Towards better understanding electronic music festivals motivation

Electronic music festivals became one of the most successful forms of tourism for young adults. In the paper, authors aimed to explored the motivation and the perception of the potential visitors of electronic music festivals in Croatia and to identify the key dimensions of electronic music festivals. Instrument used for the primary research was a structured on-line questionnaire distributed among students of the University of Zagreb. In total, 350 questionnaires were collected and analyzed. Factor analyses resulted with three factors concerning motivation (music and fun, travel, socialization). Motives with the highest mean value are closely related with the core of electronic music festival offer, but other motives should not be neglected. Paper provides several recommendations for the improvement of electronic music festival offer and suggest the direction and possibilities for the future research.