Copyright 2013, Dedde Barber

RENAISSANCE FAIRES AND FESTIVALS:

MOTIVATIONS AND PERCEIVED VALUE

OF VISITORS TO A SMALL TEXAS FAIRE

by

DEDDE BARBER, B.S.

A THESIS

IN

NUTRITION HOSPITALITY AND RETAIL DEPARTMENT

Submitted to the Graduate Faculty

of Texas Tech University in

Partial Fulfillment of

the Requirements for

the Degree of

MASTERS OF SCIENCE

Approved

Dr. Betty L. Stout

Chairperson of the Committee

Dr. Jessica Yuan

Accepted

Dr. Dominick Casadonte, Jr.

Interim Dean of the Graduate School

December, 2013

Copyright 2013, Dedde Barber

Texas Tech University, Dedde Barber, December 2013

ii

ACKNOWLEDGMENTS

First of all, I want to thank and praise my Savior Jesus Christ. Without Him as the

foundation of my life my accomplishments would be as nothing. He is my strength and my

fortress. I give Him thanks and the glory for His guidance while completing this thesis.

I would not have been able to accomplish as much as I have if it weren’t for my research

partner, Wayne Barber. He has given me financial, as well as, moral support during my

undergraduate and master’s degree. He has been with me through my pilot study and my data

collection for this thesis. He has been a truck driver, handyman, my greatest critic, my best

friend, and my husband of 31 years. Thank you for making me laugh when I wanted to cry. You

were given to me from God above and I thank Him for you.

I would like to convey my sincere thanks to Dr. Betty Stout, my thesis chair and travel

and tourism instructor. She has inspired me to explore a segment of hospitality I had not

consider in my career choice. Without her encouragement I would not have enrolled in the

Travel and Tourism College or Texas Event Leadership Program. These two programs have

opened opportunities never before imagined. I have known Dr. Stout for 4 years and have been

blessed to be her student during this time. She will forever be in my thoughts and prayers.

Thank you again, Dr. Stout for your patience and perseverance in helping me through my thesis.

Another individual I would like to thank is my thesis committee member, Dr. Jessica

Yuan. To be honest, Dr. Yuan can be a little intimidating, but she has guided me through a

couple finance and research classes as an undergraduate and master’s student. Finance is a weak

area for me; however, with her guidance, instruction, and patience I was able to survive these

classes. Dr. Yuan inspired me toward choosing Renaissance Festivals/Faires for my thesis topic.


iii

It was under her guidance that my pilot study was executed at a small Texas faire. She will

forever be in my thoughts and prayers as well. Thank you again, Dr. Yuan for your patience and

perseverance in helping me through SPSS analysis for my thesis.

A gracious thank you for two of the knights of the realm: Dustin Stephens and Keith

Waddoups. These gentlemen graciously granted us access into Four Winds Renaissance Faire to

gather the research data needed for this thesis. These fine knights bestowed free tickets for the

two drawings we organized to next year’s (2014) faire. Also, special thanks to the entire Four

Winds community for making us feel welcome.

Last of all I would like to thank my long-time friend Yvonne Lackey, my sister Robin

Mastin, and Hyeryeon Lee. These wonderful friends have listened to my tales of woe for over a

year. Thank you, ladies. A special thanks to Christina Dimitriou whose advice was valuable in a

decision made over 2 years ago. Another special thank you to I Hsuan Shih: thank you for the

fresh fruit when I most needed it and the discussions we had about thesis writing. You all are

dear to my heart and I am blessed to have you in my life. Thank you again, dear friends. You

are in my thoughts and prayers.


iv

TABLE OF CONTENTS

ACKNOWLEDGMENTS ............................................................................................... ii

ABSTRACT ..................................................................................................................... vi

LIST OF TABLES .......................................................................................................... vii

LIST OF FIGURES ....................................................................................................... viii

I. INTRODUCTION ..........................................................................................................1

Brief History .....................................................................................................................1

Purpose of the Study ........................................................................................................4

Objective of the Study ......................................................................................................4

II. REVIEW OF LITERATURE ......................................................................................5

Overview ..........................................................................................................................5

Renaissance Era and Renaissance Festivals/Faires ......................................................... 5

Motivation to Attend Festivals .........................................................................................7

Perceived Value ................................................................................................................9

Intrinsic/Extrinsic Motivation Theory ............................................................................12

Plog’s Push/Pull Motivation Theory ..............................................................................12

III. METHODOLOGY ....................................................................................................14

Purpose of the Study ......................................................................................................14

Objective of the Study ....................................................................................................14

Instrument Development ................................................................................................14

Pilot Study ......................................................................................................................15

Study Site .......................................................................................................................15

Research Procedures ......................................................................................................18

Conceptual Framework ..................................................................................................20

IV. FINDINGS/RESULTS ..............................................................................................22

Data Analysis .................................................................................................................22

Open-Ended Comments .................................................................................................28

V. CONCLUSIONS/LIMITATIONS/RECOMMENDATIONS .................................30

Conclusions ....................................................................................................................30


v

Limitations of the Study ...................................................................................................32

Recommendations ............................................................................................................32

Event Management Recommendations ............................................................................33

REFERENCES ...................................................................................................................35

APPENDICES ....................................................................................................................39

A. HUMAN SUBJECT PROPOSAL AND SUPPORTING DOCUMENTS ...............39

B. SOLICITATION LETTER AND ACCEPTANCE ...................................................50

C. SAMPLE OF INSTRUMENTS ...................................................................................53

D. MAPS AND EVENT PROGRAM ...............................................................................61

E. RESPONDENTS’ OPEN-ENDED COMMENTS .....................................................64


vi

ABSTRACT

Although there is increased popularity of Renaissance Festivals/Faires throughout the

United States there has been little current research on visitors’ motivation for attending these

events. The purpose of this research was to discover visitors’ motivations for attending small

Renaissance Festivals/Faires and to explore the visitors’ perceived value for attending the

Renaissance Festival/Faire. The study was conducted in April 2013 at the Four Winds

Renaissance Faire in Troupe, Texas. A questionnaire on motivations and perceived value for

attending the faire was distributed by researchers in Renaissance attire to attendees during the

two days of data collection. Results of the study indicate respondents enjoyed the variety of

activities that a Renaissance Festival has to offer. The respondents liked being with others who

enjoyed the same experience involved with Renaissance Festivals/Faires. The majority of the

respondents’ perceived value for attending Renaissance Festivals/Faires was that Festivals/Faires

are good for the community. Demographic analysis disclosed that attendees were willing to

travel a distance of 128 miles to attend the faire. Males comprised 35.8% of the sample of 123

respondents; females 64.2%. Lower income respondents were more involved with the

Renaissance Festival/Faire atmosphere and culture than those at middle and high incomes.

KEYWORDS: motivation, perceived value, Renaissance Festivals/Faires


vii

LIST OF TABLES

4.1 MOTIVATIONS FOR ATTENDING RENAISSANCE FESTIVALS/FAIRES ................ 22

4.2 PERCEIVED VALUE OF RENAISSANCE FESTIVALS/FAIRES ............................... 23

4.3 ANOVA MOTIVATION AND INCOME GROUP RESULTS .................................... 24

4.4A ANOVA MOTIVATION GENDER RESULTS ....................................................... 25

4.4B GENDER PERCENTAGES . ................................................................................... 25

4.5 RESPONDENTS INTENT TO REVISIT A RENAISSANCE FESTIVAL/FAIRE ............. 26

4.6A DEMOGRAPHICS ON AGE AND ATTENDANCE . .................................................. 26

4.6B MILEAGE DEMOGRAPHICS ................................................................................ 27

4.6C OCCUPATIONAL DEMOGRAPHICS ..................................................................... 28


viii

LIST OF FIGURES

1.1 FOUR WINDS RENAISSANCE VILLAGE ........................................................... 2

1.2 CENTAUR, A MYTHICAL CHARACTER ............................................................. 3

2.3 TEXAS RENAISSANCE FESTIVAL ..................................................................... 6

2.4 SHERWOOD FOREST FAIRE .............................................................................. 6

2.5 FOUR WINDS RENAISSANCE FAIRE. ................................................................ 7

2.6 INDIVIDUALS COME TOGETHER TO HAVE FUN ................................................ 13

3.7 FAIRE FOUR WINDS RENAISSANCE FAIRE FRONT GATE ................................. 16

3.8 DUSTIN STEPHENS, CEO/FAIRE DIRECTOR .................................................... 16

3.9 KRISTIN STEPHENS, CO-OWNER .................................................................... 17

3.10 KEITH WADDOUPS, CO-OWNER .................................................................... 17

3.11 RESEARCHER AND ASSISTANT IN RENAISSANCE COSTUME ........................... 18

3.12 RESEARCH AND DATA COLLECTION SITE....................................................... 19

3.13 OPENING GATHERING AT FOUR WINDS RENAISSANCE FAIRE.......................... 20


1

CHAPTER I

INTRODUCTION

Brief History

The Renaissance Era, as we know it today, started in Italy and spread throughout Europe

from 1450 - 1600 A.D. thus ending the Middle-ages (erasofelegance.com, 2012). Renaissance

derives its meaning from the Italian word, “rebirth”. This era demonstrated a thirst for

adventure, new ideas and learning, new inventions, and an explosion of music and the arts

(History-world.org, 2012). In addition, this period brought about a change in the social concept

of the day where the nobility was declining and the merchant class was ascending (History-

world.org, 2012).

