Understanding what really motivates attendance: a music festival segmentation study

Tkaczynski, Aaron and Rundle-Thiele, Sharyn (2013) Understanding what really motivates attendance: a music festival segmentation study. Journal of Travel and Tourism Marketing, 30 6: 610-623. doi:10.1080/10548408.2013.810998

Author Tkaczynski, Aaron
Rundle-Thiele, Sharyn
Title Understanding what really motivates attendance: a music festival segmentation study
Journal name Journal of Travel and Tourism Marketing   Check publisher's open access policy
ISSN 1054-8408
Publication date 2013-01-01
Sub-type Article (original research)
DOI 10.1080/10548408.2013.810998
Open Access Status DOI
Volume 30
Issue 6
Start page 610
End page 623
Total pages 14
Place of publication Philadelphia, PA, United States
Publisher Routledge
Language eng
Formatted 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.
Keyword Christian
Dual factor theory
Market segmentation
Religious music festival
TwoStep cluster analysis
Event segmentation
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Faculty of Business, Economics and Law -- Publications
Official 2014 Collection
UQ Business School Publications
Version Filter Type
Citation counts: TR Web of Science Citation Count  Cited 11 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 13 times in Scopus Article | Citations
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Created: Sun, 15 Sep 2013, 10:11:47 EST by System User on behalf of School of Tourism