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

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.