The culture of the Renaissance Festivals in the United States dates back to the 1950’s.

Folk Musician John Langstaff conducted a music festival using traditional Renaissance revels to

entertain the audience (Revels, 2013). Mr. Langstaff’s productions inspired a schoolteacher to

host a small Renaissance Faire in her backyard in Agoura, California in 1963 (renfaire.com,

2013). This schoolteacher used the Renaissance festival as a tool to teach her students about

Elizabeth I and the Renaissance Era (Swayze, J., 2013). Large and small Renaissance

Festivals/Faires are re-enacted across the country all year around due to the actions of this

schoolteacher (Swayze, J., 2013).

http://history-world.org/renaissance.htm




2

Renaissance Festivals/Faires are laid out to depict an English country village (Swayze, J.,

2013) (see Figure 1). Shops are set up to house Renaissance-themed gifts, carpentry, blacksmith,

Figure 1: Four Winds Renaissance Village in Troupe, Texas

and so forth (Swayze, J., 2013). Food and beverage vendors are established to meet the needs of

shop owners and visitors. The men dress as knights, Lords, highwaymen, or plain country folk

(Swayze, J., 2013). The women dress as wenches, Ladies, and maidens (Swayze, J., 2013).

Additionally, most vendors and some guest revert to speaking Renaissance Festivals/Faires talk

(Marten, 2007). For example, “thee” means you and “thine” means your; “yea” for yes and

“nay” for no; also greeting each other with “good morrow” and “fair thee well” (Marten, 2007).

Furthermore, at larger Renaissance Festivals/Faires you may encounter fairies, mythical


3

creatures, and maybe Chewbacca from Star Wars, and many other science-fiction characters (see

Figure 2).

Figure 2: Centaur, a Mythical Character

The majority of motivational research on Renaissance Festivals/Faires have been

conducted and documented on the International stage. Very little current motivational research

has been conducted and documented in the United States. The research being conducted for this

study will bring better understanding on a visitor’s motivation for attending small Renaissance

Festivals/Faires in the State of Texas in the United States of America.


4

Purpose of the Study

Festivals and events create and environment for individuals to come together to have fun

and improve the quality of life for both residents and visitors. Therefore, the purpose of this

research was to discover the motivation that leads visitors to attend Renaissance Festivals/Faires.

An additional purpose of this study was to explore the visitors’ perceived value for attending this

type of event.

Objectives of the Study

The first objective of this study was to determine the motivation for the respondents’

attendance to a small Renaissance Festival/Faire. The second objective of this study was to

reveal the respondents’ perceived value for attending a small Renaissance Festival/Faire.


5

CHAPTER II

REVIEW OF LITERATURE

Overview

The review of the literature includes an introduction to Renaissance Faires and Festivals

in the U. S. and their growth as a way to celebrate the Renaissance Era. Three Renaissance

Faires in Texas are briefly described. A sampling of theories on motivations to attend festivals is

included. The importance of determining the perceived value of festivals generally and

Renaissance Festivals specifically to individuals and communities included

Renaissance Era and Renaissance Festivals/Faires

The Renaissance Era started in Italy and spread throughout Europe from 1450 - 1600

A.D. (Anno Domini) ending the Middle-ages Era. Renaissance derives its meaning from the

Italian word, “rebirth”. This era demonstrated a thirst for adventure, new ideas and learning,

new inventions, and an explosion of music and the arts. In addition, this period brought about a

change in the social concept of the day where the nobility was declining and the merchant class

was ascending. Finally, Renaissance Festivals/Faires attempt to recreate this era.

Renaissance Festivals/Faires have existed in the United States for approximately 50 years.

The largest Texas festival is the Texas Renaissance Festival hosting from 38,000 to

60,000 visitors on any given weekend during their fall season (see Figure 3).


6

Figure 3: Texas Renaissance Festival

A medium Texas faire example would be Sherwood Forest Faire hosting approximately 6,000

during their spring season (see Figure 4). Sherwood Forest Faire opened its gates approximately

Figure 4: Sherwood Forest Faire

4 years ago. The Four Winds Renaissance Faire is a small Texas faire hosting approximately

250 during their spring season (see Figure 5).


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Figure 5: Four Winds Renaissance Faire

Renaissance Festivals/Faires create an environment for individuals to come together,

have fun, and improve the quality of life for residents, visitors, and vendor of the faire.

Furthermore, the atmosphere of a Renaissance Festival/Faire is very social and can be

stimulating, educational, and exciting no matter the size.

Studies have revealed that motivation is a multifaceted area in tourism and event

(festivals/faires) research (Nicholson & Pearce, 2001). Challenges regarding motivation stem

from various motivational measurements,

A component of a successful festival is a visitor’s satisfaction with the event and their

willingness to repeat the experience (Yolal, Woo, Cetinel & Uysal, 2012). For example, if

the visitors like the variety of things to see and do at a Renaissance Festival/Faire they are more

likely to come back next year or in some cases seek out additional Renaissance Festivals/Faires

to attend.

Motivation to Attend Festivals

Individuals have an innate drive. This innate drive is referred to as motivation (Farlex,

2012). Motivation may be defined, “as the process that initiates, guides, and maintains goal-


8

oriented behaviors” (Cherry, K., 2012). Motivation gives the individual a purpose and direction

for everyday actions (Farlex, 2012). Motivation physically involves our biological, social and

cognitive capabilities, as well as our emotions (Cherry, K. 2012).

In the field of psychology, some authors maintain that motivation has three major

components: activation, intensity, and persistence (Cherry, K., 2012). An example of activation

related to this study reported herein would involve the decision to attend a Renaissance

Festival/Faire, stay at home, or choose to participate in another activity. An example of intensity

would consist of whether to dress in Renaissance attire, or to dress as a science-fiction character,

or wear normal “everyday” clothing. Lastly, an example of persistence would be to attend the

Renaissance Festival/Faire no matter the weather, admittance price, or parking difficulty.

Studies have shown that small festivals and events in the United States have experienced

growth in the past few years (Nicholson & Pearce, 2001). These small festivals/faires impact the

local communities, visitors who attend, vendors who participate, and sponsors who invest in the

festival/faire (Kim, Kim, Ruetzler, & Taylor, 2010). Renaissance Festivals/Faires help revitalize

the past and provide members of their community with additional revenue (Yolal, Cetinel, &

Uysal, 2009).

Over the past several years festivals and events have increased in size and attendance

(Yolal, Cetinel, & Uysal, 2009). Locations have expanded to include not only rural areas, but

urban areas as well. In addition, festivals are becoming competitive because of an increase in the

frequency of these events (Yolal, Cetinel, & Uysal, 2009). Therefore, understanding what

motivates visitors to attend festivals is essential for the events success.

A crucial component for a successful festival is understanding visitor motivation for

attending the event. By understanding visitor motivations festival coordinators can better design


9

their products and services to meet the needs of the consumer (Nicholson & Pearce, 2001).

Small festivals are more dependent on the fervor of the community and its organizers than larger

festivals (Kim, Kim, Ruetzler, & Taylor 2010).

Renaissance Festivals/Faires whether large or small, offer visitors a wide range of things

to do, see, and experience. For example, carpentry, blacksmith, singing minstrels, knights, lords

and ladies, just to name a few. Identifying the motivating factors for attending Renaissance

Festivals/Faires may help determine the different theme elements included at the event (Yolal,

Cetinel, & Uysal, 2009). One motivational analysis concluded that respondents liked the variety

of things to do when attending a Renaissance Festival/Faire as their number one motivation for

attending the event. Finding the dominate motivation is directly related to the theme of the event

(Yolal, Cetinel, & Uysal, 2009). As a final point, “identifying and prioritizing” the motives of

visitors to an event is vital to understanding the “decision process” of the participants (Yolal,

Woo, Cetinel, & Uysal, 2012).

