A Market Segmentation of Festival Visitors: Umbria Jazz Festival in Italy

The Comparison of the Demographic Features of the Participants in Terms of Participation Motives to Different Events

“…The Ralston and Crompton(1988) which studied the cultural event set forth the dimensions of the family togetherness, meeting new people and observing people, nostalgia, learning and discovering, social links, search for doing something, escaping from personal and social pressures. In the study that the Formica and Uysal (1996) made, the dimensions of the excitement/pleasure, socializing, entertainment, new events, family togetherness revealed. And Lee, Lee and Wicks (2004) set forth the cultural discovery, family togethers, change, escaping and the attraction of an event and socializing dimensions.…”

“…Mohr et al (1993) in their study dealt with the ''Freedom Weekend Aloft, a Hot Air Balloon Festival" which was a festival about special hobbies, the dimensions of socializing, family togetherness, excitement/ extraordinary, escaping, new events; in the study which Formica and Uysal (1996) dealt with the '1995 Umbria Jazz Festival'' which was a cultural event, the dimensions of excitement/pleasure, socializing, new events, family togetherness gained attention. In the "Italy Spoleto Festival" which was done in the year of 1998, and was constituted from the music and opera, the dimensions revealed were the socializing ve entertainment, the event attraction/excitement, group togetherness, cultural/historical and family togetherness.…”

The impact of (jazz) festivals

“…) than from the classical/opera literature, the latter of which have 'traditionally been concerned with works and composers rather than the performance and concert context' (Doctor et al 2007: 6). Another finding is the high proportion of tourism studies literature for jazz festivals (for example, Saleh and Ryan 1993;Formica and Uysal 1996;Saayman and Rossouw 2010;Bracalente et al 2011), indicating the use of jazz festivals as a means for attracting tourists and sponsorship, and for other social and cultural benefits (for example, Curtis 2010;Keogh 2014;Vestrum 2014). The Cape Town International Jazz Festival, for example has a threefold purpose: to provide a jazz experience for the tourists and visitors, to develop the community and to grow the local economy (Saayman and Rossouw 2010: 255).…”

“…Jazz festivals have the ability to transform a town or city once a year as the interactions of the jazz festival -the musicians, the people -allow 'musicking' (Small 1998) as a ritual that reflects the ideas of 'ought-to-be-relationships in the world' for its participants (Dvinge 2015: 195) Indeed, many of the studies of motivation in the event management and tourism studies literature found that major motivations for festival attendance in general were socialization and family togetherness (regarding jazz festivals in particular, see Saleh and Ryan 1993;Formica and Uysal 1996;Thrane 2002;Taylor and Slabbert 2012;Pitts and Burland 2013;Wiliams and Saayman 2013;Kemp and White 2013;and Calder, Isaac and Malthouse 2013.). 6 However, the potential for socialization depends on the venue and the place: larger festivals, for instance, often lack opportunities for socialization because of their size and spread.…”

Designing Events for Social Interaction

“…For example, Formica and Uysal (1996) found a significant difference between the motivations of residents and nonresidents while studying a jazz festival in Italy. Entertainment was more important for the outof-the-region visitors whereas residents were more motivated by the socialization.…”