investments of the New Hungary Development Plan: the celebration venue in Tokaj got a financial support of more than HUF 2 billion (Mányai, 2009).


As stated by the Travel and Tourism Competitiveness Index (TTCI), European na-tions are major ones among the most competitive countries considering the touristic aspects. 139 countries were listed in 2011 on the touristic competitiveness rank. Hun-gary was the 38th in 2011 (Turizmus Panora ́ma Bulletin, 2011).

In 2004 when Hungary joined the European Union, the number of foreign tourists visiting Hungary was expanding gradually. About 34 million individuals went to Hungary in 2004, which increased to nearly 41 million by 2009. The number of indi-viduals going for festivals has expanded significantly. At present, there are 3,000 do-mestic festivals listed. Now, around 33% of the Hungarian population is "festival fan". The most famous ones are the gastronomic and pop music celebrations. A large por-tion of the Hungarian individuals (9 out of 10) know no less than one Hungarian cele-bration. As much as 68.5% of the Hungarians arranged going to celebrations in the Year of Festivals. Aggregate of 65.1% of the Hungarians partook in no less than one celebration between January 2007 and March 2010.

This part of the paper highlighted the fact that, festival tourism is an important way to promote the destination in Hungary. The Ministry of Education and Culture, there-fore give funds to these event coordinators, in order to boost the tourism in the area. These events are quite important for the host communities, as well due to job crea-tion. This kind if advantage is discussed in a more accurate and detailed way. The next chapter discusses the image formation that a destination can have.


3. Tourist destination image formation The previous sections of the paper have already discussed why festival tourism is im-portant in Hungary, and how does it attract the tourists to visit the country. Festival tourism has a crucial role in the destination image formation. The following chapters will discuss how a destination image is created. Moreover, it will highlight the fact that the consumers play an important role in how the image is perceived. In the fol-lowing part, where the impact of events on the destination image will be discussed, the paper will give a more detailed overview of how these events are taking part in the image formation.

The perceived image that the tourists have about a certain destination plays a crucial the in their selection process. The image that the tourists have about a tourist desti-nation is ultimately influencing the final choice or behavioural intention (Chen and Tsai, 2007), therefore it needs to be observed and analysed in order to fully under-stand their demands and needs. Lawson and Baud Bovy explains the destination im-age as, the expression of all objective knowledge, impressions, prejudices, imagina-tions, and emotions that an individual or group about a particular location might have. (Lawson and Baud Bovy, 1977). Other writers describe the image as a summary of all beliefs, ideas and impressions that people ally with a destination (Crompton, 1979; Kotler, Haider and Rein, 1994).

Valls (1992) created a definition from the consumer´s point of view, defining the coun-try´s image as a sum of consumer perceptions. Bigne, Sanchez and Sanchez (2001) describe destination image as the personal interpretation of reality by the tourist. As a consequence, the image that the tourists have about a particular destination is pre-dominantly subjective, because it is based on perceptions that every tourist have about the destinations where they have been before or heard of (San Martín and Ro-driguez, 2008).

In any case, the most recent guidance for Tourism Marketing acknowledged that the improvement of the image of a tourist destination depends on the purchaser's ration-ality and emotionality, and the consequence of the blend of the two primary elements (Moutinho, 1987, Gartner, 1993; Baloglu and Brinberg, 1997; Walmsley and Young, 1998; Baloglu and McCleary, 1999a, 1999b; Dobni and Zinkhan, 1990; Lin, Duarte, Kerstetter and Hou, 2007) The first one is the perceptual and cognitive when there is a priority of the significance and value given to every characteristics of tourist desti-nations. To put it another way, the destination image is assessed by the characteris-tics of its resources and attractions (Stabler, 1995) which inspire tourists to visit that destination (Alhemoud and Armstrong, 1996, Schneider and Sönmez, 1999; Gallarza, Saura and Garcia, 2002; Beerli and Martin, 2004; Govers and Go, 2005). The second is the affective element, which means that, alluding to sentiments and feelings raised by


tourist destinations (Keller, 1993; Rial et al., 2000; Rial Garcia and Varela, 2008). This emotional part is firmly influenced by the inspirations of tourists (Beerli and Martin, 2004).

It is also substantial to mention that the cognitive component of the image considera-bly affects the affective component (Holdbrook, 1978, Russell and Pratt, 1980; Anand, Holbrook and Stephens, 1988, Stern and Krakover, 1993, Lin et al. 2007; Ryan and Cave, 2007). This socio-demographic attributes of tourists likewise largely affect the cognitive and affective assessment of the whole image (Beerli & Martín, 2004).

Along these lines, the general image of the destination is a blend of cognitive and af-fective elements (Mazursky and Jacoby, 1986, Stern and Krakover, 1993), though the real experience of having been traveling at a tourist destination significantly affects the destination image from a psychological and sentimental perspective (Beerli and Martín, 2004).

3.1 The impact of events and festivals on the city image Urban communities have long used mega events, for example world fairs, expos, sport occasions as a method to improve their economy, infrastructure and to develop their image (Getz, 1991). Recent studies of city marketing and tourism have showed the growing number of events (Law, 1993; Robertson and Guerrier, 1998; Waitt, 1999, 2003; Schuster, 2001). This trend can be connected to a general growth in competition between cities for the essential stakeholders, like customers, investors and policy makers. As an effect of the raising number of integration of the global economy, more and more places are taking part in this competitive environment. Meanwhile, the in-frastructure and services are becoming more and more similar. Cities, consequently need to discover better approaches to differentiate themselves from their rivals. As Paddison (1993) points out, city marketing is frequently used to support infrastruc-tural developments. For instance, signature buildings are often included in the cities´ strategies in order to build up an image or brand, and also to have a competitive ad-vantage, frequently for a great financial expense. Paddison (1993) also underlines the relative inflexibility of such infrastructure based procedures. The high price to create such landmarks is nevertheless among the most significant reasons why occasions turned into an undeniably important aspect of inter-urban competition in these years. Occasions are adding flexibility to fixed structures, and also adds to the image value of a landmark. Hall´s research also highlights that, festivals and events have an effect on the image “hallmark events may be regarded as the image makers of modern tour-ism” (Hall, 1992, p. 155).


Events might also inspire people to visit a place more than once, and by organizing distinctive occasions, a city might profile itself in various diverse potential markets. Urban communities, therefore rival fiercely for the honour of facilitating occasions, for instance the Olympic Games, the World Cup Final or a World Expo (Hall, 1992). Ur-ban areas have ended up as stages for a consistent stream of occasions, which lead in the long run to the "festivalisation" of the city and “festival marketplaces” (Harvey, 1991). With the development of the “symbolic economy” (Lash and Urry, 1994; Zukin, 1995) and the “experience economy” (Pine and Gilmore, 1999), society has gotten to be increasingly significant as a method for consuming the city (Ritzer, 1999). In such an atmosphere, cultural occasions in particular have risen as a method for improving the picture of urban areas, adding life to city boulevards and giving the local society a pride in their home city.

This improvement of community pride and destination picture following an occasion has been alluded to as the “halo effect” (Hall, 1992), the “showcase effect” (Fredline and Faulkner, 1998) and the ‘feel- good effect’ (Allen et al., 2002). Zukin (1995, p. 268) argues that:

Culture is a euphemism for the city’s new representation as a creative force in the emerging service economy ... [and that] ...culture is the sum of a city’s amenities that enable it to compete for investment and jobs, its ‘comparative advantage’ (Zukin, 1995, p. 268).

Zukin´s perspective of “culture” as covering every services of a city shows the fact that the concept of “culture has extended to take not just “traditional”, “high” culture at-tractions for instance museums, theatres or concert venues, but also encompasses the elements of “popular” culture, like pop music and fashion (Appadurai, 1990). High culture and popular culture have turned to significant sources for the images which are used to strengthen the “brand image” of cities (Kearns and Philo, 1993).

Expanding rivalry between urban areas in a congested field of images is one of the main considerations empowering cities to accept such branding strategies, or even “hard branding” (Evans, 2003; Meurs and Verheijen, 2003) that tries to change fixed cultural capital into competitive advantage through the arranging of cultural occa-sions or the construction of cultural landmarks. As Hannigan (2003) proposes, an ef-fective brand ought to be an immediately recognizable and it should have a point of identification for consumers in a swarmed commercial place.

Marketing management requests an attentive analysis of the brand image that is broadcasted in the market. The image will have an effect on the consumer´s choice. Brand management frequently relies on a medium-long term strategy, that bases on the objective of the brand (Moutinho, 1987; García, 2002; Rial, & García Varela, 2008).


Bauerle (1983) considers brand image as a mental representation, while Costa (1987) characterizes it as a mental representation in the collective memory of a stereotype or an arrangement of properties that can affect and change buyer conduct. Both writers (Bauerle, 1983; Costa, 1987) present the idea of brand image as a mental representa-tion. Keller (1993) characterizes brand image more concisely as an arrangement of observation about a brand, i.e., the associations that the consumers have in their memories about a certain brand.

Brand image is characterized by an intense subjective part and is in this manner hard to work with. Along these lines, a standout among the most critical points for brand management is the presence of Public Relations (PR) which, as Avenarius (1993) states, turns into a tool empowering associations to work strategically with brand im-age to build up the coveted corporate image when utilized with consistent and coher-ent communication. In particular, Hunt and Grunig (1994) characterize the system of PR as the procedure of managing communication between an association and its open market.

Alluding to the procedure required by PR, Marken (1994) brings up that such connec-tions make it feasible to secure the image and notoriety of associations. In this way image and notoriety get to be basic components for business accomplishment and are not abstract, and reputation is the arrangement of values that stakeholders link to an organization depending on their observation and translation of its brand image.

This part of the thesis discussed how an event impacts a destination´s image. Moreo-ver, the importance of brand image and its affect on the consumer´s choice was also mentioned. The next part of the thesis highlights the positive and negative effects of festivals on a destination.

3.2 The positive and negative effects of festivals on a destina-tion

A lot of studies relating to art festivals affirm the effect of music festivals, this incor-porates more intense place promotion, city image improvement, tourism improve-ment, and financial development. The cultural effect of events is firmly identified with commercial tourism and is attached to the local economy and venue advancement. (Grodach & Loukaitou-Sideris, 2007; Richard & Wilson, 2004).

Arts festivals are connected to the spots they are held in. Edinburgh Festival, Cannes Festival and the Salzburger Festspiele, include the name of the city in the festival name. Prentice and Andersen (2008, p. 22) state that festival tourists may have more sophisticated images of festivals if this involves place. This connection with an area can perfect the image of the city.


Music festivals likewise add to the advancement of tourism. Felsenstein and Flesicher (2003) contend that festivals are utilized as a way to help tourism escalate across the world (2003, p. 385). As an after effect of a more intense image and more visitors, the host urban communities and groups of festivals appreciate monetary advantages that spread to different sectors, as well. Waterman (1998, p. 262) confirms that “cultural facets of festivals cannot be divorced from commercial interests of tourism, regional and local economy and place promotions”. Festivals have a number of impacts on the host city such as, economic, cultural, social, environmental and so on. These have pos-itive and negative effects on the host cities, as well. The positive stream of revenue into a destination ought not be the main variable considered while deciding the clear accomplishment of an occasion. The negative social effects of an occasion can do in-credible damage to the eventual fate of an event and its host area, and ecological ef-fects might bring the unexpected passing of an inadequately managed event or festi-val. There are numerous other positive effects that might counter negative financial effects. An event that scatter the seasonality of tourism in an area additionally evenly spread the stream of money into a destination, expanding the open doors for full-time employment. The presentation of more full-time occupations into a region creates numerous positive and negative stream on impacts in that area. Hence, these impacts are measured through the utilization of what are termed multipliers. To determine the success of a festival both sides need to be considered, however more effort tend to be put on positive effects. “It is reported that festivals contribute to the local regenera-tion and prosperity of the destination. This is because it generates new employment opportunities” (Prentice and Andersen, 2003; Smith, 2004). It also boosts the im-provement of the infrastructure. Bachleitner and Zins (1992) stated that festival tour-ism contributes to locals learning, increases the community pride, identity, and also raise the opening of small and medium sized family enterprises. Furthermore, cultur-al festivals help to establish multicultural and intercultural communication between the hosts and the guests (Sdrali and Chazapi, 2007). Falassi (1987, p. 2) defines cul-tural festival as:

A periodically recurrent, social occasion in which, through a multiplicity of forms and series of coordinated events, participate directly or indirectly and to various degree, all members of a whole community, united by ethnic, lin-guistic, religious, historical bonds, and sharing a world view.

Festivals and events are considered now as promoting tools for destinations. They are a strong contributor to the society. They also support, build and affect the city image, generate employment for artists and host community and gain the cultural diversity.

The consequence of an event may be ostensible before the occasion begins, during the occasion or after it. The impact may be felt by different sectors like stakeholders counting members, regional business and the local society. An event will influence individuals in diverse ways, therefore there may be prejudice in the distribution of


effects and advantages. Positive effects are the consequence of prosperous events. It is the obligation of the occasion´s coordinators or supervisors to attempt to keep positive effects and not the negative ones.

It is essential to consider whole outcomes to accomplish a positive effect of the occa-sion. The host group ought not overlook that the events are potentially spend money on diverse sectors such as, food and beverages, lodging, transportation and other facil-ities.

In any case, the 'triple primary concern' of social, monetary and natural objectives ought not be underrated, because government policies usually recognize them. For example, social and cultural advantages have an indispensable influence in the esti-mation of an event´s general effect. Underneath the table, the main effects of the oc-casions are examined from both positive and negative viewpoints (Allen, O ́Toole, Ha-ris & Mcdonnel 2011, p. 60).