Perceived Value

Perceived value is a cognitive response which leads to an emotional response that is often

used in researching festivals and events. To fully understand perceived value the visitors

perceptions and satisfaction are recorded and evaluated (Kim, Kim, Ruetzler, & Taylor, 2010).

Moreover, studies have shown that perceived value, satisfaction, and the concept of personal

values are linked with motivation (Woosnam, McElroy, & Winkle, 2009). Additional studies

indicate perceived value and personal values are interrelated (Kubat, E., 2011).

Perceived value is an emotional and cognitive response while personal values are defined

as “abstract beliefs about behaviors or end-states of existence that transcend specific situations


10

and guide the selection or evaluation of behavior and events” (Woosnam, McElroy, & Winkle,

2009). Motivation assessments and personal values are frequently used in tourism literature and

marketing (Woosnam, McElroy, & Winkle, 2009).

Customer satisfaction is considered an important ingredient in the success of any

business. In the travel and tourism industry customer satisfaction is a significant component

when forecasting future festivals and events (Kim, Kim, Ruetzler, & Taylor, 2010). Personal

values, one researcher suggests, is a concept created on the idea of guided values of a consumers’

attitudes, judgments, actions, and responses to any give object or situation (Kubat, E., 2011).

Furthermore, studies have shown that retaining customers, repeat shoppers, and returning

customers are influenced by their perceived satisfaction (Kim, Kim, Ruetzler, & Taylor, 2010).

Therefore, the key to designing better products and services is in the satisfaction of the

consumer (Nicholson & Pearce, 2001). Festival motivation lies in consumer satisfaction with the

event (Yoon, Lee, & Lee, 2009). Understanding the visitor’s decision-making process helps

comprehend festival motivations (Nicholson & Pearce, 2001). Findings have revealed that the

underlying factor for customer’s future intentions is whether the customer was satisfied with the

festival or event (Kim, Kim, Ruetzler, & Taylor, 2010).

Small festivals appear to attract individuals who desire to participate, watch, learn, taste,

feel and enjoy the experience (Kim, Kim, Ruetzler, & Taylor, 2010). If the individuals enjoy

their experience they are likely to revisit and have a favorable outlook on the community hosting

the event (Kim, Kim, Ruetzler, & Taylor, 2010). Likewise, perceived value is considered one of

the most significant marketing strategies in maintaining competitiveness (Kubat, E., 2011). In

the State of Texas there are over twelve Renaissance Festival/Faire that compete in this market


11

(thebards, 2013). So it goes to reason, that knowing the consumers motivations and perceived

values will gain greater understanding of this specific market and increase attendance to these

Festivals/Faires.

Motivation is a condition that leads an individual to choose the action that will garner

their satisfaction (Nicholson & Pearce, 2001). A previous study concluded that there are three

reasons why it is important to understand the motivation behind individuals attending festivals

(Yolal, Cetinel, & Uysal, 2009). The first reason for understanding a visitors motives and

perceived value is so coordinators and event planners can design the festival to meet the needs

and wants of the attendees. The second reason for better understanding a visitors motives and

perceived value is the intimate relationship with customer satisfaction. Motive takes place

before the actual experience while satisfaction will soon follow. Thirdly, analyzing the motives

and perceived value is vital to understanding the attendees’ decision making process (Yolal,

Cetinel, & Uysal, 2009).

Several studies have shown that seven dimensions were obtained through an analysis of

attendee motivations (Yolal, Cetinel, & Uysal, 2009). The motivation dimensions to be found

were educational value/intellectual enrichment, escape, prestige/status, relation/family

togetherness, novelty, rest and relaxation, and enhancing kinship (Nicholson & Pearce, 2001).

Additionally, the type of festival may determine the motivations behind the attendees selecting

the event (Yolal, Cetinel, & Uysal, 2009). For example, a Food & Wine Festival or in the case

of this study a small Texas Renaissance Faire.

There are several benefits for hosting a festival or event. These benefits include revenue

for the community and civic projects. Festival and events leave the community with tangible and

intangible by-products, such as, new facilities and venues (Yolal, Cetinel, & Uysal, 2009).


12

Billboard advertisements are widely used in promoting Renaissance Festivals/Faires that can

build images in the minds of tourists new to the area. In addition, hosting a festival and event

can enhance the social life and structure of the community (Yolal, Cetinel, & Uysal, 2009).

There can be negative social, cultural, and environment impacts for a community when

hosting a festival and event. Overcrowding, traffic congestion, and crime can result in

community and visitor dissatisfaction (Yolal, Cetinel, & Uysal, 2009). Overcrowding and traffic

congestion is minimal with smaller rural Festivals/Faires. Community support for festivals and

events is important and working together with local governments, policymakers, and organizers

can minimize the negative impact of the festival or event (Yolal, Cetinel, & Uysal, 2009).

Intrinsic/Extrinsic Motivation Theory

Motivation is frequently portrayed in the field of psychology as either intrinsic or

extrinsic (Cherry, K., 2012). An example of intrinsic motivation is attending a Renaissance

Festival/Faire because the individual receives pleasure from the activity. “Intrinsic motivation

comes from within” (Luke, A., 2012). An example of extrinsic motivation is when a spouse,

friend, or family member persuades an individual to attend a Renaissance Festival/Faire and the

reward for attending the festival/faire is the pleasure the others receive from the individual’s

participation. “Extrinsic motivation comes from the outside” (Luke, A., 2012).

Plog’s Push/Pull Motivation Theory

Often when motivation is studied the analyst will utilize the push/pull construct (Pesonen,

Komppula, Kronenberg, & Peters, 2011). The internal motivation for a visitor to attend a

Renaissance Festival/Faire is the push construct. An example of the push construct is the desire

to be with others who enjoy the same things they enjoy (see Figure 6). The marketing of the


13

Figure 6: Individuals come together to have fun

Renaissance Festival/Faire event is an example of the external motivation or the pull construct.

Visitors to Renaissance Festivals/Faires are often “pulled” to attend these types of events by the

variety of things to see and do. Some researchers believe more studies need to be performed

when comparing push and pull motivation (Pesonen, Komppula, Kronenberg, & Peters, 2011).

The methodology for accomplishing the goals of this study is included in Chapter III.

The review of the literature provided the foundation for the instrument used for the study

reported herein.


14

CHAPTER III

METHODOLOGY

Purpose of the Study

The purpose of this research was to discover the motivation that leads visitors to attend

Renaissance Festivals/Faires. An additional purpose of this study was to explore the visitors’

perceived value for attending this type of event.

Objectives of the Study

The first objective of this study was to determine the motivation for the respondents’

attendance to a small Renaissance Festival/Faire. The second objective of this study was to

reveal the respondents’ perceived value for attending a small Renaissance Festival/Faire.

Instrument Development

The final questionnaire for the study contained eight motivation questions, three

perceived value questions, one intention to re-visit question, Festival/Faire questions totaling 19

items (for in-depth study and future research), six demographic questions, and a section for

respondents’ comments (see Appendix B). A five-point Likert-type scale from Strongly

Disagree to Strongly Agree was used for all items with the exception of the demographics and

open-ended comments. The instrument focused on two constructs: motivation and perceived

value of attending a small Texas Renaissance Faire.

Approval for the study was granted on 3 April 2013 by the Protection of Human Subjects

Committee (IRB), Office of the Vice President for Research at Texas Tech University (see

Appendix A).


15

Pilot Study

The pilot study was conducted at Sherwood Forest Faire on 17 March 2012. Sherwood

Forest Faire is approximately 34 miles from Austin, Texas (see Appendix D). The research

instrument used was a questionnaire with direct motivation questions, demographic questions,

and Likert scale items. The sample selection was ages 17 years and above. The requirement for

the pilot study was 30 to 35 samples. There were 38 questionnaire collected, but only 35 were

usable.

Insight gained from the pilot study was to stay focused on the variables of motivation and

perceived value instead of the wide variety of variables found at Renaissance Festivals/Faires.

Additionally, the researchers realized the advantage of conducting the study from inside the faire

gates. For the pilot, the attempt was to recruit participants from outside the faire grounds. Once

the gates were opened, during the pilot study, visitors did not want to stop and fill out

questionnaires even with incentives offered.

Study Site

The selection of the event to be studied was determined by the availability, time frame

and owners’ willingness to accommodate the study. The Four Winds Renaissance Faire is a

small Texas Faire and the ideal setting for research on visitor motivation and perceived value for

attending these types of events. The Four Winds Renaissance Faire operates their venue for

eight weeks in March and April and is located 15 miles south of Tyler, Texas at 21852 CR 2178,

Troup, Texas (see Figure 7). Troup is approximately 122 miles southeast from Dallas, Texas

(see Appendix A).


