A Segmentation of Volunteers at the 2013 Austin City Limits Music Festival: Insights and Future Directions |
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| Authors: | Jarrett R Bachman Kenneth F Backman William C Norman |
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| Institution: | 1. College of Business, California State University, Monterey Bay, Seaside, California;2. Department of Parks, Recreation and Tourism Management, Clemson University, Clemson, South Carolina |
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| Abstract: | Volunteers at music festivals play a critical role in festival operation and success. As the music festival industry continues to grow, the ability for these large productions to effectively execute a large volunteer program is augmented. Volunteers from the 2013 Austin City Limits Music Festival were surveyed in regards to their self-image congruency, motivation, satisfaction, and intent to return as a volunteer at the festival. Analysis resulted in three distinct segments which has significant practical implications for festival management. Academic implications exist with the addition of self-image congruency and further discovery of volunteers in the festival and event industry. |
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| Keywords: | segmentation mega-events music festivals Austin City Limits volunteerism |
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