IMPACTS OF EVENTS

POSITIVE IMPACTS NEGATIVE IMPACTS

Social and cultur-al impacts

Shared experience Community alienation

Revitalization of tradition Manipulation of community

Building of community pride Negative community image

Validation of community group

Bad behaviour

Increased community participa-tion

Substance abuse

Introduction of new and chal-lenging ideas

Social dislocation

Expansion of cultural perspec-tives

Loss of amenities

Political

International prestige Risk of event failure

Improved profile

Misallocation of funds

Promotion of investment

Lack of accountability

Social cohesion

Propaganda

Development of administrative skills

Loss of community owner-ship and control

Environmental

Showcasing the environment

Environmental damage


Tab. 1: The impacts of events Source: Adapted from Allen et al. 2010, p 61. Getz (1994) proposes that there are five distinctive methodologies that can be utilized for Event Impact Assessment. Table 2 demonstrates these different methodologies, their objectives and regularly utilized measures for their evaluation. The way to any of these strategies is to acquire exact information and data whereupon to assess the events monetary effect.

Provision of model for best prac-ticing

Pollution

Increases environmental awareness

Destruction of heritage

Infrastructural legacy

Noise disturbance

Improved transport and com-munication

Traffic congestion

Urban transformation and re-newal

Tourism and eco-nomic

Destination promotion and in-creased tourist visits

Community resistance in tourism

Extended length of stay

Loss of authenticity

Job creation

Damage of reputation

Business opportunities

Exploitation

Increased tax revenue

Opportunity costs


APPROACHES GOALS COMMONLY USED MEASURES

Break-Even or Profit/Loss

- Short term assessment of financial efficiency or solvency

- Measure direct costs and revenues to organizers Determine surplus or deficit (profit or loss)

Return on Invest-ment

- Show the benefits of grants or scholarship

- Calculate ROI for pri-vate investors or owners

- Determine the relationship be-tween grants/scholarship and lev-els of visitation or economic bene-fits Use standard ROI accounting practices

Economic Scale - Determine the economic

scale of one or more events from the destina-tion perspective

- Measure total attendance and ex-penditure of event consumers, plus organizers’ expenditures

Economic Impact - Determine the macroe-

conomic benefits to the destination area

- Estimate direct and indirect in-come and employment benefits

- Often uses multipliers or econo-metric models

Costs and Benefits

- Evaluate the costs and benefits from the per-spective of the host community and envi-ronment

- Determine the net work value of the event

- Compare tangible and intangible costs and benefits short and long-term

- Assess opportunity costs of in-vestments

- Examine the distribution of im-pacts

- Judge the net worth and accepta-bility of the event(s)

Tab. 2: Approaches to event impact assessment Source: Getz 1994

Numerous event coordinators and provincial and local tourism associations analyse or wish to analyse the economic impact or macroeconomic advantages of their events or festivals upon the destination, through evaluating the direct and secondary ad-vantages of facilitating their festivals at the destination district. This methodology frequently utilizes either business or customer surveys and also multiplier or econo-metric models.

After the description of the positive and negative effects that can have a music festi-val, moreover the different approaches that can be utilized by event conductors, the next chapter describes the various motivator factors that can boost the music festival tourists´ intention to visit an event.


4. Music festival tourists’ motivators In the last decades’ festival and event tourism became one of the quickest developing areas of the world leisure industry (Getz, 1991; Nicholson & Pearce, 2001), therefore more and more researchers analyse these sectors of the tourism. Furthermore, besides the regular topics such as economic impact, marketing strategies of mega-events, and festival management (Getz, 1999; Gnoth & Anwar, 2000; Raltson & Hamilton, 1992; Ritchie, 1984), there are more researches focusing on the motivations of the visitors. It became a fact that, motivations or the “internal factor that arouses, directs, and integrates a person’s behaviour” (Iso-Ahola 1980, cited in Crompton & McKay, 1997, p. 425), leads to better planning and marketing of festivals and events, and better segmentation of participants.

Crompton and McKay (1997) were the first who described why the analysis of the mo-tivations for festivals are so crucial. According to them, studying festival and event motivation factors is important for understanding the visitors´ decision making pro-cesses. Moreover, it is a helpful tool in the service creation process. The association between tourists´ socio-psychological necessities and festival participation motivation has given a good starting point for the studies in the topic (Crompton, 2003).

Getz (1991, p. 85) connected Maslow's frequently utilized hierarchy of human needs to tourists´ travel motivators, and the benefits that an event or festival can provide them. In this manner, Getz proposed that guests' needs and travel inspirations might be satisfied by taking part in festivals and occasions. In other words, going to festivals and events is a compelling approach to fulfil one's social-psychological requirements. Maslow´s Hierarchy of Needs involves five level of needs in hierarchical order. These needs are physiological, safety and security, social, self-esteem and self-actualization.

Maslow said that customers want to fulfil their lower level needs at first, then they seek to satisfy their upper level needs. The model acknowledged that there is some cover between the levels, since there is no need that it is ever completely fulfilled. As one climbs up on the need hierarchy, one moves far from fundamental biogenic needs to more psychogenic needs. In this procedure, the individual develops "psychologically and comes to develop more wants and to seek a greater variety of ways to satisfy par-ticular motives” (Loudon and Della Bitta 1993, p. 334). Maslow's Hierarchy of Needs gives a helpful system to observe the motivations in general, despite the fact that it has had restricted achievement in foreseeing particular behaviour (Loudon and Della Bitta 1993).

From the tourism point of view, for instance, in spite of the fact that an individual might be working at an upper level in Maslow's Hierarchy, travel choices have regu-larly been observed to be controlled by safety necessities which mirror the significance of a lower level need. This model additionally gives a helpful means for segmenting


the market, but as a consequence of the nature of motives, it is hard to test this model empirically. Once an extraordinary event coordinator has a comprehension of what motivates a group of customers to visit events and festivals, or actually what blocks others from going to, it is feasible for the coordinator to alter the events´ special offers and to guarantee the maximum fulfilment of the target segments´ demands. However, it is infrequent that organizers consider the thought motives of non-buyers or non-participants but doing as such can upgrade the comprehension of buyer or participant intentions (Ross 1994).

Another way clarify travel motivation is the harmony between "push" and "pull" fac-tors (Crompton 1979). Push factors, for example, relaxation, escape, want for sociali-zation, and respect, are inside of people and provoke them to travel. Pull factors, are those that are controlled or impacted by the destination itself. Inspiration to travel can be seen as a blend of both push and pull factors. Understanding the motivation of the visitors in connection with events and festivals is crucial in order to incredibly improve the uniqueness of the events and to create better services for the target audi-ence.

A large part of the visitors during the destination scanning process attempt to charac-terize important criteria on which to base their choices. Such criteria incorporate the way of the event itself, the venue, different attractions in the range, ticket cost, and so on. Moreover, to what degree the occasions will address their necessities. Both the internal and external pull factors are taking an important role in the decision making process.

Bowdin et al. (2006, p.194) lists the external social factors as the influence of family and home, the reference groups, the authors of an opinion or leaders in giving opinion, the culture and the external demand. The influence of family and home takes a role in the decision making process in a way that, there is a need for family togetherness. It is claimed as a strong motivator. Those groups that have an effect on the behaviour of the individuals are the so-called reference groups. These can be the family, colleagues or neighbours. These are the primary reference group. The so-called secondary refer-ence group, are those who only rarely get into contact with the individuals who are intended to go for an event. The third main external factor are the authors of an opin-ion or those who are leaders in giving an opinion. These individuals inside of any groups, whose perspectives with respect to the experience of occasions or relaxation exercises are looked for and generally acknowledged. These pioneers in giving opin-ions are frequently the celebrities of the media, theatre or the sport games.

Culture incorporates information, convictions, art, ethics, laws, traditions and differ-ent capabilities and habits that one individual from the general public receives. Ex-


ternal demand, which incorporates a reference group or different sources might be the reason of a prolonged decision making process.

An entire scope of inward impacts additionally influences buyers' choices about at-tending the occasions. These impacts incorporate observations about how to choose and handle data, learning and memory, thought processes, identity attributes and states of mind of customers.

An empirical study on the motivation processes in going to events arisen in the 1990's. Three theories have been summarized by the authors of Awelsen and Arcodia, Bowdin et al. (2006, p.195). First is the hierarchy of satisfying needs what was mentioned al-ready in the previous sections before. This theory is based upon Maslow’s hierarchy of needs starting from psychological to self-realization needs. These need to be fulfilled. The push and pull motives, where the push factor stands for the attractive aspects of an event, while the pull factor pulls away the individual from a certain event. Last but not least the internal motives for leisure activities. This happens when the person is looking for change in everyday life.

Bowdin et al. (2006, p.196) differentiates two specific values that correspond in the decision making process. On one hand, the functional values, for example, impression of the price–quality ratio of a specific occasion, and the difficulty of access, can rule the decision making process. On the other hand, the emotional values can be powerful (plausible impacts of the celebration experience on the state of mind. Other values that suit the essence of future visitors of an event might be the suitable transporta-tion, the music quality or the accommodation.

Visitors start to contrast what they anticipated from occasions with what they en-countered after the participation on an event. This is their post-going assessment of the experience (Bowdin et al. 2006, p.197). Customer desires emerge from a combina-tion of marketing communications, which is arranged by coordinators of the occasion, telling friends and family members, contrasting related knowledge with comparative occasion, and the image of the festival trademark. Information of the proportion be-tween the satisfaction of festival attendees, their view about the quality of services are extremely important for showcasing experts who wish to assemble a market for loyal visitors.

There are mainly three reasons why it is important to put some effort in understand-ing the festival visitors’ motives. Primarily, it is vital to plan visitor-targeted offers that relates to the advertising announcement that says that individuals do not pur-chase items or services, however purchase the advantages that benefits their needs. Following the components of the occasion program must be intended to fulfil diverse necessities, it is imperative to recognize the requirements of various sort of guests. Recognizable proof of their needs is an essential for effective improvement of the pro-


PHYSICAL NEEDS MOTIVATE PEOPLE TO SEEK:

- Exercise - Food and beverage - Relaxation and escape - Safety and comfort - Earning and living - Sexual gratification

- Sport and recreation for fitness - Relaxing with entertainment - Escape within a special atmosphere - Conducting business - Eating and drinking in a safe, pleasant envi-

ronment - Some events are sexually oriented

- Learning through exhibitions, interpretation, conferences

- Appreciation of the arts - Discovery of the unfamiliar (foods, crafts,

costumes, traditions) - Opportunities to participate in unusual expe-

riences (highly targeted events catering to special interests)

THE NEED FOR UNDERSTANDING AESTHETIC APPRECIATION GROWTH AND SELF-FULFILMENT Motivates people to seek: - New experiences and learning - Appreciation of beauty - Fantasy - Fulfilling experiences (what are your dreams

and ambitions?

BELONGING, LOVE, THE ESTEEM OF OTHERS Motivates people to seek:

- Togetherness with family and/or friends

- Links to cultural, ethnic or racial roots - Expressions of group identity - Opportunities for achievement and

recognition, - Status and prestige

- Quality time for family and friends - Places to mix and meet people - Tangible access to traditions and other cul-

tures - Celebration of community and group identi-

ty, symbolism, rituals - Competitions and rewards - Being part of a prestigious event (as VIP or

volunteer)

gramming components, services, and marketing. When these necessities are not com-prehended, different components of the outcome are prone to be introduced in a non-ideal manner. Another purpose behind wanting a superior comprehension of guests thought processes lies in the close relationship between motives and fulfilment rating, while a third reason is to facilitate effective advertising activities (Crompton and McKay 1997, p.426).

Fig. 2: Needs, motives and benefits offered by events Source: Adapted from Getz (2005, p.331)


Figure 2 shows three essential classes of requirements, particular motivational pro-cesses emerging from each of the necessities that can create visits to manifestations, and the appropriate advantages given by the cultural manifestations. Mixes of these essential advantages will pull in guests to any sort of occasion in any environment. Visitors of a festival or an event are intending to meet one of them, or all of the needs related to their visits in the event. Along these lines, motivational study identified that the event must incorporate the reasons why individuals contribute in the occa-sion and the essential benefits that the guest will gain at the occasion. A choice to go to an occasion is motivated by a craving for escape and the yearning for the journey of new encounters identified with interpersonal needs, and individual needs of the per-son.

Motives can be gathered into two classifications, to be specific: inner inspirations emerging from individual needs, including search and escape, and outside intentions that emerge from the impact of others. These two classes together give clarifications why numerous individuals go to occasions without a communicated enthusiasm for the subject or program of the appearance or the occasion. The third classification comprises of motifs profoundly identified with the occasion, which is converted into the idea of target-benefit advertising.

There are numerous barriers to interest; some individual has time, cash and social impact barriers. Others identified with the occasion itself such as area, access and cost. Regardless of the possibility that a consumer goes to an occasion, there might be legitimate reasons why that experience never happens. Understanding the consumer decision-making process for occasions and celebrations is supported by the accompa-nying PIECE acronym:

Problem recognition Difference between someone’s existing state and their de-sired state relative to leisure consumption

Information search Internal or external search; limited or extensive search processes of leisure (including event) solutions

Evaluation and selection Evaluation and selection of leisure alternatives

Choosing Choosing whether to attend an event and which optional purchases to make at the event of a festival

Evaluate experience Evaluation of the post-event experience

Tab. 3: Decision making process (manifestation visitors) - PIECE Source: Adapted from Bowdin et al. 2006 p193.


5. Festival Attendees and their loyalty The previous section of the thesis discussed the different motivators that can effect the visitors´ consumer behaviour. The importance of Maslow´s Hierarchy of Needs was also mentioned, that is a key element in the case of motivation description. This chapter will highlight the difference between first-time visitors and repeat visitors´ consumer behaviour, travel motivation, perceived value and their destination percep-tion. Furthermore, it will clarify the significance of loyalty towards the festivals from the visitors.