16

Figure 7: Four Winds Renaissance Faire Front Gate

Initial contact on 26 October 2012 to gain permissions to conduct the research was

through e-mail correspondence with Dustin Stephens, CEO and co-owner of Fours Winds

Renaissance Faire (see Figure 8). Dustin Stephens is also a Four Winds career jouster. His wife

Kristin is also a co-owner (see Figure 9). Keith Waddroups is the other co-owner of Four Winds

and the initial contact once we arrived at the Four Winds site (see Figure 10). Keith was

responsible for the eight free tickets for the incentive drawings.

Figure 8: Dustin Stephens, CEO/Faire Director, Wedding Coordinator, Career Jouster


17

Figure 9: Kristin Stephens, Co-Owner

Figure 10: Keith Waddoups, Co-Owner, Merchant and Performer Coordinator

On 28 October 2012, Dustin responded to my initial contact and sent an e-mail offering

the use of Fours Winds Renaissance Faire for the location of the study. Upon acceptance to

conduct the research at Four Winds Renaissance Faire a $100 site rental fee was paid for the

vendor space.

The sample selection was based on researchers’ knowledge of Renaissance

Festivals/Faires. The sample selection age group was 21 years and older. The sample selection

for the pilot study was 17 years and above. The pilot study led to the changing of the minimum

age to 21 years for the thesis study reported herein.

The sample size was believed to be greater than the 242 visitors recorded during the

study weekend based on direct information from the CEO of Four Winds Renaissance Festival.


18

During e-mail correspondence with the researcher, the question of approximate attendance on

any given weekend at the Four Winds Renaissance Faire was estimated to be in the thousands.

Research Procedures

Items were bought by the researcher for the upcoming Renaissance Festival/Faire.

Renaissance attire was purchased for the researcher and assistant from Renaissance and

Medieval web-sites. The attire included costumes and shoes in keeping with the theme of the

faire (see Figure 11). A rustic table with 4 stools, a Renaissance style tent, parchment paper,

branch & twig pencils and two small chests to keep the respondents’ questionnaires and

incentive drawing private were purchased from on-line vendors (see Figure 12).

Figure 11: Researcher and Assistant in Renaissance Costume


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Figure 12: Research and Data Collection Site

An attempt was made to preserve the Renaissance Era theme when the respondents were

filling out their questionnaires. The questionnaires were printed on parchment paper in keeping

with the Renaissance Era theme and were distributed to visitors attending the Faire on the

weekend of 21-22 April 2013. Incentives for completing the questionnaire included a piece of

Texas Tech University-themed candy and a chance to enter a drawing for a family of four to the

2014 Four Winds Renaissance Faire (see Appendix C).

The questionnaires were administered as the visitors were arriving or leaving the faire.

Individuals were approached and were invited to take part in the thesis study. The

Questionnaire, Introduction Letter, and Oral Script are shown in Appendix C. Attendees who did

not meet the age requirement of 21 years and above were screened. Some male members of a

family chose not to participate because their wives or girlfriends agreed to fill out the

questionnaire.

Incentives were used as a thank you to the respondents’ for completing the questionnaire.

A wooden chest was used for collection of questionnaires. The vendor site, where the


20

questionnaire was administered, was operated from 9:45 AM until 6:00 PM on Saturday and

Sunday. The faire gates opened at 10:00 AM and closed at 5:30 PM (see Figure 13).

Figure 13: Opening gathering at Four Winds Renaissance Faire

At approximately 6:00 PM on 21 April, the process of tearing down the research site

commenced.

At the close of each day, a faire vendor was asked to select the winning name for the free

tickets to the 2014 Four Winds Renaissance Faire. The researcher contacted the winners via

phone and mailed the winning tickets to each with a thank you for participation.

On Sunday, 22 April 2013, the front gate attendant provided the summary for attendance

for the two days of the study for those considered adults (ages 12 years and older). There was a

shortage of faire programs; therefore, the researcher created the program shown in Appendix D

from information provided by an organizer.

Conceptual Framework

The inspiration for the Renaissance Festival/Faire study progressed from self-interest in

the subject. This self-interest was a motivating factor in this thesis study. Additional motivation


21

for this study was derived from a pilot study that was developed for a graduate-level Research

and Issues course assignment at Texas Tech University.

The instrument for the pilot study was developed by previous research on international

festivals and events. Very little current research in the United States on Renaissance Era

Festivals was available for study on visitor motivation and perceived value. Therefore, the

instrument for Four Winds Renaissance Faire was developed from the researcher’s previous

Renaissance Faire experience, other studies of festivals and events, and the pilot study.


22

CHAPTER IV

FINDINGS/RESULTS

Data Analysis

The data collected from Four Winds Renaissance Faire was analyzed using IBM SPSS

20. The first data to be analyzed was the respondents’ motivations for attending Renaissance

Festivals/Faires (see Table 1).

Table 1

Motivations for Attending Renaissance Festivals/Faires

Rank Motivations (N=123) Mean

Standard

Deviation

1 I like a variety of things to see and do. 4.20 .72

2 Gives me a chance to be with others. 4.03 .89

3 I want to be outside surrounded by nature. 4.02 .94

4 Gives me a chance to laugh and feel better about myself. 3.88 .91

5 My spouse/friends/family wanted me to attend. 3.68 1.35

6 An opportunity to dress in Renaissance/other attire. 3.60 1.23

7 To relieve boredom. 3.50 1.22

8 Price of festival/faire. 3.38 1.18

These motivations were ranked on Table 1 from one to eight. Rank one was the number one

motivation for respondents’ attending Fours Winds Renaissance Faire which was because they

like a variety of things to see and do with a Mean of 4.20. Rank eight was the least motivating

reason for respondents’ attending the faire was the price which showed a Mean of 3.38.


23

The second data to be analyzed was the respondents’ perceived value for attending

Renaissance Festivals/Faires (see Table 2).

Table 2

Perceived Value of Renaissance Festivals/Faires

Rank Perceived Value (N=123) Mean

Standard

Deviation

1 Renaissance Festivals/Faires are good for the community. 4.30 .75

2 Nurtures a relationship between residents and visitors. 4.08 .77

3 Offer more value than expected. 3.94 .99

These motivations were ranked on Table 2 from one to three. Rank one was the number one

perceived value for respondents was that Renaissance Festivals/Faires are good for the

community with a Mean of 4.30. Renaissance Festivals/Faires offer more value than expected

was ranked three and was the lowest perceived value with a Mean of 3.94.

A comparison of the data was processed using the SPSS ANOVA for the respondents’

motivation and income group (see Table 3).


24

Table 3

ANOVA Motivation and Income Group Results

Income

Group Mean (N=123) I want to

be outside

surrounded

by nature.

My

spouse/

friends/

family

wanted

me to

attend.

To

relieve

boredom.

I like a

variety

of

things

to see

and do.

An

opportunity

to dress in

Renaissance/

other attire.

To

laugh

and

feel

better

about

myself.

Be with

others

who

enjoy

the

same

things

I do.

Price is a

motivating

factor.

Low 4.20 3.86 3.66 4.36 3.90 4.10 4.12 3.44

Middle 3.89 3.89 3.46 4.05 3.38 3.73 3.92 3.32

Higher 3.77 3.38 3.35 4.12 3.38 3.65 4.08 3.27

F-Value 2.10 1.35 0.65 2.21 2.50 2.81 0.55 0.20

p-value .12 .26 .52 .11 * .08 * .06 .58 .81

* p-value < 0.10 shows that there is a significant difference in income when dressing in

Renaissance/other attire at .08 p-value, and to laugh feeling better about oneself at .06 p-value.

These two motivations had a significant response in the low income group.

The p-value was less than 0.10 in order to have significance within the income group. The

results of the ANOVA showed low-income respondents attached more importance to dress in

Renaissance/other attire than the other two income groups. In addition, low income respondents

gave higher importance rating to the motivation to laugh and feel better about oneself than the

other two income groups.

Another comparison of the data processed using the SPSS ANOVA was for the

respondents’ motivation and gender (see Table 4A).


