Applying the motivation-opportunity-ability (MOA) model to reveal factors that influence inclusive engagement within local community festivals : The case of UtcaZene 2012

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. The underpinning rationale of the research is to determine how sustainability might be achieved within local community festivals and events, by developing sustainable community networks. Currently there is limited understanding, agreement and research within this increasingly important area of academic enquiry. This particular paper explores the central concepts of inclusivity and engagement which can be considered as fundamental to the creation of successful community festivals and events. The paper begins by defining community festivals and events; it builds on Jepson and Clarke’s (2012) work on developing inclusive community festivals and events through inclusive participation within the planning and decision making process. Next there is an exploration of literature surrounding engaging and empowering local communities to participate within their community festivals and events. Community participation is often interpreted quite simply as a way of involving local people in community planning and development (Hung et al, 2011). However within the realm of community festivals and events the reality reveals a multitude of stakeholder webs and interconnected decision making processes within a multi-faceted phenomenon. Acknowledgement of the complexity associated with community participation in festivals triggered a set of four research questions which are addressed via application of the Motivation-Opportunity-Ability (MOA) model. The MOA Model is used to analyse community engagement in a local community festival setting; ‘The Utcazene-Fesztival’, a Street Music Festival in Veszprem, Hungary was the selected case study festival for the application. The paper closes by reflecting on the value of the MOA to guide such a study and considers the methodological challenges that the study brings to events studies.