Investigating the Application of the Motivation–Opportunity–Ability Model to Reveal Factors Which Facilitate or Inhibit Inclusive Engagement Within Local Community Festivals

Currently there is limited understanding, agreement, and research within the phenomena of community engagement and participation in local community festivals and events. This article aims to contribute to this growing, but limited, debate by justifying the adaption and integration of the Motivation–Opportunity–Ability (MOA) model, and proposing a combination of primary data collection and analysis methods, to reveal and understand the factors that either inhibit or facilitate local community engagement in festivals and events. The rationale of this conceptual article is to determine how sustainability can be defined and achieved within local community festivals and events, by developing sustainable and inclusive community networks where the local population is actively engaged within the creation of events. The article begins by exploring the literature surrounding communities, community festivals and events, and community engagement. The article then moves on to discuss the MOA model and its adaption and application to event studies. It builds on concepts discussed by Jepson, Clarke, and Ragsdell [(2012, June 13–15). Investigating the use of the Motivation–Opportunity–Ability (MOA) Model to reveal the factors which facilitate or inhibit inclusive engagement within local community festivals. Global events congress: Conference proceedings, Stavanger, Norway] that support the creation of inclusive community festivals and events through inclusive participation within the planning and decision-making process. The article then moves on to explore the methodological concerns triggered by this model, such as the need to be adaptable and flexible across a multifaceted community event with regard to collecting primary data whilst maintaining integrity and validity during analysis. Finally, the article comments on the overall suitability of the MOA model to capture primary data and draw conclusions about best practice for community engagement in local festivals and events. Correspondence Address: Allan Jepson, Marketing and Enterprise Division, Hertfordshire Business School, University of Hertfordshire, Hertfordshire, UK. E-mail: [email protected] Scandinavian Journal of Hospitality and Tourism, 2014 Vol. 14, No. 3, 331–348, http://dx.doi.org/10.1080/15022250.2014.946230 # 2014 Taylor & Francis