Year: 2024
Type: article
Study design: Observational Study
Abstract: This study aims to explore the heterogeneity of local agricultural festival attendees by adopting a collaborative marketing approach which enables cross-retention of festival attendees among multiple local agricultural festivals. Using the data collected from the on-site survey at three local agricultural festivals, this study conducted the cluster analysis. Findings indicate the viability of variety seeking and festival loyalty as segmentation criteria involving multiple local agricultural festivals together and suggested four clusters, Multi festival goers, One festival goers, Other festival goers, and No returners. Each cluster demonstrates discrete behavioral and geographic characteristics about their local agricultural festival experience.
Source: Events and Tourism Review
DOI: 10.18060/28150
Author: Hyungsuk Choo
Institution: Bowling Green State University
Language: English
Topic: Sport and Mega-Event Impacts
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4404690835