Resident festivals are progressively used to advance tourism and further improve the local economy (Felsenstein and Fleischer, 2003). Since, there are diverse sorts of visi-tors who go to festivals, past studies highlighted the distinction and significance of local community and guests who do not live locally because of their different behav-iour (Bagelym and Mokhtarian, 2002; Felsenstein and Fleischer, 2003; Formica and Uysal, 1996; Liang, Illum, and Cole, 2008). For instance, visitors who are local inhab-itants are found to have distinctive spending behavior contrasted with non-local peo-ple (Felsenstein and Fleischer, 2003). In addition, studies showed distance as a com-pelling element for traveling inspiration, behavioural intention, and the sort of activi-ties individuals join in (Lentnek, Harwitz, and Narula, 1981; Liang, Illum, and Cole, 2008).

festival visitors can be gathered into two classes: first-time visitors and repeat visitors (Lau and McKercher, 2004; McKercher and Wong, 2004). First-time visitors are those participants who have found the event and are encountering it for the first time, while repeat visitors have already gained commonality and fulfilment with the experience (Lau and McKercher, 2004). Both first-time and repeat visitors have an essential part in the success and sustainability of the event. It has been found that these two groups contrast significantly socio-demographics, behavioural attributes, destination percep-tion, perceived value, and travel motivations. While first-time visitors have been found to spend a major amount of money during the festival, repeat-visitors have been found to stay longer and spend more – a demonstration of their reliability. Subse-quently, this segment of repeat-visitors embodies an appealing and financially im-portant market segment for events (Kruger, Saayman, and Ellis, 2010).

Loyalty, just like in other sectors, is important in the festival tourism, as well. Hospi-tality marketing managers have focused their concentration on customer loyalty and applied strategies to the tourism setting in light of the fact that loyal customers are known as less price-sensitive, require less promotions, and pull in new clients through positive word-of-mouth storytelling (Jacoby and Chestnut, 1978; Oliver, 1999; Opper-man, 2000; Petrick, 2004).


Various studies have discovered loyalty among visitors to be a valuable marker for getting to general tourism experience, and that tourism loyalty is illustrative of future traveller behavioural; the majority of this is affected by tourism experiences, and can offer administrators some assistance with developing proper promoting techniques (Lee and Hsu, 2013; Lee, Yoon, and Lee, 2007; Um, Chon, and Ro, 2006). Chen and Chen (2010) claims that experience quality can be made by expanding a tourist´s in-terest and involvement, along these lines prompting a view of worth and fulfilment; the majority of this adds to visitors´ loyalty. A late study by Son and Lee (2011) dis-tinguished three festival quality variables: general features, comfort amenities, and socialization.

While each of the three festival quality variables were found to have an immediate and positive effect on future aims of suggestion and revisit, the general features factor was found to have the best effect on re-visit goal, and incorporated the accompanying festival quality characteristics: assorted qualities of activities, entertainment sound system, promotion and information, festival environment, entertainment stages, ac-cessibility, wellbeing and security, and food and beverages.

This discovery is alike to that of a past study by Cole and Illum (2006), which likewise proposed direct relationship between festival quality and revisit to behaviour inten-tion. Loyalty is a multifaceted substance and has been seen as a three dimensional idea including behavioural, attitudinal, and composite (Backman and Crompton, 1991; Bowen and Chen, 2001). The behavioural viewpoint measures loyalty as the static result of a dynamic procedure. It concentrates fundamentally on behavioural results and can be surveyed through repeat buying intentions, purchasing behaviour, (for example, frequency, intensity, proportion), and verbal suggestions (Baloglu, 2002; Opperman, 2000). The attitudinal methodology conceptualizes loyalty as attitudes that are considered as an element of a mental procedure (Jacoby and Chestnut, 1978). The attitudinal point of view measures loyalty as an affection toward a brand through markers, for example, trust, enthusiastic connection, and responsibility (Baloglu, 2002; Bowen and Shoemaker, 2003; Morgan and Hunt, 1994).

Composite loyalty suggests that neither the behavioural nor the attitudinal dedication approach alone portrays loyalty completely. Rather it recommends that loyalty ought to be all the while considered from a behavioural and an attitudinal point of view. In particular, a genuine loyal client must both buy the brand and have an inspirational attitude towards the brand in the meantime (Backman and Crompton, 1991; Bowen and Chen, 2001; Dick and Basu, 1994; Petrick, 2004). Along these lines, this study measured loyalty from a coordinated point of view by including both the behavioural and the attitudinal angles.


6. Key stakeholders of festivals Because of the quick development of the festival business, distinctive stakeholders have gotten to be interested and pulled in, and therefore included themselves by demonstrating their support for the industry. Government and corporate sector are presently taking part of this profoundly professionalized industry. It is not enough anymore, if the needs of the audience are satisfied, but it is also important to meet other criteria, for example government goals and regulations, sponsor demands, local community expectations and media requisites. Some key stakeholders in the festival industry are the host organization, local community, sponsors, media, participants and colleagues.

Fig. 3: The relationship of stakeholders to events Source: Adapted from Allen et al. 2011 p.127 The diagram above shows the relationship between these different stakeholders and

Event

Festivalhostorganization

Hostcommunity,residents

Sponsors

Media

Co-workers,Volunteers

Performers,SuppliersLocal

government

RegionalNGOs

University,schools

Localbusiness

Communitychampions

State/Federalagencies

Visitors

Participation/support


the festival industry itself, furthermore delineates their functions and benefits. The festival industry unites these stakeholders and without these partners, the event in-dustry could not be set up neither would it be able to work. The following subchapters describes all of these stakeholders and their roles in an event organizing procedure.

6.1 The festival host organization These are associations whose obligations incorporate arranging or facilitating events for different reasons. While the vast majority of the celebrations are organized by gov-ernmental and non-profit, community-based associations, other expanding types of events being composed by revenue driven associations, financial improvement and tourism agencies, and destination and facility managers. Governmental agencies and volunteers predominantly create events, like sport and leisure events that are based on services and their objectives are cultural, economical and environmental. These occasions are generally a community developmental instrument, free or affordable but targeted at the most extensive conceivable people and in some cases at particular market segments. Regardless of generating income and attracting guests are being the main focus of these occasions, the local community´s demands and effects are likewise essential (Getz 1997, p.42).

These sectors regularly attempt to work with the public event sector that gives oppor-tunity for cooperate sponsorships and facilitating. There are additionally entrepre-neurs included in the corporate sector whose goal is organizing or selling the events. They can cover wide assortment of occasions, for instance sports, concerts, confer-ences, exhibitions etc. for the audience, and in most cases the media work with these entrepreneurs or teams in forming these events (Allen et al. 2011, p.127).

6.2 The host community Residents or tourism destinations inclined to brand themselves by giving some type of main tourism product for which they will be recognized. Therefore, they organize some specific type of event, which has been labelled as impermanent attractions (Cooper, Fletcher, Fyall, Gilbert and Wanhill 2008, p.313)

Climate change is one significant issue that is presently influencing the facilitation of events and hence, there the protection of the environment and the importance of sus-tainability is increasing. Another issue is globalization. This factor has made it prob-lematic to for local societies to keep up their uniqueness and characteristic. For ex-ample, local festivals and events now consider the international goods and stream-lined television production as major rivals because of the increased desires that it caused among the audience. Another issue is technology, which has affected much on how the audience informed about events, and also on the development and presenta-tion of events. During the time spent arranging the occasions nowadays, software


programmes has an important role in decreasing the planning procedure, furthermore event managers are able to work on various events simultaneously (Allen et al 2011, p.129).

Considering these factors, and how they affect the organization or the host communi-ty, the event manager has to pay attention on benefits of the local community. Pro-gramming ought to be extensive and the event should give back something tangible to the group (Getz 1997, p.47).

6.3 Sponsors Sponsors in the festival industry can be individuals or companies who offer support financially or in terms of services to events and organizers in order to have specified benefits. They could likewise be considered as people or organizations giving financial supports to events unless there are no responsibilities tied to the support. Most of the time, sponsorships are for short-term but they establish a long term partnership, which his important for both the sponsor and organizer, as well. These partnerships tend to be created when both sides work to have benefits that separately could not be achieved. Long-term partnerships are important in order to know each other´s goals and interests (Getz 1997, p.44).

In recent times, the number of sponsors that are interested in events is increasing. Formerly, numerous business people or extensive organizations have seen sponsoring an event as a PR tool, but in recent times it is viewed as a promotional tool in the marketing mix, a method for expanding brand awareness and to increase sales. Event managers, in order to secure the sponsorship for any events, they must offer remark-able and tangible benefits to sponsors. They also need to know what the sponsors want from the event, and what can the events offer them. Sometimes the sponsors needs can differ from the event organizers´ goals. For instance, it can happen that the media coverage has a higher priority for the sponsors than the number of audience. Event managers need to consider that sponsors´ goal is to increase sales, moreover to establish a better customer relationship. In order to reach these objects, sponsors of-ten use events. For this reason, event management ought to consider sponsors as business partners in the project (Allen et al. 2011, p. 132).

6.4 Media There has been a significant development in the media sector in the recent years, con-sidering the Internet, as an improved distribution system. Due to this fact, the con-sumption for media products is increasing. The worldwide networking of media organ-izations and the immediate transmission of data have made reality from the global village concept. For example, the Beijing Olympics amusement pulled in the biggest worldwide audience ever which added up to 70 percent of the world´s population, in


other words that means 4.7 billion viewers. The social media has additionally added to the advancements of events. The organizers are now able to communicate with the audience through these platforms. They also use it on their websites in order to in-form the people, enable them to leave feedbacks, express their opinion, and even in-volve them into the programming procedure. For instance, they can vote for specific band for a music festival. Social media sites, like Facebook, Twitter, YouTube, Flickr and LinkedIn changed the communication between the organizers and the audience, and made the whole procedure more interactive (Allen et al. 2011, 133.).

6.5 Co-workers Co-workers are also key elements of the event industry, which includes managers, marketers, consultants, stage managers, crew, etc. Anybody that is participating in the group that is hosting an is called co-workers. All team members need to work to-gether in order to make the event successful since each of them is in charge of the event´s success or failure. Goldblatt (1997, p.129) defined the role and obligation of the occasion manager along these lines:

The most effective event managers are not merely managers; rather they are dynamic leaders whose ability to motivate, inspire others and achieve their goals are admired by their followers. The difference between management and leadership is perhaps best characterized by this simple but effective defi-nition: managers control problems, whereas leaders motivate others to find ways to achieve goals

Experiences among the individuals while attending an event can differ from each oth-er. There are numerous possibilities to correct these failures, but an excellent team-work and management is always indispensable for a great event (Allen et al. 2011, p.134).

6.6 Participants and audience At last, these are the stakeholders that the whole event is organized for. The event´s success or failure, mainly depend on them. Managers need to study the spectators´ demands, or what are their comfort, and safety needs. The occasion ought to be a life-time experience for the visitors. To achieve this goal, it has to be uniquely organized. Hammerling (1997) represents the criteria by which audience evaluate an occasion consequently. Their primary attention is on the content, area, and set-up of the occa-sion itself. The programme content, food and beverages, comfort, the ways to get in and out of the event the keys to their satisfaction. An appropriate analysis of the characteristics of the spectators, can help the managers in the organizing procedure to make it suitable for the audience (Allen et al. 2011, 135.).


7. The city of Budapest Budapest is the capital of Hungary. Budapest is an attractive tourist destination with its UNESCO world heritage sites, such as Heroe´s Square and the Buda Castle. The museums and the national galleries exhibits contemporary and classical arts. The historical baths, such as the Szechenyi bath and the modern spas are all empowers the body. In these years Budapest formed a more hedonistic image, as well that made the city as a destination for many urban travellers. Many of them associates the city with the ruin pubs in deserted buildings, managed by young creative entrepreneurs. Szimpla became an important spot on every tourists travelling schedule. As an effect of the ruin pub phenomenon, a new trend has emerged, the bistro revolution that re-defines the concept of eating out. Wine bars also give a wide variety of wines from all over the country (Cultural Budapest, 2015)

Summer is top celebration season and a huge number of tourists come for the exten-sive variety of music celebrations that are on offer in Hungary. Sziget is one of the biggest and most well-known music celebrations in Europe and the uniqueness of the event is in its location, since it is situated on an island on the river of Danube. It al-lows the visitors not only to enjoy the festival but to explore the attractions of the city, as well. Budapest Spring Festival and the Jewish Summer Festival bring the best of global classical and jazz music to Budapest. Festivals are not only for music however; they speak to every one of the faculties (Cultural Budapest, 2015)

The next two chapters will describe those two music festivals the so-called Sziget and the Budapest Contemporary Arts festival that are located in Budapest. These two will be utilized as case studies, in order to analyse the economic advantages of these events. The study mainly considers the financial expenses, nationality and transpor-tation that the visitors used in order to get to the events. The following chapters moreover, give a description about the festivals location, average price, main program variety and the different music genres that the festivals offer.


8. Sziget

Fig. 4: Sziget logo Source: Sziget festival (2015)

Sziget Festival is one of the greatest multicultural occasions of Europe, beginning in 1993 when a group of students, after the collapse of communism formed the festival. Right now it is the 23rd release. The name of the festival originates from the word island, what is called sziget in Hungarian. The festival takes place on the Obuda-sziget. The former name of it is called Hajogyari sziget. In the past, a shipyard was operating there.

