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Extant literature on social-cultural impacts of festivals traditionally takes into consideration perspectives of the host community while neglecting those of visitors, who often times comprise a high percent of total number of attendees at such expositions. Additionally, motivations of these visitors to attend festivals have rarely been considered in explaining perceived impacts among festival attendees. This study examined the underlying structures of motivations to attend the annual Morden Corn and Apple Festival, Manitoba, Canada among area residents and visitors as well as their perceived sociocultural impacts of the festival on community through a newly developed festival-attending motivation scale and modified Festival Social Impact Attitude Scale (FSIAS). Exploratory factor analysis and multiple regression results suggested that at least one motivation factor ( i.e., social interaction and /or knowledge gain) significantly predicted three of the four modified FSIAS factors.
