Understanding What Really Motivates Attendance: A Music Festival Segmentation Study |
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| Authors: | Aaron Tkaczynski Sharyn Rundle-Thiele |
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| Affiliation: | 1. School of Tourism, Faculty of Business, Economics and Law, St. Lucia Campus , The University of Queensland , General Purpose North 3 (Bld. 39A), Corner of Campbell Road and Blair Drive, St. Lucia, Brisbane , Qld 4072 , Australia a.tkaczynski@uq.edu.au;3. Department of Marketing of Griffith Business School at Griffith University in Nathan , General Purpose North 3 (Bld. 39A), Corner of Campbell Road and Blair Drive, St. Lucia, Qld , Australia |
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| Abstract: | Religious music festivals represent a growing tourism market providing significant benefits to both visitors and stakeholders. However, little research has been conducted to identify the characteristics of visitors to these religious themed events and whether the dual factor theory is appropriate for segmentation. To address these research gaps, 1,702 questionnaires were collected at an Australian Christian music festival and were analyzed using TwoStep cluster analysis. Four clusters were revealed that differed based on several visitor characteristics. Religion was identified as a hygiene factor in addition to gender. This study has provided several theoretical and practical contributions while future research opportunities are also outlined. |
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| Keywords: | Christian dual factor theory Easterfest market segmentation religious music festival TwoStep cluster analysis |
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