Fig. 5: Hajogyari Island Source: http://szigetfestival.com/explore/best_photos_of_2015

From 1996 till 2001 the festival was sponsored by Pepsi, therefore the name of it was Pepsi Sziget. The current name is used since 2002, and the celebration pulls in right around 400 000 fans from more than 70 nations to an excellent island in the heart of Budapest, giving a complete celebration occasion involvement with constant gather-ing, extraordinary live shows, a broadly global group and all the touristic highlights the city brings to the table. Sziget is the Island of Freedom that could likewise be viewed as an autonomous state. It's numerous celebrations in one, a week long relent-less occasion with approx. 50 program venues and around 200 projects every day. Per-forming groups range from the greatest names of the global pop/shake scene to stars


of world and electronic music, yet audience will likewise discover metal, classical, jazz, soul, elective and even traditional tunes. Sziget is not just about music, as it of-fers a few other social projects, similar to theatre, bazaar, or presentations. It likewise has a shoreline area where fans can really appreciate the advantages of Danube. The weekly capacity is 415000. The festival passes are available from 189 EUR. The or-ganizer of the event is the Sziget Cultural Management. (Sziget Festival, 2015)

8.1 Facts about Sziget in 2015 During the festival 330 people have been surveyed. 279 is foreigner and 51 people were local. The average age in the case of international visitors is 26, and 30 among the national ones. In both groups the number of people who has higher education level is above 50%. 73% among the internationals and 53% among Hungarians. The survey has been filled out by French, Dutch, English, German and Italian visitors.

For the question that what kind of positive experience/ imagination they had about Budapest, when they decided to visit the city, most people highlighted the spas, pano-rama and low prices. Among the Hungarian visitors, the mostly answered was the panorama of Budapest, moreover the spas and the gastronomy.

82% of the of the international guests are interested in the attractions of Budapest and not only in the festival. The same is true for more than half of the Hungarian vis-itors, too.

Most of the internationals came by car, and budget airlines to Budapest, and they spend around 7 days at the location. Most of the Hungarians came by car, and they spent 5 nights on average. 37% of the locals are from Budapest.

20% of the people had Budapest card, but those who had not. They even have not heard about it. 10% of the visitors owned the card in the Hungarian group, but 60% had heard about it.

Most of the foreigners and locals know the city and a great amount have heard about it by friends, family members and from the Internet.

Both group have spent 400-500 Euros on average during their stay, that is according to them is not beyond the amount that they wanted to spend. Both the national and international have spent most of it on for and entertainment.

More than 90% were satisfied with their decision that they visited Budapest. For around 70% of the people expectations were exceeded about the Destination of Buda-pest. 85% would recommend the city to their friends and colleagues, and they would visit the city again (Sziget Kulturalis Menedzser Iroda Kft., 2015)


8.2 Facts about Sziget in 2014 The following survey has been made in 2015. Due to time limitation the facts about the festival in 2015 are not that profound, therefore the research will analyse the 2014 festival´s data, as well.

The average Sziget visitor is 24 years old, on the festival in terms of age groups the 20-22 years old are in majority. The number of male visitors are in a higher rate among the international guests. In the case of the national ones, it is the other way around. The average ago of men is higher in both cases. Dutch and French people are the youngest and Belgian and German people are the oldest on average. 53% of the international visitors are studying, 27% have active income. In case of Hungarians, 61% percent are students, in some cases beside working and 35% have full-time job. 85% of the foreigners and 72% of the national guests have money that they manage independently. The internationals have 1130€ and the nationals have 354€ per month on average. The internationals on a common night spend around 45€. On the Sziget the average daily spending is 49€. The Hungarian participants spend around 20€ per night. The average expense on the festival is 16€ on a daily basis. The highest parts in the expenditures are the food and drinks. This is 60% of the whole expenses. The greater proportion of both the national and international visitors prefer Rock music, that follows the different Electronic music styles. Divided for age groups, the older generations (23-24 and 26-30 years old) listen to rock music and in the case of Hun-garians, the youngest group listen to Rock music on a higher average. This group has a great portion among the Electronic music fan base, too (Sziget Kulturalis Menedzser Iroda Kft., 2014)


9. CAFe Budapest Contemporary Arts festival

Fig. 6: CAFe Budapest Contemporary Arts Festival logo Source: http://cafebudapestfest.hu

Between 2–18 October, the CAFe Budapest Contemporary Arts Festival offers excep-tional, not-to-be-missed types of stimulation. With very nearly 110 occasions at 40 venues, the brilliant project incorporates creations in traditional and popular music, jazz and world music, musical drama, theatre and contemporary bazaar, alongside nights of writing and visual craftsmanship shows. Beside the best Hungarian enter-tainers, this exceptional celebration additionally includes universal stars, co-preparations and debuts. Composed on the 24th event, Hungary's most critical cele-bration of the contemporary expressions is acknowledged in a collaboration between Müpa Budapest, the Budapest Festival and Tourism Center, and Hungarian Tourism Inc. The rundown of normal venues such as, Müpa Budapest, Liszt Academy, Buda-pest Music Center, Trafó, Millenáris, and Bálna Budapest are supplemented by the Castle Garden Bazaar, and there will likewise be visual craftsmanship exhibitions and small scale shows at endless outdoors areas. It adds to the colourfulness of the system that Art Market Budapest, the contemporary workmanship reasonable, will again be a related occasion, and is held amid the season of café (CAFe Budapest Fes-tival, 2015).

9.1 Facts about café Budapest Contemporary Arts Festival During the festivals, 70 surveys were filled out in different locations. 28% of them were attracted by the night life of Budapest. 24 % by the touristic sights of Budapest, 22% of the spas, only 16% of the programs of Café Budapest Festival and 2 % were on a business trip. 48% have chosen the other reason option. For the question of who do they travel with 34% claimed that with friends, 30% alone, 12% with family, 6% with their partner and 8% chose the other option. In the case of transportation 34% came by airline, 16% by bus, 6% by train, 4% by car, 2% by boat and 32% chose the other. For the question of where did they learn about the festival was mainly the answer was by friends or from the Internet. 44% from friends and acquaintance, 30% from the Internet, 24% from outdoor ads such as, poster, city light etc. 14% from press, like newspapers and magazines. 6% by personal information at Budapestinfo Point, ac-


commodation, travel agency, travel exhibition, etc. 4% by electronic media like radio and television. 10% chose the other option. In the case of accommodation, there were 7 options. 46% chose stay for free at a friend, relatives or in a second home. 20% the other paid accommodation like student hostel and Airbnb. 10% of the 4-5 star hotels. 4% of the 1-3 star hotels and 4% the hostels. Nobody chose the boarding houses or the camping sites.

More than half of the people are from Budapest and 30% are international guests. The average age is 32. The youngest one is 19 and the oldest is 65 years old. 60% of the people are women. Most of the visitors 75% visited the festival for the first time. For the questions that, how satisfied they were about the organization of the festival on a 1 to 5 scale, were the 5 means fully satisfied, and 1 means they were not satisfied. 34% choose 4, 38% choose 5. Nobody chose 1 or 2. Only 4% of the surveyed people owned Budapest Card, therefore only 6 people answered the question, whether they are satisfied with the services of the card or not. 2 of them were not satisfied.

48% of the people claimed that they visited Budapest because of other reason, where was noted that they are inhabitants of the city (BFTK Café, 2015)


10. Conclusion Taking everything into account, it can be seen from the study that festival tourism is a segment that has many possibilities in building up a tourism destination. The thesis has given a theoretical knowledge into the subject of music festival tourism consider-ing the positive and negative effects of the phenomenon. It has additionally demon-strated that the facilitating of events can affect on the host group socio-socially, natu-rally, monetarily and politically. This kind of tourism is utilized several times by des-tinations in order to increase their awareness nationally and internationally. The events that are being organized in a place can affect the viewpoint of the tourists about a certain place. Guests may take travel choices in view of their impression of the destination. Though, it is essential to note that keeping in mind the end goal to improve decision in music festival tourism, the advance of a destination must be caught on.

It can likewise be seen from the research that event facilitating has had an enormous accomplishment by various coordinators in spite of the fact that the eventual outcome effects are not always as imagined by the organizers because of numerous compo-nents. Besides, there must be more collaboration among the coordinators, associations and interest groups included in the facilitating of events in the host community so that there could be more duty, commitment and concentration towards the objectives, targets of these festivals and the goals of the general population for which the occa-sions are planned.

The main objective of the second part of the thesis will be to offer comprehensive and practical study of the impacts of these music festivals upon the city´s image of Buda-pest. To achieve this goal, Sziget Festival and the Budapest Cafe Budapest Contem-porary Arts Festival will be utilized case studies, that were already mentioned in the last chapters of the first thesis. With the analysis of these festivals, the effects on the image of Budapest will be evaluated, moreover effect on inbound tourism of the coun-try by conducting a comprehensive analysis of these case studies and personal inter-views.


Bachelor Degree Programme "Innovation and Management in Tourism" University of Applied Sciences Salzburg

THE EFFECT OF MUSIC FESTIVAL TOURISM ON THE IMAGE AND

THE COMMUNITY OF BUDAPEST

BACHELOR THESIS 2 SUBMITTED TO THE UOAS SALZBURG IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE DEGREE OF

"BACHELOR OF ARTS IN BUSINESS"

Author: Gergö Jeles

Student number: 1210430067

Date: 20.05.2016

Supervisor: Mag. Gerfried Fleckl


Part II: Bachelor Thesis 2


11. The Empirical Research In order for the creator of this research study to convey the goals expressed in Bache-lor thesis part 1 (BA1), empirical research is important in order to create crossing be-tween theory and practical aspects of the study. This part includes genuine discover-ies from the predefined study area of how does music festival tourism effect the image of Budapest.

Section one of this study included theoretical study (secondary research), which cov-ered data about acknowledgment of music festival tourism in Budapest, considering the Sziget and Budapest Café festivals. Along these lines, this empirical research is based upon the primary part (BA1), which serves as a foundation of the second part, which is the empirical research.

In the first part of the author´s research, an extensive literature review on the tourist destination image formation was conducted, considering the impact of events and fes-tivals on the city image and the positive and negative effects of festivals on the desti-nation of Budapest. After that, that the author provided a detailed insight of the mu-sic festival tourists motivators, moreover the key stakeholders of the festivals such as, the festival host organization, the host community, sponsors, media, co-workers, and the target group, in other words the audience and participants. Furthermore, the the-sis provided key facts about the Sziget festival from 2015 and 2014. The author exten-sively detailed a clear background on the festival characteristics and the the different festival tourism funds in Hungary, that also highlights the importance of these events for the destination.

Kasi (2009, pp32-33) wrote that research is an approach to examine and gather in-formation focused on current facts, or interpreting accessible information in order to discover or do an amendment to details, arguments and pertinences.

At this point of the data processing, the information accumulated from the broad lit-erature review might accordingly be utilized as the establishment for this empirical study. Accordingly, the earlier literature review will be contrasted with the discover-ies from the empirical part to reach a reasonable determination. To give a fine and clear view of this study, the conclusion will be founded on the genuine discoveries and the theoretical work. To give an outline of the substance of the empirical research, the exact technique, which this study will take after, is demonstrated in Fig. 7.


Fig. 7: Empirical Procedure Source: Berger, 2010, p. 106

In view of the theoretical discoveries of the primary part of the study, the writer is going to characterize hypotheses in order to find answers for the research question. In light of these hypotheses the research methodology, which incorporates the research design and the research strategy, will be recognized. Therefore, it must be chosen which information accumulation strategy should be utilized, followed by the meaning of content analysis, which is vital for the presentation of the outcomes. With every-thing taken into account the entire procedure is planning to find out what are the per-ceived image of the local and international tourists about Budapest and how their perceived image if affected by the music festival tourism of Budapest.

As Gratton and Jones (2004, p8) claim, there are two distinctive sorts of research: Primary and Secondary. In which, primary research alludes to the study that has been brought out through gathering of preliminary data indicated to a specific zone as per study being completed by utilization of instruments like questionnaires or inter-views. In addition, the creators noticed that secondary research includes a study in which no initial data compilation was performed however the study utilizes the in-formation accessible for instance census data. The writers further separated theoreti-cal and empirical studies taking note of that: Theoretical research makes utilization of promptly accessible discoveries to produce new thoughts by investigation of availa-ble written belief and clarifications. Empirical study affirms growing new ideas by collecting information, whereby empirical alludes to something built up where one perceives or measures instead of reasoning through theories.

In order to clarify the intention of the empirical study section, it is important for the writer of this study to draw a system expounding the entire research step-by-step. Accordingly, as of right now, it is critical to give a clarification of the structure that is embraced to fulfil the principle targets of this study. This empirical study is isolated into seven diverse parts and their individual to convey the fundamental objectives.

Starting position and objectives

Research methodology

Data collection and evaluation

Presentation of results


The accompanying graph shows to the creator's observational work with the five ma-jor parts modified to figure a model. This model is a graphical representation of the most crucial parts secured by this study in a way that it will attempt to overcome any issues between the hypothesis (Bachelor thesis 1), and Bachelor thesis 2 (BA2), (Em-pirical study) as an endeavour to fulfil the destinations and as a course driving to-wards conveying of the responses to the study question which is found on the creators' BA1 literature review section: How does music festival tourism effect the image of Budapest?

According to Kühne (2005, p2), in Stachowiak (1973), a model requires the following three significant elements:

a) Mapping feature, with original framework.

b) Reduction feature, only showing relating selection of the initial features.

c) Pragmatic feature, which requires to be applied to represent the initial work for a specific reason. Subsequently, it gives data with content, meaning sender, receiver and utilization. Kühne amplifies that a copy is not a model since it catches all the un-derlying points of results are that one didn't fabricate another structure however cre-ates a copy. In this way, a model portrays something.

The empirical part of this study concentrates on giving the creator a more particular knowledge and profound comprehension of the research topic. In addition, this will make more involved points of interest of the study to the readers too in order to give understanding of the fundamental study topic, which drives towards the research findings. According to Penn State University (2015) empirical study contains a struc-ture of observations and tested developments, which acquire under-remaining from genuine experience rather than theory or assumption. It has been clarified further with most vital data expressing that:

“Key characteristics to look for are:

• Statement about the methodology being used

• Research questions to be answered

• Definition of the group or phenomena being studied

• Process used to study this group or phenomena, including any controls or instru-ments such as tests or surveys.

