Understanding What Really Motivates Attendance: A Music Festival Segmentation Study

Abstract

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.