TY - JOUR
T1 - Benefit segmentation of visitors to a rural community-based festival
AU - Li, Mimi
AU - Huang, Zhuowei
AU - Cai, Liping
N1 - Funding Information:
Data used in this study were collected at a rural community-based festival in Indiana that took place from June 30–July 4, 2006. The festival has been run by a group of volunteers since 1981 during the Independence Day holiday period. The festival hosts a wide range of activities including a car show, different types of rides, and boat racing. The most popular ones are the fireworks and a concert. Festival attendees can also sample a variety of food. The festival receives very limited financial support from the local government, and is primarily funded by donations and vendor participation fees.
Copyright:
Copyright 2009 Elsevier B.V., All rights reserved.
PY - 2009
Y1 - 2009
N2 - This study examines the motivation of the attendees of a community-based festival in the rural Midwest of the United States. Six motivational factors are identified from the visitor data collected at the festival: Escape, novelty, nostalgia and patriotism, event excitement, family togetherness, and socialization. Among them, escape was the most dominant motivation. Five clusters are identified, including family travelers, event enthusiasts, loyal festival goers, escapers, and social gathering lovers. The five clusters are distinct in terms of the respondents' perception of the festival and revisit intention. The characteristics of each segment are given, and the practical implications of the findings are discussed.
AB - This study examines the motivation of the attendees of a community-based festival in the rural Midwest of the United States. Six motivational factors are identified from the visitor data collected at the festival: Escape, novelty, nostalgia and patriotism, event excitement, family togetherness, and socialization. Among them, escape was the most dominant motivation. Five clusters are identified, including family travelers, event enthusiasts, loyal festival goers, escapers, and social gathering lovers. The five clusters are distinct in terms of the respondents' perception of the festival and revisit intention. The characteristics of each segment are given, and the practical implications of the findings are discussed.
KW - Benefit segmentation
KW - Festival motivation
KW - Rural community
UR - http://www.scopus.com/inward/record.url?scp=70450129302&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=70450129302&partnerID=8YFLogxK
U2 - 10.1080/10548400903163152
DO - 10.1080/10548400903163152
M3 - Article
AN - SCOPUS:70450129302
SN - 1054-8408
VL - 26
SP - 585
EP - 598
JO - Journal of Travel and Tourism Marketing
JF - Journal of Travel and Tourism Marketing
IS - 5-6
ER -