25

Table 4A

ANOVA Motivation Gender Results

Gender Mean (N=123) I want to

be outside

surrounded

by nature

My

spouse/

friends/

family

wanted

me to

attend

To

relieve

boredom

I like a

variety

of things

to see

and do

An

opportunity

to dress in

renaissance/

other attire

To

laugh

and

feel

better

about

myself

Be with

others

who

enjoy

the

same

things

I do

Price is a

motivating

factor

Male 3.89 3.39 3.36 4.14 3.36 3.84 4.02 3.32

Female 4.10 3.85 3.58 4.23 3.57 3.90 4.04 3.42

F-Value 1.47 3.37 0.91 0.69 0.15 0.11 0.01 0.20

p-value .23 * .07 .34 .41 .70 .74 .93 .66

*p-value < 0.10 is significant at .07 p-value because females, at a mean of 3.85, thought their

spouse/friends/family wanted them to attend the festival/faire more than the males did at a mean

of 3.39.

The p-value was less than 0.10 in order to have significance with the gender. The one

motivational item showed that females thought their spouse/friends/family wanted them to attend

the festival/faire more than the males did.

Additional data was compiled using SPSS. The frequency and percentage of gender was

analyzed (see Table 4B).

Table 4B

Gender Percentages

Frequency Percentage

Male 44 35.8

Female 79 64.2

The percentage of males attending Four Winds was 35.8% and the percentage of females

attending the faire was 64.2%. Furthermore, respondents’ intent to revisit a Renaissance

Festival/Faire was 82.9% for Yes while 15.4% said No and 1.6% said Maybe (see Table 5).


26

Table 5

Respondents Intent to Revisit a Renaissance Festival/Faire

Frequency Percentage

Yes 102 82.9

No 19 15.4

Maybe 2 1.6

Adult admissions into Four Winds was ages 12 years and older. The Four Winds

management team set the age requirement for adults at 12 years and older (see Table 6A).

Table 6A

Demographics on Age and Attendance

Day

Number of

Attendance

Saturday 154 adults

Sunday 88 adults

TOTAL Weekend 242 adults

However, for this study the age requirement was set at 21 years and older. On Saturday,

20 April 2013, adult attendance was 154. On Sunday, 21 April 2013, adult attendance was 88

placing the weekend total attendance of 242. The number of adult questionnaires captured for

the weekend was 123 out of the 242 attendance total.

From the zip codes collected from the demographic information on the questionnaire

visitors were willing to travel to participate in a Renaissance Festival/Faire (see Table 6B).


27

Table 6B

Mileage Demographics

The respondents’ average distance by vehicle to Four Winds Renaissance Faire was 128

miles. The respondents’ longest distance traveled by vehicle to Four Winds was 2,001 miles.

The mileage was measured in US Statue Miles and rounded to the nearest mile based on the zip

code of the respondents.

2 Arkansas

2 California

2 Louisiana

2 Oklahoma

1 Pennsylvania

2 Utah

112 Texas


28

Likewise, the number one occupation of respondents was the business and self-employed

category at 17.9% of respondents’ (see Table 6C). Out of the 123 questionnaires administered

5.7% of the respondents´ chose not to answer the occupation question.

Table 6C

Occupational Demographics

17.9% Business/Self-Employed

16.3% High Tech/Engineer/Skilled Tradesman

15.4% Medical/Healthcare

11.4% Education/Trainers

8.9% Retired/Volunteer

6.5% Culinary/Hospitality/Retail

4.9% Homemaker

3.3% Financial Profession

3.3% Law Enforcement/Legal

2.4% Church Ministry/Pastorship

1.6% Media/Artist

0.8% Health & Beauty

0.8% Military/First Responders

0.8% Unemployed

5.7% Did not answer question

Respondents’ Open-Ended Comments

Out of the 123 respondents’ there were thirty-eight open ended comments (see Appendix

E). The positive comments ranged from “Rockin’ Awesome” to “We love it!” There were also

comments on how much Renaissance Festivals/Faires are relaxing, fun, and is good for families

and the community.

There were several constructive comments made. For example, the comment about

wishing the characters at the faire was actually in character when visitors were around. Several

respondents were disappointed due to the absence of more activities and vendors even though


29

there is space enough to accommodate growth. A respondent felt the use of undecided in the

questionnaire should be changed to neutral. Furthermore, some respondents felt that more

advertisement was needed to promote Four Winds Renaissance Faire.

Lastly, there were several encouraging comments for the researcher. Comments like

“Good Luck” and “GUNS UP!.” One respondent felt questionnaires should be performed more

often and the results submitted to “Renaissance Magazine.”


30

CHAPTER V

CONCLUSIONS/LIMITATIONS/RECOMMENDATIONS

Conclusions

The respondents’ primary motivation for attending Four Winds Renaissance Faire was

that they liked a variety of things to see and do (Mean 4.20). Other motivations for attending a

Renaissance Faire which were ranked 4.0 Agree to 5.0 Strongly Agree were gives me a chance to

be with others (Mean 4.03) and I want to be outside surrounded by nature (Mean 4.02). Price of

the faire had the lowest Mean score of 3.38.

The respondents’ perceived value which ranked highest for attending Renaissance

Festivals/Faires was that they are good for the community (Mean 4.30). The primary motivation

and the highest ranked perceived value are meaningful to this study and coincide with studies

from the international research on festival motivation. Respondents agreed that other values of a

Renaissance Faire are that they nurture a relationship between residents and visitors (Mean

4.08) and that the faires offer more value than expected (Mean 3.94).

Visitors were willing to travel an average distance of 128 mile to attend Four Winds

Renaissance Festival/Faire which is a small Texas Faire. Other Renaissance Festivals/Faires

have reached attendance of up to 60,000 on a given weekend where individual will travel a

greater distance than 128 miles.

Additionally, respondents’ reported that they would revisit a Renaissance Festival/Faire

in the future: 82.9% Yes; 15.4% No; and 1.6% Maybe. This high percentage who responded

that they would revisit a faire demonstrates that respondents’ enjoy attending Renaissance

Festivals/Faires.


31

An effort was made to determine frequency of attendance at Renaissance Faires with the

question: Not including today, how many Renaissance Faires have you attended in the past five

years? Data were missing for the response to this question for a majority of respondents to the

questionnaire.

The attempt to control for variation in motive responses based on income level and

gender led to the following conclusions. Low income respondents attached a significantly

greater importance (p-value < 0.10) to the opportunity to dress in Renaissance/other attire than

middle or higher income level respondents. Lower income respondents also attached a

significantly greater motivation importance (p-value < 0.10) to laughing and feeling better about

oneself than middle or higher income level respondents. Though not significant, the primary

motivation for higher income respondents was I like a variety of things to see and do (Mean

4.12) and to be with others who enjoy the same things that I do (Mean 4.08).

For the middle income respondents, though not significant, the primary motivations for

attending a Renaissance Faire were the same as the high income group: I like a variety of things

to see and do (Mean 4.05) and to be with others who enjoy the same things that I do (Mean

3.92).

There was a significant difference between males and females with regard to the

following motivation for attending a Renaissance Faire: My spouse, friend, family wanted me to

attend (p-value < 0.10). Both male (Mean 4.14) and female (Mean 4.23) respondents attached a

high motivation for I like a variety of things to see and do. Female respondents ranked the

following motivating factor highest: I like to be outside surrounded by nature (Mean 4.10). Male

respondents ranked to be with other who enjoy the same things I do highest among the

motivating factors (Mean 4.02).


32

Limitations of the Study

A limitation of this study is the number of variables considered and the size of the faire.

The faire was advertised to be larger than it was in the final count of attendees. The attendee

count for the week-end of data collection was 242 adults.

A wide range of variables relate to a Renaissance Festival/Faire. The importance of the

quality and type of food served at Renaissance Festivals/Faires (i.e. turkey legs), or the

relationship between vendors and management are examples. The recommendations section of

this chapter implies other limitations.

Another limitation for the study involves festival managers’ willingness to open the gates

to their event in order to conduct a study. Owners do not want the integrity of their faire

compromised; so, they are often reluctant to allow non-vendors inside the gates. The researcher

attempted to conduct the study at four other Renaissance Faires but was denied access for a

variety of reasons including two who did not respond to the request; conduct our own study.

One response replied too late to the request.

Recommendations

Further study is recommended on visitor motivation and perceived value at a large

Renaissance Festival/Faire. A larger faire would have a greater sampling pool and would garner

considerably more data for evaluation than a small Texas faire. At a large Renaissance

Festival/Faire such as the Texas Renaissance Festival, the researcher could capture a larger

sample given the 38,000 to 60,000 attendees.

Moreover, there are many possible variables for festivals, faires, and events. For

example, food, shopping, beverages (alcoholic, non-alcoholic), vendors, perceptions of the local

community, visitor satisfaction, and event management and marketing are just a few other


33

variables for future studies of Renaissance Festivals/Faires. The program offerings at a

Renaissance Faires warrants study, i.e., artisans, craftsmen, competitive events (jousts and axe

throwing), entertainment shows (Punch & Judy and Renaissance music). Information on

variables such as the primary purpose of the trip, distance traveled, tourist or local attendee, age,

and occupation could be requested in future studies.

