Segmentation of visitors attending a multicultural festival: an Australian scoping study

Tkaczynski, Aaron and Toh, Zhi Hong (2014) Segmentation of visitors attending a multicultural festival: an Australian scoping study. Scandinavian Journal of Hospitality and Tourism, 14 3: 296-314. doi:10.1080/15022250.2014.946231


Author Tkaczynski, Aaron
Toh, Zhi Hong
Title Segmentation of visitors attending a multicultural festival: an Australian scoping study
Journal name Scandinavian Journal of Hospitality and Tourism   Check publisher's open access policy
ISSN 1502-2269
1502-2250
Publication date 2014
Sub-type Article (original research)
DOI 10.1080/15022250.2014.946231
Open Access Status
Volume 14
Issue 3
Start page 296
End page 314
Total pages 19
Place of publication Abingdon, Oxon, United Kingdom
Publisher Routledge
Collection year 2015
Language eng
Subject 1409 Tourism, Leisure and Hospitality Management
Abstract An understanding of visitors' motivations to attend a multicultural event is essential for the development of attracting event offerings. Whilst it is acknowledged that a multicultural festival provides many benefits for tourists and residents alike, there is little consensus on why visitors are motivated to attend these cultural events. Furthermore, it is not confirmed whether these motivations differ amongst visitors based on other personal characteristics such as their age and income levels. To address these research gaps, 322 questionnaires were collected at two Australian multicultural festivals and analysed using exploratory factor analysis. Four motivational segments labelled as culture, escape, people and enjoyment were identified. Differences amongst these visitor motivations were evident based on their profiling characteristics. This study has provided several theoretical and practical contributions relating to segmenting visitors to multicultural festivals. Future research opportunities and limitations of this research are also outlined. © 2014
Keyword Australia
Festival
Market segmentation
Motivation
Multiculturalism
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2015 Collection
UQ Business School Publications
 
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