One should ask: Could I recreate this study and test these results?”

Thusly, the creator of this study plans to reason that the principle motivation behind the empirical study is procurement of extension between theory (situated in Bachelor Thesis 1) and practice (found in Bachelor Thesis 2) individually. Subsequently, this is


incorporated to the discoveries of Hani (2009), who expressed that there are diverse reasons why researchers tend to make us of empirical studies to examine more about a study area.


12. Starting Position and Objectives The theoretical research in the first part of the study has unmistakably illustrated, the different motivational factors, why national and international tourists visit music festivals. Thusly there is the need of examination on these motivational factors.

The writer is attempting to plainly demonstrate the motivational factors to give an outline about the guest structure at the music festival tourism sites. Moreover, the perception of the national and international guests about Budapest needs to be ana-lysed. Considering in what extent effects the Sziget and Budapest Café festivals the perceived image of the city.

Therefore, the main focal exploration is:

How does music festival tourism affect the image of Budapest?

Keeping in mind the end goal to answer this question the writer is going to set up five hypotheses. These hypotheses will be examined and sealed by the utilization of a quantitative research method, which will be clarified in section 13.1.

12.1 Hypotheses In this part the creator is going to clarify the significance of hypotheses and which sorts exist, to give a general comprehension of what a hypothesis is. The clarification is taken from the book of Ranjit Kumar (2014, pp. 99-117) called Research Methodolo-gy – A step by step guide for beginners.

Kumar (2014, p.99) in Research Methodology contends that hypotheses are indispen-sable for detailing of a research question in quantitative studies. They give an unmis-takable, exact and focus for a research question. Formulating a hypothesis is not nec-essarily important mandatory for a research. In this manner, the writer may go ahead with a study without a hypothesis. If the writer feels the necessity to develop one ore several hypotheses, it is also a viable way in research. Kumar likewise mentions that the essentialness of hypothesis relies upon their capacity to give a way, specific and focused to the intended study. Subsequently, they notify the researcher on the precise data to accumulate and later offer a more extensive interest.

There are many definitions of a hypothesis. According to Kerlinger (1986, p.17) “A hypothesis is a conjectural statement of the relationship between two or more varia-bles” Webster’s Third New International Dictionary (1976) defines a hypothesis as: “A proposition, condition, or principle which is assumed, perhaps without belief, in order to draw out its logical consequences and by this method to test its accord with facts which are known or may be determined”

According to Grinnell (1988, p. 200): “A hypothesis is written in such a way that it can


be proven or disproven by valid and reliable data – it is in order to obtain these data that we perform our study”

Kumar (2014, p. 100) according to these definitions, forms the characteristics of a hy-pothesis in this way:

1. It is a tentative proposition. 2. Its validity is unknown. 3. In most cases, it specifies a relationship between two or more variables.

According to the Science Buddies (2015), hypothesis is an educated assumption about how things happen. Subsequently, for an analyst to have the capacity to scientifically affirm or falsify what is being assumed and the data displayed, the hypothesis de-mands particular and unambiguous preparation. Furthermore, it ought to be some-thing worth testing; alluded to as testable hypothesis, which suggests that, one ought to be fit for measuring actions verses expectations. The writer further expressed that there are essentially two sorts of hypothesis to be specific; the null hypothesis (H0) and the alternative hypothesis (H1). H0 hypothesis stands for that case when there is no presence in correlation which thusly requires the presumption to be rejected by means of hypothesis test to encourage the H1 to stay plausible. Whereby, the alterna-tive hypothesis is said to be an announcement of what a hypothesis test is set up to form.

Kumar (2014, p.104) sorts them in this way: “a research hypothesis and an alterna-tive hypothesis. A research hypothesis can be further classified, based upon the way it is formulated, as a null hypothesis, a hypothesis of difference, a hypothesis of point-prevalence and a hypothesis of association”

Fig. 8: Types of Hypothesis Source: Kumar, 2014, p. 104

In like manner the writer is going to set up hypotheses, which depend on the discover-

Types of hypothesis

Alternative hypothesis Research hypothesis

Hypothesis of association

Hypothesis of point-

prevalence

Hypothesis of difference

Hypothesis of no difference

(Null hypothe-is)

Null hypothesis


ies of the theoretical part so as to answer the research questions. The author of this study formulated the following research questions and hypotheses:

RQ1: How does Sziget festival affect Budapest as a tourist attraction?

H1: People who visited Sziget festival perceive the city more positively.

In the literature review, in chapter 3.1 the author described the impact of events and festivals on the city image. He found out that recent studies of city marketing and tourism have showed the growing number of events (Law, 1993; Robertson and Guer-rier, 1998; Waitt, 1999, 2003; Schuster, 2001). Cities, need to discover better ap-proaches to differentiate themselves from their rivals. Hall ́s research also highlights that, festivals and events have an effect on the image “hallmark events may be re-garded as the image makers of modern tourism” (Hall, 1992, p. 155).

RQ2: How does Sziget festival affect the host community´s perception about Buda-pest?

H2: People from the host community who visited Sziget have a more positive per-ception about Budapest.

RQ3: How does Budapest Cafe festival affect Budapest as a tourist attraction?

H3: People who visited Budapest Cafe festival perceive the city more positively.

RQ4: How does Budapest Cafe festival affect the host community´s perception about Budapest?

H4: People from the host community who visited Sziget have a more positive per-ception about Budapest.

RQ5: What is the main target audience of Budapest with Sziget and Budapest Café festival? The literature review identified these main target groups with the help of surveys from each music festivals from the previous years. This section can be found in the eighth and ninth chapter.

H5: Those people who visit Budapest because of Sziget are in the age group of 20-29, have a higher education and singles.

It was mentioned in the literature review that in the survey of Sziget 2015, where the number of respondents was 330, the average age among the international visitors was 26 and 30 among the national ones. In both groups the number of people who had higher education level is above 50%. 73% among the internationals and 53% among Hungarians. In case of the Sziget survey 2014, the average Sziget visitor is 24 years old, on the festival in terms of age groups the 20-22 years old are in majority.

The author’s goal with this research question and hypothesis was to identify the main target group that Sziget attracts with its services.


13. Research Strategy The image of a nation is significantly more complicated concept than the image of tangible items, since there is a fairly substantial measure of elements impacting its development and perception (Baloglu and McCleary, 1999). Besides others, history, industry, excitement, media, celebrities and scene are the factors which certainly af-fect the perception (Graves and Skinner et al., 2009). Though, the differences of these elements are generally high and not every one of them are controllable and changea-ble by the governments of countries. Then again, Debski and Niemczak (2014, p. 70) accentuate the significance of checking of the images perceived by non-nationals. This requires steady development and modification of such images with the aim to guaran-tee and build up a positive point of view amongst foreigners, and also positive obser-vations and states of mind towards a nation's products, involving additionally the products of the tourism sector, since the perceived image of a nation is one of the vari-ables which can affect the potential travellers’ purchasing choices in regards to their travelling to different destinations. This perspective is promoted by Pierzogova (2013) and affirmed by her contention that the images and perceptions created by individu-als towards nations are of high significance in the present universe of tourism. As indicated by Pizam and Mansfeld (2005) perception can be described as a procedure where individuals pick, sort out and interpret diverse data keeping in mind the end goal to create images of a world. Individuals, in view of their perceptions, make dispo-sitions and feelings in regards to destinations, and these assessments can, in the gen-eral impact, result in activities and might impact travellers choices from different points of view (Pierzogova, 2013). This research aims to analyse the perceived image of Budapest as a capital of Hungary as well as a festival tourism destination, amongst foreigners and locals. The outcome of the thesis might be useful in order to have a better overview of travel and behaviour intentions towards Budapest. The thesis ex-plores the image, and tries to identify how the perceived image by the chosen sample is affected by Sziget and Budapest Café Festival.

13.1 Quantitative Research Bryman and Bell (2011, p. 718) explains the research strategy in this way: "general orientation to conduct social research”. In order to achieve the research goal decision needs to be made upon whether to utilize quantitative or qualitative research, which kind of sampling method and what sort of information accumulation is connected and in addition how all the information is gathered, prepared and investigated. To choose a specific sort of research strategy, wide-ranging literature review has been made. In this manner the author chose to utilize quantitative. In the following section the de-scription and reasoning will be explained about the implementation of this research strategy.


According to Kumar (2014, p.132) generally, there are numerous more study designs in quantitative research than in qualitative research. A quantitative research is spe-cific, organized and has been tested for its validity and reliability. Study designs in qualitative research either do not acquire these characteristics or their degree is not that high. They are less particular and exact, and do not have the same structural profundity.

Quantitative strategies underline target estimations and the statistical, mathemati-cal, or numerical study of information gathered through surveys, polls, and question-naires, or by controlling previous statistical information utilizing computational methods. Quantitative research concentrates on collecting numerical information and summing it up crosswise over gatherings of individuals or to clarify a specific phe-nomenon (Babbie Earl R, 2010).

The researcher’s goal in a quantitative research study is to decide upon the relation-ship between an independent variable and a dependent or outcome variable within a populace. Quantitative research designs can be descriptive or experimental. Descrip-tive means when subjects generally measured once. Experimental stands for when subjects are measured before and then afterward a treatment. A descriptive study sets up only relationship between variables; an experimental study builds up causali-ty.

Quantitative examination bargains in numbers, rationale, and an objective stance. Quantitative research concentrates on numeric and remaining information and speci-fied, focalized thinking as opposed to disparate reasoning, for instance the generation of an assortment of thoughts regarding a research problem in an unconstrained, free-streaming manner (Babbie Earl R, 2010).

As Babbie Earl states (2010), the fundamental attributes are:

• The information is normally accumulated utilizing organized research instru-ments.

• The outcomes depend on bigger sample sizes that are illustrative of the popu-lace.

• The exploration study can normally be simulated or repetitive, given its high unwavering quality.

• Specialist has an unmistakably characterized research question to which tar-get answers are looked for.

• All parts of the study are deliberately planned before information is gathered. • Information are in the form of numbers and statistics, frequently organized in

tables, diagrams, figures, or other non-textual frames. • Project can be utilized to generalize ideas all more broadly, foresee future re-

sults, or examine causal connections.


• Scientist utilizes devices, for example, surveys or software, to gather numerical information.

The overall point of a quantitative examination study is to characterize highlights, check them, and develop measurable models trying to clarify what is analysed.

13.2 Strengths of Using Quantitative Methods Quantitative specialists attempt to perceive and separate particular variables con-tained inside the study system, look for connection, relationships and causality, and endeavour to control the setting in which the information is gathered to maintain a strategic distance from the danger of variables, other than the one being examined, accounting for the recognized connections. (Babbie Earl R 2010).

Among the particular strengths of utilizing quantitative techniques to study sociology research issues:

• Allows for a more extensive study, including a more noteworthy number of subjects, and highlighting the generalization of the outcomes;

• Allows for more prominent objectivity and exactness of results. Commonly, quantitative strategies are intended to give summations of information that support speculations about the phenomenon under study. Keeping in mind the end goal, quantitative research as a rule includes couple of variables and nu-merous cases, and utilizes endorsed methods to guarantee validity and reliabil-ity

• Applying very much established measures implies that the study can be repro-duced, and afterward analysed and contrasted with comparative studies

• The researcher can sum up boundless sources of data and compare crosswise over categories

• Individual preference can be avoided by maintaining a distance from partici-pants and utilizing acknowledged computational methods.

13.3 Weaknesses of Using Quantitative Methods Quantitative techniques believed to have a certain goal to deal with concentrating on research problems, where information is controlled and measured, to address the col-lection of facts, and to decide the reasons of conduct. As an outcome, the aftereffects of quantitative research might be factually noteworthy yet are frequently humanly in-consequential. (Babbie Earl R 2010).

Some particular constraints connected with utilizing quantitative strategies to study research issues in the social sciences include:

• Quantitative information is more effective and ready to test hypotheses, how-ever may miss relevant point of interest;


• Uses a static and unbending methodology thus utilizes a firm procedure of dis-covery

• The improvement of standard inquiries by analysts can prompt "structural bi-as" and false representation, where the information really mirrors the perspec-tive of the scientist rather than the participating subject

• Results give less detail on conduct, states of mind, and inspiration; • Researcher may gather a much smaller and once in a while shallow dataset; • Results are limited as they give numerical portrayals as opposed to point by

point narrative story and usually give less involved records of human percep-tion

• The examination is frequently done in an unnatural, non-natural environment so that a level of control can be connected to the activity. This level of control may not ordinarily be set up in this present reality consequently yielding "re-search facility results" instead of "real world results"

• Preset answers will not as a matter of fact reflect how individuals truly feel around a subject and furthermore, may very well be the nearest match to the preconceived hypothesis.

One of separating attributes of qualitative study is obeying to the idea of interviewee accordance harmony, where an interviewer endeavours to ask for authorization while interpreting, displaying positions, backgrounds, thinks, and closure. Despite what might be expected, in quantitative research interviewee harmony is not necessary. In this manner, many times it is assumed to be procured through circulation or distrib-uting results to the members of the study. Then again, the writer expands that quali-tative research is centred around comprehension, clarifying, investigating, finding and clarification of positions, observations, affectability, conviction, perspective, standards and foundations of a general public.


14. Research methodology The primary point of this part is to give a portrayal of the research design and meth-odology used for this study. Besides, the principle goal of this study was to examine in what degree have the Sziget and Budapest Café festivals effect the image of Buda-pest, and in what way do they effect the host community. Consequently, for this study to accomplish the previously stated objective, the researcher starts an investigative empirical research. According to Kerlinger (1986, p. 279)

A research design is a plan, structure and strategy of investigation so con-ceived as to obtain answers to research questions or problems. The plan is the complete scheme or programme of the research. It includes an outline of what the investigator will do from writing the hypotheses and their operational implications to the final analysis of data.

