A profile of community-based agricultural festival attendees in North America: a comparative study
by Jenny Jiyeon Lee
International Journal of Hospitality and Event Management (IJHEM), Vol. 1, No. 3, 2015

Abstract: Recent research on visitor profiles of multiple festivals has revealed the limited generalisability of the findings across studies. This study systematically examined socio-demographic and trip-related characteristics of visitors to similar-themed festivals within the same region. Guided by the concept of a product/tourist area life, these characteristics were identified and compared among the three festivals and with other types of festivals reported in the literature. Data collected from visitors using an onsite survey at the three community-based agricultural festivals in North America. The study results demonstrated that differences in life cycle stages generally determined varying visitor characteristics across festivals. The findings provide insights into identifying right target markets and developing marketing strategies for festival managers with limited financial resources and marketing knowledge.

Online publication date: Tue, 16-Feb-2016

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