Another recommendation would be to design the questionnaires to be shorter in length.

Visitors come to the faire to escape from everyday life and some of the visitors do not want to

fill out a long survey. Designing a questionnaire related only to the pertinent study like

motivation and perceived value, demographic, and open ended questions would have shortened

the survey used for this study.

Event Management Recommendations

Renaissance Festivals/Faires management is another area of study that could be pursued.

Participants in the study were given the opportunity to provide written comments. The majority

of the responses related to management of the event (see Appendix E).

Organizers must ensure that the faire has an adequate number of vendors, shows, and

other activities. There should be a wide variety of things to see and do which was the number

one respondents’ motivation. Make sure attendees have a good time at the Festival/Faire so they

will continue to be highly motivated to return. Advertise within a 150 miles radius which is

based on the zip code results showing the average driving distance was 128 miles.

Become engaged with the local and regional community by performing Renaissance Era

activities and demonstrations at area schools. The number one perceived value was that festivals

are good for the community; so perform activities within the regional communities. For

example, participate in local and regional parades in full Renaissance costumes. Finally, as with


34

the school teacher in 1963 who performed the first Renaissance Festival in the United States,

provide Renaissance Era demonstration, in complete costume, in regional schools, which in turn

is good for the community and the United States.


35

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Nicholson, R., & Pearce, D. (2001). Why do people attend events: a comparative analysis of

visitor motivations at four south island events. Journal of Travel Research, 39, 449. doi:

10.1177/004728750103900412

Renaissance Fair. In Wikipedia, the free encyclopedia (March 2012). Retrieved from

http://en.wikipedia.org/wiki/Renaissance_fair

Guisepi, R. A. (2012) The Renaissance (November 2012). Retrieved from


Yoon, Y., Lee, J., & Lee, C. (2009). Measuring festival quality and value affecting visitors’

satisfaction and loyalty using a structural approach. International Journal of Hospitality

Management, 335-342. doi: 10.1016/j.ijhm.2009.10.002

Eras of Elegance (2012). The Renaissance Era (1450-1600) (November 2012). Retrieved from

www.erasofelegance.com/history/renaissance.html

Yolal, M., Cetinel, F., & Uysal, M. (2009). An examination of festival motivation and perceived

benefits relationship: Eskisehir International Festival. Journal of Convention & Event

Tourism, 10, 276-291. doi: 10.1080/15470140903372020

Ozdemir, G., & Culha, O. (2009). Satisfaction and loyalty of festival visitors. Anatolia: An

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Lee, J., Lee, C., & Choi, Y. (2010). Examining the role of emotional and functional values in

festival evaluation. Journal of Travel Research, 50, 685. doi:

10.1177/0047287510385465

Yolal, M., Woo, E., Cetinel, F., & Uysal, M. (2012). Comparative research of motivations

across different festival products. International Journal of Event and Festival

Management, 3, 1, 66-80. doi: 10.1108/17582951211210942

Quintal, V., & Polczynski, A. (2010). Factors influencing tourists’ revisit intentions. Asia

Pacific Journal of Marketing and Logistics, 22, 4, 554-578. doi:

10.1108/13555851011090565

Crotts, J., Pan, B., & Raschid, A. (2008). A survey method for identifying key drivers of guest

delight. International Journal of Contemporary Hospitality Management, 20, 4, 462-

470. doi: 10.1108/09596110810873552

Inventions of the Renaissance (2013). Inventions of the Renaissance (February 2013). Retrieved

from www.mcek12tn.net/renaissance/inventions.htm

Woosnam, K., McElroy, K., & Winkle, C. (2009). The role of personal values in determining

tourist motivations: An application to the Winnipeg fringe theatre festival, a cultural

special event. Journal of Hospitality Marketing & Management, 18, 500-511. doi:

10.1080/19368620902950071

Devine, A., & Devine F. (2012). The challenge and opportunities for an event organizer during

an economic recession. International Journal of Event and Festival Management, 3, 2,

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Kim, Y., Suh, B., & Eves, A. (2010). The relationships between food-related personality traits,

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Khodr, H. (2012). Exploring the driving factors behind the event strategy in Qatar.

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10.1108/17582951211210951

Swayze, Jon (2013). History of the renaissance festival (February 2013). Retrieved from

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Cherry, K., (2012). What is motivation? (September 2013). Retrieved from

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Luke, Ali., (2012). Intrinsic and extrinsic motivation: which do you need? (September 2012).

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which-do-you-need/

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Peasonen, J., Komppula, R., Kronenberg, C., & Peters, M. (2011). Understanding the

relationship between push and pull motivations in rural tourism. Tourism Review, 66, 32-

49. doi: 10.1108/1660537/1111175311

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Litvin, Stephen W., (2006). Revisiting Plog’s model of allocentricity and psychocentricity …

one more time. (Stanley Plog) (1 Aug 2006). Retrieved from

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Revels (2013). Renaissance Music (November 2013). Retrieved from http://www.revels.org/

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http://www.revels.org/


39

APPENDIX A

HUMAN SUBJECT PROPOSAL AND SUPPORTING DOCUMENTS


40

Research Proposal for Human Subjects

RENAISSANCE FESTIVALS/FAIRES VISITOR MOTIVATIONS

1. RATIONAL

Rational:

1. Describe the Problem:

With the increase and popularity of Renaissance Festivals/Faires throughout the United

States there has been little current research on visitor’s motivation for attending these events

(Nicholson & Pearce, 2001). This study will discover visitor motivations and perceived value

for attending a Renaissance Festival/Faires. A description of the demographic profile of visitors’

will provide the foundation for understanding visitor motivations.

2. Present State of Problem:

The Renaissance Era, as we know it today, started in Italy and spread throughout Europe

from 1450 - 1600 A.D. thus ending the Middle-ages (erasofelegance.com, 2012). Renaissance

derives its meaning from the Italian word, “rebirth”. This era demonstrated a thirst for

adventure, new ideas and learning, new inventions, and an explosion of music and the arts like

never before. In addition, this period brought about a change in the social concept of the day

where the nobility was declining and the merchant class was ascending (History-world.org,

2012).

The culture of the Renaissance Festivals in the United States dates back to the 1950’s.

Folk Musician John Langstaff conducted a music festival using traditional Renaissance revels to

entertain the audience. Langstaff’s productions inspired a schoolteacher to host a small

Renaissance Faire in her backyard in 1963. Henceforth, Renaissance Festivals have been

re-enacted within the United States for approximately fifty years (Swayze, J., 2013).



41

The majority of motivational research conducted in the past few years has been on the

international stage. Very little motivational research has been documented for the United States.

The research being conducted for this study will bring better understanding on visitor’s

motivation for attending a Renaissance Festival/Faire in the southern United States.

3. Study Aims:

Festivals and events create an environment for individuals to come together to have fun

and improve the quality of life for both residents and visitors. The purpose of this study will be

to discover visitor motivations and perceived value for attending a Renaissance Festival/Faires.

The first objective of this study is to discover the motivating factors of visitors attending

the festival/faire? The second objective is to create a profile of the visitors based on their gender,

level of income, age, education, and occupation, and to ascertain any significant differences in

the demographic profiles. The third objective is to discover if the participants have the intention

of visiting Renaissance Festivals/Faires in the future. The fourth objective is to determine the

attendee’s perceived value in attending Renaissance Festivals/Faires.

4. Participant Benefits:

Studies have shown small festivals and events have had recent growth in the past

several years (Nicholson & Pearce, 2001). These small festivals impact the local communities

and the visitors who attend the event (Kim, Kim, Ruetzler, & Taylor 2010). Renaissance

Festivals/Faires assist in providing members of the community with additional revenue and

“revitalize the past” (Yolal, Cetinel, & Uysal, 2009).

Over the past several years Renaissance Festivals/Faires have increased in size and

attendance. Locations have been altered to include not only rural areas, but urban areas as well.

In addition, festivals/faires are becoming competitive because of an increase in the frequency of


42

these events (Yolal, Cetinel, & Uysal, 2009). Therefore, understanding what motivates visitors

to attend festivals/faires is essential for the events success.

The participants of this research will benefit by receiving a Texas Tech University

incentive upon completion of the questionnaire and the opportunity to enter a drawing for a

certificate for 4 people to the 2014 Four Winds Renaissance Faire.

