Vad motiverar människor att besöka musikfestivaler? : En kvantitativ studie kring besökares interna motivation 

Sammanfattning: The main goal of this study is to examine customers’ internal motivation and to investigate how motivational factors affects re-visits within music festivals. The study focuses on a customer perspective and has a quantitative approach. In order to obtain empirical data, the study has conducted a survey with 157 participants from ages of 18- 64. Statistical Package for the Social Sciences (SPSS) was used to generate the empirical data and was computed into Linear regression, Cronbach’s alpha and Mean values. Results showed that entertainment and novelty were positive towards return visitation. Socialization and excitement turned out to be two factors that motivated visitors internally but had no significant effect on their decision to make a return visitation.