Segmentation of festival motivation by nationality and satisfaction

Abstract Considering the importance of festival market segmentation as valuable marketing tool for promotion and understanding segment characteristics based on motivations, this study attempted to segment festival market using a cluster analysis based on delineated motivation factors. This study also explored any potential importance of motivation clusters and visitor types as factors of influencing their overall satisfaction based on main and interaction effects. A cluster analysis identified four clustered segments for six motivation factors in which the multi-purpose seekers were found to be the most important segment. Domestic segmented clusters were found to be influenced by TV and radio, whereas foreign-segmented clusters were influenced by friends and travel agency, indicating differentiation of promotional strategies. Two-way ANOVA indicates that visitor satisfaction was influenced by motivation and type of visitors, respectively. However, visitor types did not appear to act as an interaction variable for the effect of motivation on overall satisfaction.

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