5. Importance:

A crucial component for a successful festival is understanding visitor motivation for

attending the event. By understanding visitor motivations, festival/faire coordinators can better

design their products and services to meet the needs of the consumer (Nicholson & Pearce,

2001). Small festivals/faires are more dependent on the fervor of the community and its

organizers than larger festivals (Kim, Kim, Ruetzler, & Taylor 2010). The study will be useful

for the Four Winds Renaissance Faire organizers and vendors, as well as other similar

Renaissance Festivals/Faires organizers and vendors.

II. SUBJECTS (PARTICIPANTS)

1. Type:

A total of 400 to 500 visitors to the Four Winds Renaissance Faire will be randomly

selected to complete the questionnaire.

2. Sources:

All participants will be recruited during Four Winds Renaissance Faire in Whitehouse,

Texas on April 20 and 21, 2013.

(a) Four Winds Renaissance Faire organizers have given their written consent through

e-mail on 28 October 2012 (Appendix A). The contact at the Faire is Dustin Stephens,


43

CEO/Faire Director. The locations of Four Winds Renaissance Faire is 710 Hwy. 110 S.,

Whitehouse, TX 75791.

(b) The researcher and faire director communicate regularly through e-mail.

3. Process:

All participants will be randomly recruited during Four Winds Renaissance Faire. The

base location for the study will be in a 16’ X 16’ area in the front gate tower in view of attendees

as they arrive and depart. An attempt is being made to keep with the theme of the Renaissance

era by using roughhewn all wood tables and chairs. Clip boards with questionnaires will be used

as the researcher solicits participation throughout the faire grounds. Wood twig pencils and

parchment paper will be used for the questionnaires. Renaissance attire will be worn by both the

researcher and the assistant who will conduct the survey.

4. Data Collection:

The study will be conducted at Four Winds Renaissance Faire the weekend of 20-21

April 2013. The researcher and an assistant will approach visitors to the faire and request their

participation in completing a questionnaire. They will explain that participants must be 21 years

of age and older. The researchers will provide a pencil, the introduction letter, and the

questionnaire. The participants will receive instructions regarding their participation in the

research. A letter of introduction will explain that involvement in the study will be voluntary,

confidential, anonymous, and that they may withdraw at any time. When the questionnaire is

returned to the researcher the participant will receive a small token of appreciation and a chance

to enter a drawing for a free certificate for 4 people to 2014 Four Winds Renaissance Faire.


44

5. Recruitment:

Participants will be recruited during their time at the faire. An introduction letter will be

given to the participants with the understanding their involvement will be voluntary, confidential,

anonymous, and they may withdraw at any time. After the researcher receives their consent to

participate they will be given the questionnaire to complete. The researcher will provide pencils,

the introduction letter, and the questionnaire. Once the questionnaire is complete the participants

will return the survey to the researcher and receive a small token of appreciation. At this time,

the participant may enter a drawing for a certificate for 4 people to the 2014 Four Winds

Renaissance Faire.

III. PROTOCOL

Procedure

a. Step-by-step procedures

b. The researcher will set up a base site for conducting the study near the entrance/exit to

the faire.

1. Visitors to Four Winds Renaissance Faire will be approached by the researcher

and an assistant within the faire grounds. If the visitors are willing to participate

they will receive the introduction letter and then the questionnaire will be

provided.

2. The participants will have an opportunity to make additional comments at the end

of the questionnaire.

3. Once the participants are finished, the participants return the questionnaire to the

researcher and receive a small token of appreciation.


45

4. The participants will be thanked for their assistance with the research and will

have the opportunity to sign-up for a certificate for 4 people to 2014 Four Winds

Renaissance Faire. Participants will place the sign-up slips into a wooden trunk

chest and one of the organizers of Four Winds Renaissance Faire will draw from

the chest at the end of each day. The researcher will contact the winners.

IV. ADVERSE EVENT AND LIABILITIES

The proposed research does not involve risk exceeding the ordinary risks of everyday life

and no specific liability plan is offered.

V. CONSENT FORM

No consent form will be presented, but the research purpose and procedures will be

verbally conveyed to the participants in a one-page letter which explains that completing

the questionnaire will be voluntary, confidential, anonymous, and the participant may

skip questions or withdraw at any time from completing the questionnaire.


46

Human Subject Proposal Cover Sheet


47

Claim for Exemption


48


49

Texas Tech University Protection of

Human Subjects Committee Approval

April 3, 2013

Dr. Betty Stout Nutrition, Hospitality and Retailing (NHR) Mail Stop: 1240

Regarding: 503891 Renaissance Faires and Festivals: Motivations and Perceived Value of Visitors to a Texas Faire

Dr. Betty Stout: The Texas Tech University Protection of Human Subjects Committee approved your claim for an exemption for the protocol referenced above on April 3, 2013.

Exempt research is not subject to continuing review. However, any modifications that (a) change the research in a substantial way, (b) might change the basis for exemption, or (c) might introduce any additional risk to subjects must be reported to the Human

Research Protection Program (HRPP) before they are implemented. To report such changes, you must send a new claim for exemption or a proposal for expedited or full board review to the HRPP. Extension of exempt status for exempt protocols that have not changed is automatic.

The HRPP staff will send annual reminders that ask you to update the status of your research protocol. Once you have completed your research, you must inform the HRPP office by responding to the annual reminder so that the protocol file can be closed

Sincerely,

Rosemary Cogan, Ph.D., ABPP Protection of Human Subjects Committee

Box 41075 | Lubbock, Texas 79409-1075 | T 806.742.3905 | F 806.742.3947 | www.vpr.ttu.edu


50

APPENDIX B

SOLICITATION LETTER AND ACCEPTENCE


51

Solicitation Letter

Dear Dustin Stephens,

My name is Dedde Barber and I am a graduate student at Texas Tech University in

Lubbock, Texas.

I am working on my Master's thesis and my pilot study was conducted at the Sherwood

Forest Faire in McDade, Texas this past March. The topic of my thesis concerns the motivation

behind renaissance festival attendance.

I have attended several renaissance festivals in the past and my family and I have enjoyed

the experience tremendously. So, when I had the opportunity to perform a pilot study at

Sherwood Forest Faire I leaped at the chance.

I would like to conduct a survey during your 2013 festival. This survey is critical to my

research and the survey will be voluntary, confidential, and anonymous. I would willing share

any information on the research data with Four Winds Renaissance Faire.

I would like, for the weekend of 20-21 April, to rent a stall or booth to conduct this

survey. I would be in keeping with the theme of the faire in all that I do. I will need to have 250

plus participants in my survey and that is why I would like to rent a stall or booth for the entire

weekend.

I would like, as a thank you, to offer a small Texas Tech memorabilia to the participants,

if that is allowed. The survey will include several motivation questions, demographic questions,

and several satisfaction questions. The questionnaire will be one page and can be completed is

less than 5 minutes.

This request may seem a bit unusual, however, I am an older graduate student. I've been

married for 30 years and I have raised two children. I've completed my bachelor's degree in

December 2010. I tell you this, only to assure Four Winds Renaissance Faire of my sincerity.

I look forward to hearing from you.

Respectfully,

Dedde Barber

Master's Student

College of Human Sciences

Nutrition, Hospitality and Retailing Dept.

Texas Tech University

Lubbock, Texas

[email protected]

832-512-7958


52

Acceptance E-Mail


53

APPENDIX C

SAMPLE OF INSTRUMENTS


54

Study Questionnaire

RENAISSANCE FAIRES AND FESTIVALS:

Motivations and perceived value of visitors to a small Texas faire

How many Renaissance Festivals/Faires have you attended in the last 5 years, not including

today? _____

Indicate Your Degree of Agreement with the Following Statements

1. I decided to attend this festival/faire to be entertained.

Strongly Disagree Undecided Agree Strongly

Disagree Agree

2. I decided to attend this festival/faire to escape the stress and concern of daily life.


Disagree Agree

3. I decided to attend this festival/faire because I enjoy special events/festivals.


Disagree Agree

4. I decided to attend this festival/faire to have a change in daily routine.


Disagree Agree

5. Renaissance Festivals/Faires give me a chance to observe the other visitors attending the

festival/faire.


Disagree Agree

6. I enjoy the array of food and drinks at Renaissance Festivals/Faires.


Disagree Agree

7. I enjoy shopping for unique and different things at Renaissance Festivals/Faires.


Disagree Agree


55

8. I enjoy the animal attractions (The Joust, Birds of Prey, etc.) at Renaissance Festivals/Faires.


Disagree Agree

9. I was motivated to attend this festival/faire today because I wanted to be outside surrounded

by nature.


Disagree Agree

10. I was motivated to attend this festival/faire today because my spouse/friends/family wanted

me to attend.


