WHAT BRINGS PEOPLE TO AN UNCONVENTIONAL FESTIVAL ON A COLD NIGHT?: AN UNDERSTANDING OF AUDIENCE INVOLVEMENT AT THE BELTANE FIRE FESTIVAL

Abstract

The key aim of this project is to evaluate the 2011 audience consumption of the Beltane Fire Festival (BFF) in order to inform the future development of the festival. The objectives are to: first, investigate the demographics, attitudes and profile of the 2011 audience; second, investigate customer needs which they may be seeking to satisfy at the 2011 festival; and, finally, to develop a typology of audience groupings. Such work has precedents in various studies (Chang, 2006; Lee, Lee & Wicks, 2004). Investigation of the typology will be based on demographics; attendees’ motives and needs; their perceptions of BFF as a ritual and/or performance; and attitudes to change and spirituality. A substantially quantitative research methodology will be adopted, comprising two distinct phases. First, prior to the audience survey, a pilot study will be undertaken involving the current performers/volunteers. Second, informed by this pilot, a survey of the 2011 audience will be conducted on a face-to-face basis. Data analysis will be facilitated by SPSS. Analysis will be undertaken with the application of quantitative methods often used in marketing and higher education and triangulated with findings of a qualitative study pertaining to the BFF development. This study has been informed by an earlier qualitative study by the authors. Indicative findings will centre upon the following key areas: a typology of audience groupings based on demographics, profile, motives and spiritual attitudes. In conclusion, this paper will contribute to existing work on festival audiences and will provide an insight into the contribution of relevance of spiritual beliefs to audience groupings.