According to Thyer (1993, p. 94):

A traditional research design is a blueprint or detailed plan for how a re-search study is to be completed – operationalizing variables so they can be measured, selecting a sample of interest to study, collecting data to be used as a basis for testing hypotheses, and analysing the results.

According to Selltiz et al. (1962, p. 50): “A research design is the arrangement of con-ditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure”

14.1 Data Collection - Online research Utilizing an online survey is a prevalent method for achieving distinctive social gath-erings and to broaden the parameters of the respondents. Technology for online sur-veys is ceaselessly developing. According to Sue & Ritter (2012, p. 1) “Like all re-search methods, online surveys research has benefits and drawbacks; the method works for some research projects but is by no means appropriate for all research ob-jectives” For this research so called Google Forms was used. This online survey ser-vice has a simple and quick usability. The upsides of leading an online study are over-coming huge distances between locations, advantage of having automated data, de-creased time and exertion from the researcher. The Internet gives the upside of ab-breviated expenses.

Sue and Ritter (2012: Chapter 1) have distinguished numerous circumstances in which online surveys are alluring to direct. Online surveys are to a great degree valu-able when a researcher has an extensive and topographically assorted example. They are faster and less expensive. Notwithstanding, there are various restrictions on their utilization. Most importantly, not everybody has Internet or mobile phone access, so


online surveys can not be utilized for all groups. Moreover, the populace with Internet and cellular phone access may have altogether different attributes when contrasted with the all inclusive community so may not really symbolize the overall public. It is likewise difficult to choose an arbitrary sample as there is no sampling outline for Internet clients. Utilization of the Internet likewise requires the researcher to have satisfactory specialized information and aptitudes in the advancement of a computer-ized study. When the researcher has the essential specialized skills and there are no different limitations, the utilization of the Internet for social examination could be quick, effective and ease.

14.1.1 Sample generation from an online community

According to Kumar (2014, p. 228) the reason for sampling in quantitative research is to create conclusions, with respect to the investigation, about the group of people from which the researcher has chosen the sample, while in qualitative research it is in-tended to get in-depth knowledge either about a circumstance, occasion or scene or about various parts of a person on the supposition that the individual is ordinary of the group and consequently will give information about the group. Sampling, along these lines is the procedure of selecting a few people who are the samples from a greater group of people. These are the so-called sampling population. The samples will be the the basis for assessing or forecasting the predominance of an obscure bit of da-ta, circumstance or result with respect to the sampling population. Testing, along the-se lines, is the procedure of selecting a few, so-called sample from a greater group, who are the sampling population as the basis for assessing or anticipating the pre-dominance of an obscure bit of data, circumstance or result with respect to the greater population. A sample is a subgroup of the populace that the researcher is interested in. The centre of a study is to discover answers to research questions as they relate to the aggregate study populace and not the sample. In any case, through the procedure of sampling the researcher endeavour to estimate what is liable to be the circum-stance in the aggregate study populace.

McLeod (2014) distinguished four sorts of sampling methods utilized in scientific re-search. These incorporates:

• Random sampling

The author distinguished that each person in the entire target populace has similar probability to be picked. Along these lines, arbitrary samples request a heading of giving names or numbers to the targeted population and a while later making utiliza-tion of certain sorts of drawing method to choose those constituting the sample. Deci-sively, the writer found that arbitrary samples are the best system of picking a sam-ple from a population


• Stratified sampling

As expressed by McLeod, in this technique for sampling, researchers choose different sorts of members that constitutes the pointed populace and works out the measure-ments required for the sample to be depictive.

• Opportunity sampling�

It is known that this sort of sampling techniques makes utilization of individuals from target population present and willing to take part. Along these lines, it is built up on usefulness.

• Systematic sampling�

This sort of sampling technique chooses cases in a framework; in a systematic or ra-tionale path from the targeted populace.

14.1.2 Choosing the samples

The sample consisted of people, who make daily contributions to discussions, (in com-parison who participate intermittently). Self-selection is highly important in the case of online surveys, and it can also be the major limitation for the survey. There are more people who are more likely to fill questionnaires than others. The percentage of of answers can be increased by appropriate advertising. The author had to face the problem of the estimation of the parameters of the sample, and after stopping the survey the population turned to be pretty diverse. The respondents can easily formu-late their parameters like age, gender, education level, occupation etc. in order to ap-pear to be more socially desirable. The conductor of the survey did not have the posi-tion to control the accuracy of the answers.

The targeted people were those who went to Sziget Festival or to Budapest Café festi-val, or have a general knowledge about these festivals. “A sample is a limited number taken from a large group for testing and analysis, on the assumption that the sample can be taken as representative of the whole group” (Crouch & Housden, 1996). With a specific end goal to guarantee the quality and efficiency of the information, samples were selected from the populace cautiously, rather than unsystematic selection, some variables were considered, for example, gender, age, occupation and the education level. There were two basic categories such as, resident and non-resident visitors to Sziget and Budapest Café festival. The information in this research proposed to gath-er are written below.

1. The general impression of the residents and non-residents of the city image of Budapest.

2. General assessment of Sziget festival and Budapest Café festival 3. The general attitude towards the relationship between the city image of Buda-


pest, the Sziget festival and the Budapest Café festival 4. General recommendation of in which ways the festivals could support the

city´s image

14.2 Validity and Reliability It is an professional and a scientific essential too to guarantee that the instruments, embraced with the end goal of information accumulation and handling, ought to maintain validity and reliability of the test directed. Accordingly, the results of the study depends absolutely upon the instruments utilized, then decides the usefulness of outcomes of that study. For instance, if an instrument utilized is problematic, the outcomes will be questionable too and therefore; the study would be destined unwor-thy. As indicated by Cooper et al. (2011, pp218-19), there are two diverse sorts of va-lidity, to be specific; external validity and internal validity. In the first place, with external validity, the writer stipulates that it performs appraisal whether the recog-nized connection can be simplified within people, settings and time. Additionally, it involves the association of the experimental handling with various elements and the outcomes influences competence to sum up moments, settings or people. Afterwards, the creator expressed that internal validity is accomplished if the impact of the de-pendent variable is because of the independent variable, consequently minimizing the level to which the results can be controlled.

Indisputably, the creator of this study makes a space for valid and reliable infor-mation preparing to fit into the expert protocol. Therefore, the data given could be valuable to the tourism business, learning establishments and scientific institutions. At long last, the consequences of the study would be regarded magnificent to confirm that the author has an unmistakable comprehension of the field of study.


15. Questionnaire Design A questionnaire design is a formalized arrangement of questions for gathering data. They may differ in the measure of flexibility which they permit the respondents in answering questions Exceedingly organized surveys with steady answer formats are generally simpler to regulate, reply, and examine, while unstructured questionnaires are harder to control, and require more considerations on the respondents' part and require significant interpretative abilities in their examination (Webb, 1995).

On a premise of the contextual investigation, the capacity of outlining the question-naire is to extract the opinions and experience from general society to perceive how well does Sziget festival and Budapest Café festival organized, carried on and its de-gree to support or change the city image of Budapest.

So as to present the survey in a more complete way for the examination, both the res-idents and non-inhabitant guests were surveyed with the point of giving an overall city image including inner and outer image from the insiders' perspective together with the outsiders´.

The survey contains four closed questions and one open question. By looking at the results of the closed questions and comparing them, it is conceivable to evaluate the short-term Image impacts of Sziget Festival and Budapest Café Festival. Keeping in mind the end goal to evaluate the long term impacts, the open questions are basic for the research.

The survey was created with a specific end goal to investigate how music festivals in Budapest impact the foreigners and locals´ perceived image about the city. In this way, the questionnaire was composed in English language, since it is “the most widely used language in the world” (Gardner, 2013, p.1). The survey for the respondents was available from the 25th April till 12th May, on Google Forms. Amid this period, the overall number of gathered surveys was 186.

The next part of this section clarifies the pertinence of the questions utilized as a part of this research and indicates the sources, which were used for their elaboration. The survey was made taking into account the discoveries and theories received through a broad audit of literature review, which investigated the instruments of perceived im-ages

The questionnaire for this study was divided into four main parts, namely:

- Demographic information - General knowledge, perception and purpose of visit to Budapest - General knowledge and satisfaction about Sziget festival - General knowledge and satisfaction about Budapest Café festival


16. Presentation of Findings and Data Analysis In this chapter, the discoveries of this study are showed with an overview from tables and charts for the discoveries got from a sample size comprising of 186 valid respons-es. This part of the thesis, the results of the questionnaires that were dispersed to international people, who visited the festivals or not. The main objective of this study is to assess perceived image that the national and international visitors have about the Sziget and Budapest Café festivals, moreover how do these festivals effect the im-age of Budapest for these people.

In this way, to accomplish the centre goal of this study, the creator of this study cre-ated a questionnaire with inquiries coordinated visitors and residents of Budapest. Subsequently, the creator considered the accessible substantial number of respond-ents as representatives of the study sample. As a medium for information investiga-tion, the author used the Statistical Package for the Social Sciences (SPSS). This is a software package utilized for statistical analysis (Social Science Computing Coopera-tive, 2011).

16.1 Demographic findings In this section the author aims to analyse the results of the questionnaire. The survey was shared on the 20th of April 2016, and was closed down on the 12th of May. In total 186 participants were recorded. The demographic parameters of the partici-pants are the following:

Question # 1 (Please select your age group)


Tab. 4: Age of participants Source: Author’s survey, (2015)

Considering the age of respondents, the majority of them were the age somewhere around 20 and 29. The quite high number of respondents from the lower age gather-ing might be clarified by the snowball sampling method, as the surveys were available via the author’s Facebook account, where the approachable social gathering is gener-ally comprising of individuals matured somewhere around 20 and 25 years. As such, the study was posted on the writer's profile and the Sziget Festival and Budapest Ca-fé Festival's Facebook sites with the request to not just to fill out the survey by re-spondents themselves, additionally to forward the surveys to their friends and request that those forward the survey further. The probability that individuals of different systems are of the same age as the writer might be expanded, as in the present study a major number of respondents represented a comparative age group. The overall number of respondents aged between 20 and 29 years was 131, representing 70.4%. The question was filled out by all the respondents, giving 186 valid responses.

Question # 2 (What is your gender?)

Tab. 5: Gender of participants Source: Author’s survey, (2015)

The table above shows the valid number of the respondents, which was 186 (100%), indicating a hundred percent in total. Concerning the gender participants, 104 female participants and 82 male participated. Gender differences are not so relevant for the topic, since the author found not in the literature big differences on the visit behav-iour of music festivals between genders.

Question # 3 (What is your nationality?)


Tab. 6: Nationality of the perticipants Source: Author’s survey, (2015)

The third question was focusing on the place of origin of the participants. 100% of the participants answered the question. The 186 participants originated from 18 different nationalities, like Hungary, Austria, Germany, Spain, Serbia, Mexico, Italy, Germa-ny, Czech Republic, Vincentia, Uzbekistan, Ukraine, Belgium, America (U.S.). The two major nationalities were Hungarians with 57.5% and Austrians with 20.4%.

Question # 4 (What is your highest completed level of education?)

Tab. 7: Highest completed level of education of the participants Source: Author’s survey, (2015)

The fourth question was focusing on the information regarding the highest completed


level of education completed by the respondents. The author intended to evaluate if the level of education has an influence on the visits to the Sziget and Budapest Café festivals. In which, it indicates that the majority of the participants had achieved high school or equivalent (30.6%) and college (25.8%) as highest level of education. The results will be discussed later in the Discussions chapter.

Question # 5 (What is your current marital status?)

Tab. 8: Current marital status of the participants Source: Author’s survey, (2015)

The question of marital status was also answered by all 186 the respondents. The ma-jority of the people 108 were singles with 58.1% the second largest group 53 are living with somebody (28.5%). The author here also intended to evaluate if the marital sta-tus has an influence on the visits to the Sziget and Budapest Café festivals. The re-sults will be discussed later in the Discussions chapter.

Question # 6 (Which of the following best describes the area you live in?)

Tab. 9: Description of the participants area where they live in Source: Author’s survey, (2015)

The majority of the respondents live in urban area. They are 61.8% out of the total number of participants. The question was answered by all the respondents, therefore


there are 186 valid data.

Question # 7 (Which of the following categories best describes your primarily area of employment (regardless of your actual position)?)

Tab. 10: Description of the primarily area of employment of the participants Source: Author’s survey, (2015)

The seventh question explored the employment status of the respondents, 69 (37.1%) were employed, 10 (5.4%) were self-employed, and the majority of the respondents, 90 (48.4%) were students at College or University. This is highly relevant for the thesis, since the target market for Sziget festival is mainly from this group. The question was answered by all the 186 respondents.

16.2 Questions about Budapest Question # 8 (Have you ever been to Budapest?)


Tab. 11: Responses regarding visiting Budapest Source: Author’s survey, (2015)

The following part of this chapter was dedicated to the findings of the questions 8-11 about the city of Budapest. Regarding the respondents´ travel experience to Budapest, it was found that 102 respondents (54.8%) have been to Budapest, 44 (23.7%) of the surveyed people live in Budapest and 40 (21.5%) have never been to Budapest. The question was answered by all the 186 respondents, therefore there were no invalid responses.

Question # 9 (Please list anything that comes to your mind if you think about Buda-pest)

Tab. 12: Most common information that came to the respondents’ mind Source: Author’s survey, (2015)

In the question asking the respondents to list their thoughts that come to their mind if they think about Budapest, the following associations were mentioned most fre-quently by the respondents: Danube 30 (8.3%), Sziget 25 (6.9%), Culture 24 (6.6%), and beautiful city 19 (5.2%). 175 respondents (94.1%) gave an answer for this ques-tion. 362 answers were given in total and 11 people (5.9%) did not answer this ques-tion.