Disagree Agree

11. I was motivated to attend this festival/faire today to relieve boredom.


Disagree Agree

12. I was motivated to attend this festival/faire today because I like a variety of things to see and

do here.


Disagree Agree

13. Renaissance Festivals/Faires gives me an opportunity to dress in Renaissance/other attire, if I

so choose.


Disagree Agree

14. Renaissance Festivals/Faires gives me a chance to laugh and feel better about myself.


Disagree Agree


56

15. Renaissance Festivals/Faires give me a chance to be with others who enjoy the same things I

do.


Disagree Agree

16. I enjoy the variety of theatrical performances at Renaissance Festivals/Faires.


Disagree Agree

17. I think Renaissance Festivals/Faires are a fun place to bring family and/or friends.


Disagree Agree

18. I think Renaissance Festivals/Faires offers family and/or friends a chance to do something

together.


Disagree Agree

19. I think Renaissance Festivals/Faires are a fun place to learn about the Renaissance Era

(music, joust, etc…).


Disagree Agree

20. I think Renaissance Festivals/Faires are stimulating and exciting.


Disagree Agree

21. I think Renaissance Festivals/Faires are good for the community.


Disagree Agree

22. I think Renaissance Festivals/Faires nurtures a relationship between residents and visitors.


Disagree Agree


57

23. Renaissance Festivals/Faires offer more value than expected.


Disagree Agree

24. Renaissance Festivals/Faires provide educational opportunities (animal shows, leather works,

etc…).


Disagree Agree

25. Renaissance Festivals/Faires offer employment opportunities.


Disagree Agree

26. Price is a motivating factor in attending Festivals/Faires.


Disagree Agree

27. Will you visit a Renaissance Festival/Faire in the future?

Yes Maybe No

Demographics

1. Gender:

Male Female

2. Year of birth: ____________

3. Education:

High School 2 year degree 4 year degree Graduate

or less Vocational degree Professional

4. Occupation: _________________________________________________


58

5. Annual Income (US$):

$24,999 $25,000 - $40,000 - $70,000 - $90,000

and below $39,999 $69,999 $89,999 and above

6. Zip Code __________________________

Incentives

Drawing for Certificate for 4 to

Four Winds Renaissance Faire 2014

Name: ___________________________

Phone: (_ __)______________________

E-Mail: ___________________________

Please complete and place in the

Wooden Trunk Chest

Include your email and check this box if you would like a copy of the results:


59

INTRODUCTION LETTER

Welcome to Four Winds Renaissance Faire

20-21 April 2013

Your Grace; My Lords; My Ladies; Knights & Peers,

My name is Dedde Barber and I am a graduate student in the College of Human Sciences

at Texas Tech University, in Lubbock, Texas. I am conducting a study on visitor motivations for

attending Renaissance Festivals/Faires. The questionnaire should take 5 minutes or less to

complete.

You must be at least 21 years or older to participate. Your contribution to this research is

voluntary and your response will remain confidential and anonymous. There is no right or

wrong answer to the questions. Data will be destroyed when the project is complete. If so

desired, you may skip questions and you may withdraw from completing the questionnaire at

any time.

Your input will be useful and greatly appreciated. A small token of appreciation will be

given when the completed questionnaire is returned. Once the completed questionnaire is

returned and placed in the larger wooden trunk chest, please take the opportunity to enter a

drawing for a certificate for 4 to 2014 Four Winds Renaissance Faire. Place your entry slip into

the small wooden trunk chest and you will be contacted if your name has been drawn. The odds

of winning the certificate for 4 are 1 out of 200 or better each day.

If you would like the results of the data collected please include your e-mail address on

the Certificate for 4 drawing slip or contact me at [email protected].

Dr. Betty Stout, Associate Professor at TTU can answer questions you may have about

this study. Phone (806)742-3068 Ext. 233. For questions about your rights as a subject, contact

the Texas Tech University Institutional Review Board for the Protection of Human Subjects,

Office of Research Services, Texas Tech University, Lubbock, Texas 79409, or you can call

(806)742-2064.

Thank you for assisting with this study. Enjoy your time at the Faire!

Sincerely,

mailto:[email protected]


60

ORAL SCRIPT

To be used by the researcher and her assistant.

Hear Ye! Hear Ye!

Lords, ladies, knights, and peers -- come participate in a research study about Renaissance

Faires.

Please accept this short Introduction Letter explaining this tourism-related research project that is

being conducted at Texas Tech University. Should you decide to complete the questionnaire,

you may keep the Introduction Letter. Please take a moment to read the letter.

There are tables here or you may use one of the clip boards the researcher has made available for

your convenience.

When the questionnaire is completed, please place it in the large Wooden Chest. Please, return

the twig pencil to its holder or give it to the researcher so other individuals of the realm may use

it shortly.

Before you continue on your journey, come and receive your token of appreciation and enter the

drawing for a certificate for 4 to attend Four Winds Renaissance Faire 2014.

Researchers – Thank you for support. Fair thee well!


61

APPENDIX D

MAPS AND EVENT PROGRAM


62

Distance Map to Troup, Texas

Location of Four Winds Renaissance Faire

Approximately 476 mile from Lubbock, TX to Troup, TX

Distance Map to McDade, Texas

Location of Sherwood Forest Faire

Approximately 397 miles from Lubbock, TX to McDade, TX

Troup


63

Four Winds Renaissance Faire Event Program

Four Winds Renaissance Faire Events Program Show Tower Sherwood Dragon Dream

Times Stage Stage Stage Gazebo Harem Tavern

10:00

AM Gates Open

10:15 AM Punch & Judy

10:30 AM

Dublin

Doubles

10:45 AM

Factotum of

Fun

11:00 AM Triskelion

11:15 AM

11:30 AM

Capt. Tom

Bedlam

Dream

Harem

11:45 AM

12:00 PM

Dublin

Doubles

12:15 PM Punch & Judy

12:30 PM Triskelion

1:00 PM Joust

2:00 PM

Capt. Tom

Bedlam

2:15 PM Punch & Judy

Dream

Harem

2:30 PM

Factotum of

Fun Triskelion

3:30 PM

Capt. Tom

Bedlam

4:00 PM

4:14 PM Punch & Judy Triskelion

Dream

Harem

4:30 PM

Factotum of

Fun

Dublin

Doubles

5:00 PM Joust

5:30 PM

Capt. Tom

Bedlam

5:30 PM Gates Close


64

APPENDIX E

RESPONDENTS’ OPEN-ENDED COMMENTS


65

Respondents’ Open- Ended Comments

1

The faire in Arizona is much more professional and educational.

Wish characters were actually in character.

2

We love it and come every year. It's a lot of fun, keep it going please

3

Enjoyable!

4

It's lots of fun

5

ROCKIN' AWESOME

6

Needs more shops

7

Visit Houston area one of nearly 30 years

8

If you keep coming, you make friends

9

I enjoy the sense of community found at Ren. Faires, and the

interactions with the vendors

10

Need more vendors.

11

It was very much a stress reliever. Much appreciated.

Gave me a different perspective of our times past & present.

12

Faires are stimulating and educational. This one is very much so.

13

Great faire needs some work to make it a little bigger. More

advertisements.

Plenty of space for growth.

14

Let anyone you know, know about them. They are great for families.

15

Ren Faire are a great opportunity for people of all kinds to mingle,

socialize and learn from each other


66

16

Love the music!

17

Undecided should be changed to neutral

18

Good luck on your masters!

19

Love this place to bring my children. It's so peaceful & everyone is so

friendly to us.

20

Best wishes! :)

21

I think this should be done at more faires & results submitted to

Renaissance Magazine.

22

I have been a fan of Renaissance Faires for over 20 years now

23

I wish there was more to see and do. A little disappointed with the price

we paid and what we didn't get

24

We all enjoyed

25

We enjoyed ourselves a lot. Thank you.

26

I am focusing my major in environmental science and was a bit shocked

at the # of animals used to make tails & purses. Also I didn't

understand the elves & fairy's mixed in. Archery was great!

27

I love the 4 Winds faire and the people are nice and great!!

28

Undecided was used as not in my thought process.

29

Since coming back to TX, this is absolutely fantastic to see our

community have such a festival.

30

I did enjoy the different events it was just a bit frustrating that all the

little activities were additional expense.


67

31

Four Winds needs to do more advertisement! News, Radio, etc.

32

GUNS UP!

33

We had a great time! :)

34

E-mail address

35

I would love to find out your results. Good luck! E-mail address

36

No Thank You!

37

Excited about visit. First time

38

1st time attendees

Documents

Copyright 2013, Dedde Barber