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What Motivates Young People to Attend Music Festivals and What Role Do Peer Pressure and Alcohol Consumption Play in Attendance?

Journal of Hospitality Application and Research

Volume 10 Issue 1

Published: 2015
Author(s) Name: Kerryn Gill, Claudia Ollenburg, Robert Nash | Author(s) Affiliation: Bond University, Gold Coast, Queensland, Australia.
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Abstract

Australia is host to over 350 music festivals every year however, it has become apparent that very little work has been done to determine why young people choose to consume large amounts of alcohol at these events and in turn, what role peer pressure plays in their decisions. This study adds to research, investigating the motivations of those who attend music festivals, as well as exploring how peer pressure impacts young peoples choice to attend and consume alcohol. Data was collected from students attending four Queensland Universities and identifies the importance of alcohol consumption to attendees. This study both substantiates previous research, as well as support academic theories.

Keywords: Alcohol, Festivals, Australia

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