Question # 10 (What is your general perception of Budapest?)


Tab. 13: Respondents´ general perception about Budapest Source: Author’s survey, (2015)

The table shows the findings regarding the respondents´ general perception about Budapest. The scale had 5 different categories, where 1 meant very negative and 5 was very positive. 64 (34.4%) had very positive perception about Budapest. The major-ity 71 (38.2%) had positive perception. 31 (16.7%) had neutral perception. 4 (2.2%) had negative and 8 (4.3%) had very negative perception about the city. The question was answered by 178 respondents, therefore 95.7% of the surveyed people have answered this part.

Question # 11 (What was/would be the main purpose of your travel to Budapest?)

Tab. 14: Respondents´ main purpose to travel to Budapest Source: Author’s survey, (2015)

The next question was about the purpose of travel of the respondents who have al-ready been to Budapest. Most of the people chose Leisure 103 (46%), second was visit-ing friends and family 42 (18.8%). 37 people (16.5%) chose festival tourism, 32 (14.3%)


live in Budapest and 10 (4.5%) chose business. The question was answered by 163 (88.2%) respondents. 22 (11.8%) ignored this part. The respondents could choose more than one purpose, as well.

16.3 Questions about Sziget Festival Question # 12 (Have you visited Sziget festival?)

Tab. 15: Responses regarding visiting Sziget Festival Source: Author’s survey, (2015)

The following part of this chapter was dedicated to the findings of the questions 12-22 about the Sziget Festival. Regarding the respondents´ travel experience to Sziget Fes-tival, it was found that 75 respondents (40.3%) have visited Sziget, 105 (56.5%) the majority of the people have never visited Sziget. The question was answered 180 (96.8%) respondents, therefore there were 6 (3.2%) invalid responses.

Question # 13 (How many times have you visited Sziget festival?)


Tab. 16: The number of visits among the respondents who have been to Sziget Festival Source: Author’s survey, (2015)

Regarding the respondents´ number of visits to Sziget Festival, it was found that 12 respondents (6.5%) have visited Sziget more than 5 times, 20 (10.8%) have visited 3-5 times, 21 (11.3%) have visited twice and 21(11.3%) have visited once the Sziget Festi-val. 98 (52.7%) answered that they have never been there and 14 people did not an-swer the question, therefore there were 172 (92.5%) valid responses.

Question # 14 (Did you go alone or in company for Sziget?)

Tab. 17: The number of respondents who went alone or in company to Sziget Festival Source: Author’s survey, (2015)

The next question was observing the respondents the way whether they went alone or in company to the festival. 69 (92%) went in company and 3 (4%) people went alone. 3 (4%) did not answer this question out of 75 respondents who were attending on the festival. 9 people answered this question, although they did not attend the festival.

Question # 15 (Why did/would you choose Sziget festival?)


Tab. 18: Most frequently mentioned visit purpose among respondents, who have visited Sziget Festival Source: Author’s survey, (2015)

Most of the people chose it because of the performers 62 (39%). 44 (27.7%) because of location, 34 (21.4%) due to the high quality and 19 (11.9%) because of the affordable prices. 75 respondents gave an answer for this question That makes 40.3% out of the total 186 respondents. 111 (59.7%) did not give an answer.

Question # 16 (Have you been satisfied with the quality of services, hygiene and secu-rity on Sziget?)

Tab. 19: Responses regarding the visitors´ quality of services, hygiene and security satisfaction of Sziget Festival Source: Author’s survey, (2015)

For the satisfaction regarding the quality of services, hygiene and security on the fes-tival, 65 (86.7%) people gave an answer. 10 (13.3%) have not answered this question


out 75 respondents who have visited the festival. There were 5 different choices where the respondents could choose from. 1 was poor and 5 was excellent. The majority of the people, 33 (44%) gave 5 points, 21 (28%) gave 4, 8 (10.7%) gave 3, 2 (2.7%) gave 2 and 1 (1.3%) gave 1 point for that. 10 people (13.3%) have not answered this question. 3 people filled out this question and gave 3 points, although they did not attend on the event.

Question # 17 Please state 3 positivity regarding the Sziget festival that can affect the image of Budapest!)

Tab. 20: Positive responses regarding the Sziget Festival´s ability to affect the image of Budapest Source: Author’s survey, (2015)

The open question regarding the positive points of Sziget festival that can affect the image of Budapest, was answered by both from those 21 (28%) who visited the event and those 2 (1.9%) who did not. Out of the 186 respondents, 22 filled out this question. 7 (12.1%) out of the Sziget visitors gave the answer, open-mindedness is a great posi-tivity. Performers was the second most mentioned point.

Question # 18 (Please state 3 negativity regarding the Sziget festival that can affect the image of Budapest!)


Tab. 21: Negative responses regarding the Sziget Festival´s ability to affect the image of Budapest Source: Author’s survey, (2015)

The open question regarding the negative points of Sziget festival that can affect the image of Budapest, was answered by both from those 19 (25.3%) who visited the event and 1 (1%) who did not. Out of the 186 respondents, 20 filled out this question. 5 (11.6%) out of the Sziget visitors gave the answer, garbage is a huge negativity. Crowd was the second most mentioned point.

Question # 19 (What is your general evaluation of Sziget festival?)


Tab. 22: Respondents´ general evaluation of Sziget Festival Source: Author’s survey, (2015)

60 (80%) people from those who attended the festival answered this question. 31 (41.3) gave 5, 21 (28%) gave 4, 2 (2.7%) gave 3 and 6 (8%) gave 2 points. 7 respondents who did not attend the event answered these questions. 2 (1.9%) gave 5, 1 (1%) gave 4 and 4 (3.8%) gave 3 points. On the 5 points scale 1 was for poor and 5 meant excellent.

Question # 20 (Whether and to what extent do you agree that Sziget festival boosts the city image of Budapest?)


Tab. 23: Responses regarding the Sziget Festival´s ability to boost the image of Budapest Source: Author’s survey, (2015)

The question regarding Sziget festival´s ability to boost the image of Budapest was answered by 51 (68%) of those who attended the festival, and by 10 (9.5%) of those who were not participating on the festival. 27 (36%) who were on the festival, strongly agreed on, that the festival can boost the image of Budapest. 19 (25.3%) gave 4 points.

Question # 21 (Compared to other events and festivals, do you think Sziget festival could best represent the image of Budapest?)


Tab. 24: Responses regarding the Sziget Festival could best represent the image of Budapest consider-ing other Hungarian festivals Source: Author’s survey, (2015)

For the question that Sziget could best represent the image of Budapest considering other Hungarian festivals, 180 people gave an answer. From those who attended 40 (53.3%) said yes and 8 (10.7%) disagree with the statement. From those who did not attend 3 (2.9%) gave yes and 1 (1%) gave no as an answer.

Question # 22 (Could you give some suggestions for the improvement of Sziget festival as means to boost the city image of Budapest?)

Tab. 25: Respondents suggestions regarding the Sziget Festival´s improvement to boost the city image of Budapest Source: Author’s survey, (2015)

The last question, considering Sziget festival was about further suggestions from the visitors’ point of view, that can improve the festival, in order to boost the image of Budapest. Many wrote the price could be cheaper. They could pay more attention on the hygiene factors and the infrastructure.

16.4 Questions about Café Budapest Festival Question # 23 (Have you visited Cafe festival?)


Tab. 26: Responses regarding visiting Budapest Cafe Festival Source: Author’s survey, (2015)

The following part of this chapter was dedicated to the findings of the questions 23-33 about the Budapest Cafe Festival. Regarding the respondents´ travel experience to Budapest Cafe Festival, it was found that 28 respondents (15.1%) have visited Buda-pest Cafe, 106 (57%) the majority of the people have never visited the festival. The question was answered by 134 (72%) respondents, therefore there were 52 (28%) inva-lid responses.

Question # 24 (How many times have you visited Cafe festival?)

Tab. 27: The number of visits among the respondents who have been to Budapest Cafe Festival Source: Author’s survey, (2015)

Regarding the respondents´ number of visits to Budapest Cafe Festival, it was found that 1 respondent (0.5%) has visited the festival more than 5 times, 7 (3.8%) have vis-ited 3-5 times, 4 (2.2%) have visited twice and 11 (5.9%) have visited once the Buda-pest Cafe Festival. 90 (48.4%) answered that they have never been there and 73 peo-ple did not answer the question, therefore there were 113 (60.8%) valid responses.

Question # 25 (Did you go alone or in company for Café Budapest?)


Tab. 28: The number of respondents who went alone or in company to Budapest Café Festival Source: Author’s survey, (2015)

The next question was observing the respondents the way whether they went alone or in company to the festival. 21 (75%) went in company and 7 (25%) people did not an-swer this question out of 28 respondents who were attending on the festival. 4 people answered this question, although they did not attend the festival.

Question # 26 (Why did/would you choose Café Budapest festival?)

Tab. 29: Most frequently mentioned visit purpose among respondents, who have visited Budapest Café Festival Source: Author’s survey, (2015)

Most of the people chose it because of the performers 21 (44%). 16 (34%) because of location, 9 (19.1%) due to the high quality and 1 (2.1%) because of the affordable pric-es. 26 respondents gave an answer for this question That makes 14% out of the total 186 respondents. 160 (86%) did not give an answer.

Question # 27 (Have you been satisfied with the quality of services, hygiene and security on Café Budapest?)


Tab. 30: Responses regarding the visitors´ quality of services, hygiene and security satisfaction of Bu-dapest Café Festival Source: Author’s survey, (2015)

For the satisfaction regarding the quality of services, hygiene and security on the fes-tival, 21 (75%) people gave an answer. 7 (25%) have not answered this question out 28 respondents who have visited the festival. There were 5 different choices where the respondents could choose from. 1 was poor and 5 was excellent. The majority of the people, 11 (39.3%) gave 5 points and 10 (35.7%) gave 4 points for that. 5 people filled out this question, although they did not attend on the event.

Question # 28 Please state 3 positivities regarding the Café Budapest festival that can affect the image of Budapest!)


Tab. 31: Positive responses regarding the Budapest Cafe Festival´s ability to affect the image of Buda-pest Source: Author’s survey, (2015)

The open question regarding the positive points of Cafe festival that can affect the image of Budapest, was answered by 4 (14.3%) who visited the event. 3 (27.3%) out of the Cafe visitors gave the answer, carefully selected contemporary artists from all over the world is a great positivity. 4 (36.4%) considered special programs the most important ones.

Question # 39 (Please state 3 negativities regarding the Café Budapest festival that can affect the image of Budapest!)

In case of negative points, nobody wrote anything to this particular question.

Question # 30 (What is your general evaluation of Café Budapest festival?)

Tab. 32: Respondents´ general evaluation of Budapest Cafe Festival Source: Author’s survey, (2015)

21 (75%) people from those who attended the festival answered this question. 10 (35.7) gave 5, 11 (39.3%) gave 4 points. 5 respondents who did not attend the event answered this question. 1 (0.9%) gave 4, 1 (0.9%) gave 3 and 3 (2.8%) gave 1 point. On the 5 points scale 1 was for poor and 5 meant excellent.

Question # 31 (Whether and to what extent do you agree that Café Budapest festival boosts the city image of Budapest?)


Tab. 33: Responses regarding the Budapest Cafe Festival´s ability to boost the image of Budapest Source: Author’s survey, (2015)

The question regarding Budapest Cafe festival´s ability to boost the image of Buda-pest was answered by 21 (75%) of those who attended the festival, and by 6 (5.7%) of those who were not participating on the festival. 8 (28.6%) who were on the festival, strongly agreed on, that the festival can boost the image of Budapest. 12 (42.9%) gave 4 points.

Question # 32 (Compared to other events and festivals, do you think Café Budapest festival could best represent the image of Budapest?)


Tab. 34: Responses regarding the Budapest Cafe Festival could best represent the image of Budapest considering other Hungarian festivals Source: Author’s survey, (2015)

For the question that Budapest Cafe could best represent the image of Budapest con-sidering other Hungarian festivals, 30 people gave an answer. From those who at-tended 5 (17.9%) said yes and 17 (60.7%) disagreed with the statement. From those who did not attend 1 (0.9%) gave yes and 7 (6.6%) gave no as an answer.

Question # 33 (Could you give some suggestions for the improvement of Café Buda-pest festival as means to boost the city image of Budapest?)

Tab. 35: Respondents suggestions regarding the Budapest Cafe Festival´s improvement to boost the city image of Budapest Source: Author’s survey, (2015)

The last question, considering Budapest Cafe festival was about further suggestions from the visitors’ point of view, that can improve the festival, in order to boost the image of Budapest. There was only one suggestion, that did not give a correct answer for the question, therefore this can not be analysed.


17. Interpretation of Hypotheses This part gives interpretations of hypotheses that have been made for this study. This will be carried out through the discoveries connecting to the discoveries of the litera-ture review in BA 1. The principle objective of this study was to investigate the extent of how music festival tourism affect the image of Budapest. In this manner, the writer utilized independent sample T test and Crosstabs techniques to test the hypotheses.

The t-test is utilized to look at the estimations of the methods from two samples and test whether it is likely that the samples are from populaces having distinctive mean values.

At the point when two samples are taken from the same populace it is uncommon that the means for the two samples will be indistinguishable. At the point when two sam-ples are brought from two populaces with altogether different means values, it is like-ly that the means for the two samples will contrast. (University of the West of Eng-land, 2016)

17.1 Research question 1 How does Sziget festival affect Budapest as a tourist attraction?

To answer this research question, the following hypotheses were developed:

H1: People who visited Sziget festival perceive the city more positively.

The author of this study links this hypothesis to question number 20 of the questionnaire formulated for this research (see Appendix A).

