Assignment background:
The organisers of a large music event in Brisbane want to develop a better understanding of attendee motives. From previous iterations of delivering the event, the managers know that the event attracts tourists and non-tourists (definitions provided below). The event organisers want to develop understanding of:
(1) The demographic profile of attendees;
(2) The relative importance of each motive tested;
(3) Whether the motives of tourists and non-tourists are different;
(4) Whether attendees’ event satisfaction is correlated with intentions to attend the event next year.
To complete the assignment you are required to:
– Write a brief literature review (300-400 words) in relation to event motives and event tourist motives that includes a minimum of three academic references. The review should contain research questions to frame the analysis, which follows.
– Write a brief method section, which outlines the analysis procedures used and provides an outline of quantitative research.
– Present a demographic profile of attendees in the form of a frequency table including each of the demographic variables captured.
– Present a table containing the means and standard deviation values for each of the event motives, plus the event satisfaction and future intentions questions for tourists, non-tourists and the whole sample.
– Conduct t-tests to examine whether any differences in event motives, between the tourist and non-tourist groups are significant (this analysis should be in the table with the means).
– Conduct three correlations to examine the strength of the relationship between event satisfaction and future intention to attend the event (i.e., in 2015) for the total sample, tourists and non-tourists. Correlations (r = ) should be presented in the text not in a table.
Students will receive clear guidance on the completion of each stage of the analysis in tutorials from week 6-10. Further details on this assignment can be obtained from the data file (questionnaire etc.), and the marking guidelines.
Report Format:
Style Requirements:
• 1.5 line spacing.
• Remember an evaluation report is succinct and to the point. Make sure everything you write is meaningful. Succinct writing is much better than taking many words to explain what you mean. Spend effort in cleaning up your writing.
• Marking will be concentrated on:
• your processes
• the results, conclusions and recommendations sections
• Keep an electronic copy of your coded data, it may be requested for marking.
Report outline:
The report should be of a professional evaluative style that would be easily understandable to the event organisers and relevant stakeholders.
Introduction/literature review:
What the purpose of the report is; what you have done; how you did it and why you did it/why it is important? Introduction should include a brief introduction of the event and a literature review exploring event attendee and tourist motives with a minimum of 3 academic references. Students should also present research questions, which frame the analysis of data.
Research methods:
What was the research design? How was the data analysed?
Results:
What was found (what came from the analysis)? A description/report plus any tables that may help explain. The presentation of tables for the report will be covered in computer lab sessions
Conclusions:
Your interpretation of what the data says; what the results mean. The conclusion should follow logically from the analysis, not just repeat the analysis but restate the problem and apply research outcomes to the problem. Apply overall finding generally to future research.
Recommendations:
What might the event organisers do to improve the event in the future based on the data collated on motives, satisfaction and intentions? e.g. “It is recommended that: