Segmenting and Profiling the Portuguese Festival-Goers Through the Most Ancient Form of Music Retailing: The Music Festivals

Abstract

This article intends to segment and profile the festival-goers in Portugal, and through a mixed mode survey of 657 Portuguese citizens using latent segments models, a three-segment solution was achieved: music lovers, 53%; networkers, 33%; and tourists, 14%. The majority of the festival-goers, the music lovers, consider Optimus Alive the most memorable festival because of the music and these results should be conveniently used for music retailing purposes. The model identified the demographic factors that contributed the most to the solution, and according to each segment, several recommendations to festivals organizations are presented.

Segmentation of the spectators attending a festival based on musical preferences

“…Kruger and Saayman (2016) categorised a segmentation into three groups: enthusiasts, sentimentalists and novices. Fonseca and Ramos (2014) identified three segments in relation to those attending musical events in Portugal: music lovers, networkers and tourists. Kruger and Saayman (2016) segmented the spectators that attended a concert of electronic dance music into three groups: enthusiasts, energisers and electros.…”

“…In turn, the pilot test consisted of conducting 30 surveys with persons that have usually attended the festival in its latest editions. The survey used in this research was based on different previous papers (Yolal et al, 2012;Fonseca and Ramos, 2014;Pérez-Gálvez et al, 2015;Saayman and Saayman, 2016;Kruger and Saayman, 2016) and responded to different questions on music as a cultural product. The survey was distributed in two languages, Spanish and English.…”

“…Festivals have a basic importance for the social and cultural development of the local community and as a form of creating attractions for tourists (Yolal et al, 2012;Horng et al, 2013;Duran and Hamarat, 2014). In this way, and especially during the Summer months, festivals are repeated throughout different geographical areas, responding to motivations for training, recreation and of a social and cultural nature (Fonseca and Ramos, 2014). Festivals are meeting places for socialising where a unique experience can be obtained (Fonseca and Ramos, 2014).…”

“…In this way, and especially during the Summer months, festivals are repeated throughout different geographical areas, responding to motivations for training, recreation and of a social and cultural nature (Fonseca and Ramos, 2014). Festivals are meeting places for socialising where a unique experience can be obtained (Fonseca and Ramos, 2014). Therefore, it is necessary to determine the impact of the event on the place in which it is held, the motivations of those attending, the segmentation of the spectators and their levels of satisfaction (Horng et al, 2013).…”

36th Cordoba Guitar Festival: Spectator Analysis Using Structural Equation Modelling (SEM)

“…From an initial survey, and after successive refinements, a pretest was conducted with an initial sample of characteristics similar to the final sample until arriving at the definitive format. The survey used in this research was based on Yolal et al [37], Fonseca and Ramos [2], Saayman and Saayman [13], and Kruger and Saayman [40] and included questions on music as a cultural product. The survey was distributed in two languages, Spanish and English.…”