2019
DOI: 10.3727/152599518x15403853721420
|View full text |Cite
|
Sign up to set email alerts
|

Target Marketing of Small-Scale Festival Attendees: A Scoping Study

Abstract: Targeting festival attendees based on key criterion can provide a greater return on investment for festival organizers. Despite considerable insight into festival attendee segmentation, studies have failed to validate targeted segments, which provides the impetus for this research note. This research segments and targets attendees to six small-scale festivals across three countries by applying Kotler's target marketing criteria (measurability, substantiality, accessibility, actionability). Results suggest tha… Show more

Help me understand this report

Search citation statements

Order By: Relevance

Paper Sections

Select...
4
1

Citation Types

0
6
0
5

Year Published

2021
2021
2024
2024

Publication Types

Select...
6

Relationship

1
5

Authors

Journals

citations
Cited by 6 publications
(11 citation statements)
references
References 34 publications
0
6
0
5
Order By: Relevance
“…Another research topic deriving directly from the previous two, concerns attendee segmentation (Chang, 2006;Formica & Uysal, 1996;Li et al, 2009;Tkaczynski et al, 2019). Tkaczynski & Rundle-Thiele (2011 reviewed event and festival audience segmentation studies from 1993 to 2017.…”
Section: Literature Reviewmentioning
confidence: 99%
See 4 more Smart Citations
“…Another research topic deriving directly from the previous two, concerns attendee segmentation (Chang, 2006;Formica & Uysal, 1996;Li et al, 2009;Tkaczynski et al, 2019). Tkaczynski & Rundle-Thiele (2011 reviewed event and festival audience segmentation studies from 1993 to 2017.…”
Section: Literature Reviewmentioning
confidence: 99%
“…As shown by Table 1, segmentation studies of festivals based on local cultural traditions are mainly on big-scale events, mostly in US or Asia. Segmentation techniques varied from factor-cluster analysis (Chang, 2006;de Guzman et al, 2006;Horng et al, 2013;Kim et al, 2007;Lee & Lee, 2001;Lee & Kyle, 2014;Li et al, 2009;Thompson & Schofield, 2009) and cluster analysis (Houghton, 2008;Poisson & Chen, 2010;Tkaczynski et al, 2019), to a priori segmentation based on the answers to one selected question (Mohr et al, 1993;Dodd et al, 2006;Saayman et al, 2012). The most used variable is attendee motivations.…”
Section: Literature Reviewmentioning
confidence: 99%
See 3 more Smart Citations