Understanding value for money at a live music performance

Abstract

Value for money is a complex concept and might differ between people, events and industries. The perceptions towards value for money may be influenced by a number of factors. Thus, the aim of this research was to determine the factors that influence value for money as well as the relationship between travel motives and value for money when attending a live music performance. To achieve this goal, a survey was conducted at two Eagles concerts in South Africa. 889 usable questionnaires were obtained. Factor analyses in SPSS were carried out and a regression analysis was used to further analyse the data. Findings from this research entailed four factors concerning value for money: performance quality, ancillary quality, souvenirs and exchange rate. The research further highlighted a strong relationship between value for money and motives, with performance quality (PQ) being the most significant. This study makes a valuable contribution to the industry in terms of literature and knowledge.