Journal of Travel Research · 1998 · 371 citations · 31 references
ManagementMarketingMarketing ManagementEvent ManagementFestival StudiesMarket SegmentationEvent MarketingEvent TourismFestival EconomyFestival ManagementFestival TourismTourism MarketingCluster AnalysisCultural Event TourismEvent MotivationsFestival MotivationFestival SegmentationMarital Status ClassificationTourism Market SegmentationTourist Visitors
This study explores the existing markets of the unique annual Spoleto Festival in Italy, which blends internationally renowned cultural exhibitions with historical settings. The authors used posteriori market segmentation, applying factor analysis to identify key motivations for attending the festival and cluster analysis to group visitors by motivational behaviors. The analysis identified two distinct visitor groups—Enthusiasts and Moderates—differing significantly in age, income, and marital status, with implications for targeted marketing and management.
This study explores the existing markets of a unique annual event, the Spoleto Festival in Italy, that blends inter nationally well-known cultural exhibitions with historical settings. Behavioral, motivational, and demographic char acteristics of festival visitors were examined by using a posteriori market segmentation. Factor analysis was performed to determine the leading motivations for attending the international cultural-historical event, whereas cluster analysis was employed to identify groups of respondents based on motivational behaviors. Based on the findings, two distinct groups were formed: Enthusiasts and Moderates. The results of the study show statistically significant differences between the two groups in terms of age, income, and marital status. Marketing and management implications for effectively targeting the two market segments are discussed.
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