Applying ‘self-efficacy’ theory to the Motivation-Opportunity-Ability (MOA) Model to reveal factors that influence inclusive engagement within local community festivals

Purpose: This paper makes the case for integrating Bandura’s (1986) theory of self-efficacy within the Motivation-Opportunity-Ability (MOA) model and demonstrates how this could be achieved by applying it to a local community festival setting (‘The Utcazene-Fesztival’, a Street Music Festival in Veszprem, Hungary). Design/methodology/approach: The Utcazene-Fesztival was selected as previous analysis by Jepson et al (In press) had revealed the MOA model to have a number of shortcomings in relation to revealing inhibiting factors for local engagement and participation. A questionnaire was adapted within this street music festival and this forms the basis of previous analysis which has been revisited so that the model can then be analysed further in relation to integrating Bandura’s (1986) theory of self-efficacy. Findings: The research reveals that there are synergies between the MOA model and self-efficacy theory, the paper justifies the inclusion of further questions within the MOA model to test self-efficacy within community festivals and events, and proposes guidelines for researchers measuring self-efficacy within event planning and design. Finally an amended definition of community events and festivals is put forward. Research limitations/implications : Further research and testing and analysis of the adapted MOA model is needed to further understand its application and validity in the field of event studies. Originality/value: This paper contributes to the debate on community engagement and participation in local community festivals and events by empirically analysing the factors which either inhibit or facilitate engagement therein. Currently there is limited understanding, agreement and research within this increasingly important area of academic enquiry.