Tab. 36: Comparison between the average perceptions of those people who visited Sziget Festival, and those who did not Source: Author’s own investigation based on the results from the SPSS statistical program, (2015)

An independent-samples t-test was conducted to compare the general perception about Budapest among participants who visited Sziget and those who not. The de-pendent variable was the general perception about Budapest and there were two in-


dependent variable those who visited the Sziget festival, and those who did not attend the festival. There was a significant difference in the points of non-visitors (N= 104, M=3.9, SD=1) and visitors (N=72, M=4.17, SD=1.035). Conditions; t(174)= -1.690, p=0.093)

17.2 Research question 2 How does Sziget festival affect the host community´s perception about Budapest

H2: People from the host community who visited Sziget have a more positive percep-tion about Budapest.

Tab. 37: Comparison between the average perceptions of those local Budapest residents who visited Sziget Festival, and those who did not Source: Author’s own investigation based on the results from the SPSS statistical program, (2015)

An independent-samples t-test was conducted to compare the general perception about Budapest among those participants who live in Budapest and visited Sziget and those who live in but not visited the event. The dependent variable was the general perception about Budapest and there were two independent variable those who visit-ed the Sziget festival, and those who did not attend the festival. There was not a sig-nificant difference in the points of non-visitors (N= 14, M=3.5, SD=1.16) and visitors (N=24, M=4.42, SD=0.929). Conditions; t(36)= -2.677, p=0.11)

17.3 Research question 3 How does Budapest Cafe festival affect Budapest as a tourist attraction?

To answer this research question, the following hypotheses were developed:

H3: People who visited Budapest Cafe festival perceive the city more positively.


Tab. 38: Comparison between the average perceptions of those people who visited Budapest Cafe Festi-val, and those who did not Source: Author’s own investigation based on the results from the SPSS statistical program, (2015)

An independent-samples t-test was conducted to compare the general perception about Budapest among participants who visited Budapest Café festival and those who not. The dependent variable was the general perception about Budapest and there were two independent variable those who visited the Cafe festival, and those who did not attend the festival. There was not a significant difference in the points of non-visitors (N= 106, M=3.87, SD=1.105) and visitors (N=27, M=4.44, SD=0.892). Condi-tions; t(131)= -2.509 p=0.13)

17.4 Research question 4 How does Budapest Cafe festival affect the host community´s perception about Buda-pest?

H4: People from the host community who visited Budapest Café festival have a more positive perception about Budapest.

Tab. 39: Comparison between the average perceptions of those local Budapest residents who visited Budapest Cafe Festival, and those who did not Source: Author’s own investigation based on the results from the SPSS statistical program, (2015)

An independent-samples t-test was conducted to compare the general perception


about Budapest among those participants who live in Budapest and visited Café festi-val and those who live in but not visited the event. The dependent variable was the general perception about Budapest and there were two independent variable those who visited the Cafe festival, and those who did not attend the festival. There was a significant difference in the points of non-visitors (N= 15, M=3.8, SD=1.146) and visi-tors (N=13, M=4.46, SD=1.127). Conditions; t(26)= -1.535, p=0.137)

17.5 Research question 5 What is the main target audience of Budapest with Sziget?

H5: Those people who visit Budapest because of Sziget are in the age group of 20-29, have a higher education and singles.

Tab. 40: The main target audience of Budapest with Source: Author’s own investigation based on the results from the SPSS statistical program, (2015)

Based on the results of the questionnaire analysis, many respondents visited Sziget festival. The author felt the necessity to observe what is the main target audience of


Budapest with Sziget festival. Therefore, a hypothesis has been created. The author´s main goal was to observe whether the main target audience is in their 20-29 years, do they acquire a College degree and last but not least are they singles. The table above shows that 180 people gave a valid answer for the questions of education, marital sta-tus and age. This makes 96.8% valid response out of the total number of 186 respond-ents. The first table that observes their education level, indicates that 24, so most of the respondents who visited the festival, acquires a college degree. Out of 180 75 vis-ited the festival and 105 did not attend the event. The second table observes the re-spondents´ marital status. 42 out of 75 are singles. 24 of live with another person and 8 respondents are married. The last table regarding the age group. 51 respondents are from 20-29. Therefore, the hypothesis can be accepted. Those people who visit Buda-pest because of Sziget are in the age group of 20-29, have a higher education and sin-gles.


18. Conclusion Tourism in these days is an exceptionally vital and competitive industry for the coun-tries. In that case if a nation objects to emerge from the group of destinations and cre-ate competitive benefit, it needs to put extensive exertion in the working on its image and brand, since the impression of the overall population is essentially created from the procedure through which a nation advertises itself. There is no straightforward marketing idea, which could make or change the view of a nation amongst the overall population. Creation of low quality items and services, lacking promotion, no clarified image or brand, uneven government strategies and non-suitable infrastructure will not create a good impression of a country.

When a nation needs to succeed in the worldwide and very competitive environment, it needs to demonstrate its value through the noteworthy and the administration of its strong points, which cannot be accomplished exclusively with a costly advertising strategy or through a chaotic and unstructured nation brand image. In the present times of globalization, nations continually need to observe their part on the interna-tional tourism market, think about their notoriety and keep up their image. They should likewise show responsibility towards their brands abroad and hence make and deal with these brands to support them. A positive notoriety and the impact of a pow-erful communication might be ultimately reflected in the actions of a country in the global environment and in the positive recognitions from the perspectives of the over-all population. Since nations, which are commonly observed as significant makers of community opinions, have contrasted with different countries without a doubt better competitive benefits. It is vital to guarantee the rightness of the imparted image of the nation, since this image needs to relate with the truth and mirror the present cir-cumstance of the state. The marketing communication and its impact on the ad-vancement of a nation or a city ought not be underrated, though it may not change the general image and perception of a certain nation or city.

18.1 Implications of the study Despite the fact that Hungary's, and Budapest's festival tourism is moderately quick-ly developing, because of the expanding number of music, gastronomy and other cele-brations in every year, the impression of the general national and worldwide gather-ing of people towards the city that is influenced by these celebrations, have not yet got enough academic consideration. The outcome of this study mostly filled the gab by approaching the Budapest image amongst national and international respondents from 14 different countries. These days, the Internet offers an extensive variety of data, however according to the extensive literature review, the discoveries of this study, may be the first analysing the apparent image of Budapest and how does it


affected by the music festival tourism, from a point of view of such a differing sample of respondents. Thusly, the outcomes and discoveries of this examination may be con-sidered as significant and extra to current literature about the image of Budapest, and could be utilized for the further improvement of the brand and image of Buda-pest.

18.2 Limitations and recommendations for further research The sample of this study was not controlled by any particular prerequisites for the country of origin of the respondents and in this manner individuals from each nation on the planet could take part in this survey. The total number of respondents was 186 and this sample cannot be seen as representative for the entire populace of the world, along these lines it can be considered as a primary limitation. Moreover, if the same study had been directed in an alternate country than Austria and by an alternate write, the quantity of the respondents and also their nationalities would most likely have been distinctive. Thusly, the general consequences of such a second study may have contrasted from the outcomes of this thesis. The fact that the survey for this study was offered just in English language should be seen as an impediment, since because of the assortment of the respondents’ nationalities, some questions or attrib-utes of the survey might not have been comprehended the way the author planned and could along these lines have prompted a prejudice of the answers. A further re-striction of this study may be found in the choice of the models and literature utilized for the creation of the questionnaire, since because of the constrained time for the ex-ploration of this study, not the all the accessible models and theories on the explora-tion of perception of destination and city images could be considered and actualized in the empirical part of this study. Likewise the attributes utilized for the estimation of the perceptions might be distinctive, if creation is based on other writings than was utilized by the author in case of this thesis.

The way that one of the channels utilized for the dissemination of the online survey was the writer's own Facebook account, may have created biased outcomes, since the respondents, who personally know the writer, may have demonstrated answers which were affected by their own relationship to the writer and along these lines these an-swers might differ in relation to those of the respondents who did not know any Hun-garian individual. Another primary limitation of this thesis is the generally small number of literature particularly considering the measurement of the image of Buda-pest. The study was led keeping in mind the end goal to investigate how the percep-tions of Budapest are impacted by Sziget and Budapest Café festivals. The study in-cluded respondents who have been to Budapest, furthermore who have not been there yet. The data analysis, moreover considered in separate groups those respondents who have been in Budapest before or not, and those who have visited one of these fes-


tivals before or not. Since this research tried to determine the perceptions towards Budapest as a capital, as well as a music festival tourism destination, further re-search could be made with much broader sample groups.


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VII. Appendix

A survey on the effect of music festival tourism on the image of Budapest

Hi, my name is Gergő Jeles and I am a student of the University of Applied Sciences Salzburg. I am studying Innovation & Management in Tourism and I am currently in the final semester of my degree program, completing my Bachelor Thesis that focuses on the effect of Sziget and Budapest Cafe festivals on the image of Budapest.

I created this survey in order to find out, to what extend these festivals affects the perceived image of Budapest.

I would be glad if you would take a few minutes and fill out this questionnaire.

This questionnaire aims to collect data that will be only used for the purpose of this research.

Your responses are completely anonymous and will be treated highly confidential!

If you have any questions, don't hesitate to contact me via Email:

[email protected]

1. Please select your age group: under 21 [ ] 20-29 [ ] 30-39 [ ] 40-49 [ ] 50-59 [ ] 60 and over [ ]

2. What is your gender? Male [ ] Female [ ]

3. What is your nationality? ……………………..

4. What is your highest completed level of education?

High school or equivalent [ ] Vocational/Technical School [ ]

Some College [ ] College Degree [ ] Master Degree [ ] Doctoral Degree [ ]

5. What is your current marital status?

Single [ ] Married [ ] Living with another [ ] Would rather not say [ ]

6. Which of the following best describes the area you live in?

Urban [ ] Suburban [ ] Rural [ ]


7. Which of the following categories best describes your primarily area of em-ployment (regardless of your actual position)? Education Primary / Secondary [ ] Education College / University [ ] Educa-tion other [ ] Unemployed [ ] Employed [ ] Self-Employed [ ] Retired [ ] Other [ ]

8. Have you ever been to Budapest? Yes [ ] No [ ] I live in Budapest [ ]

9. Please list anything that comes to your mind if you think about Budapest …………………………………

10. What is your general perception of Budapest? Very negative [ ] Negative [ ] Neutral [ ] Positive [ ] Very positive [ ]

11. What was/would be the main purpose of your travel to Budapest? Business [ ] Leisure [ ] Visit friends and family [ ] Festival tourism [ ] I live in Budapest

Questions about Sziget Festival

12. Have you visited Sziget Festival?

Yes [ ] No [ ]

13. How many times have you visited Sziget Festival? Once [ ] Twice [ ] 3-5 times [ ] 5+times [ ] Never [ ]

Please answer these questions only if you have visited the festival!

14. Did you go alone or in company for Sziget?

Alone [ ] In company [ ]

15. Why did/would you choose Sziget festival? High quality [ ] Affordable [ ] Location [ ] Performers [ ]

16. Have you been satisfied with the quality of services hygiene and security on Sziget?


Poor …. Excellent

17. Please state 3 positivities regarding the Sziget festival that can affect the im-age of Budapest!

18. Please state 3 negativities regarding the Sziget festival that can affect the im-age of Budapest!

19. What is your general evaluation of Sziget festival? Poor …. Excellent

20. Whether and to what extent do you agree that Sziget festival boosts the city image of Budapest?

1, 2, 3, 4, 5

21. Compared to other events and festivals, do you think Sziget festival could best represent the image of Budapest?

Yes [ ] No [ ]

22. Could you give some suggestions for the improvement of Sziget festival as means to boost the city image of Budapest?

Questions about Cafe Budapest festival

23. Have you visited Cafe festival? Yes [ ] No [ ]

24. How many times have you visited Cafe festival? Once [ ] Twice [ ] 3-5 times [ ] 5+times [ ] Never [ ]

Please answer these questions only if you have visited the festival!

25. If yes, did you go alone or in company for Cafe Budapest? Alone [ ] In company [ ]

26. Why did/would you choose Cafe Budapest festival? High quality [ ] Affordable [ ] Location [ ] Performers [ ]


27. Have you been satisfied with the quality of services, hygiene and security on Budapest Cafe festival? Poor …. Excellent

28. Please state 3 positivities regarding the Budapest Cafe festival that can affect the image of Budapest! ………………………

29. Please state 3 negativities regarding the Budapest Cafe festival that can affect the image of Budapest! ………………………

30. What is your general evaluation of Budapest Cafe festival? Poor …. Excellent

31. Whether and to what extent do you agree that Cafe festival boosts the city im-age of Budapest? 1, 2, 3, 4, 5

32. Compared to other events and festivals, do you think Budapest Cafe festival could best represent the image of Budapest?

Yes [ ] No [ ]

33. Could you give some suggestions for the improvement of Budapest Cafe festi-

val as means to boost the city image of Budapest? …………………..

Thank you for participating in this survey! All information obtained will be treated anonymously and absolutely confidential. For clarifications and further enquiries, please contact the researcher through the following details:

Gergő Jeles

Urstein Süd, 1 5412

Puch/Salzburg – Austria

E-mail: [email protected]


Affidavit

I herewith declare on oath that I wrote the present bachelor thesis without the help of third persons and without using any other sources and means listed herein; I further declare that I observed the guidelines for scientific work in the quotation of all unprinted sources, printed literature and phrases and concepts taken either word for word or according to meaning from the Internet and that I refer-enced all sources accordingly.

This thesis has not been submitted as an exam paper of identical or similar form, either in Austria or abroad and corresponds to the paper graded by the assessors.

___________________________ Place, Date Name and Signature of student

Documents

The Effect of Music Festival Tourism on the Image and Community of Budapest - Gergö Jeles