A cause for celebration! A psychographic typology of attendees at a benefit concert
International Journal of Culture, Tourism and Hospitality Research
ISSN: 1750-6182
Article publication date: 28 June 2021
Issue publication date: 28 October 2021
Abstract
Purpose
This exploratory study aims to show that events can create awareness and facilitate behavioural change among attendees. Festivals and events can use the United Nations sustainable development goals as drivers of societal change and business growth. Unfortunately, the attendees to a benefit concert have not been investigated to date. This study fills this gap by segmenting attendees to a benefit concert aimed at eradicating poverty.
Design/methodology/approach
A quantitative destination-based survey was undertaken at the Mandela 100: Global Citizen Festival in Johannesburg, South Africa, in 2018. A simple random sampling method was used within a stratified sampling method, and 408 questionnaires were obtained.
Findings
Three psychographic segmentation variables were used: motives for attending the event (novelty, escape and socialization and cause advocating); behavioural intentions and change as a result of attending the event (cognition and awareness, loyalty-related behaviour, active engagement and travel-related behaviour); and global causes aimed at eradicating poverty that attendees regard as important to support (social, sustainability, fiscal, fundamental and elevated prosperity). The results revealed three distinct segments, proposing that an AID-typology applies to benefit concert attendees: advocates, inspirers and discoverers. Each group has either a high, moderate or low level of commitment towards the festival’s and other global causes.
Practical implications
Practical implications are suggested as guidelines to encourage advocacy and active involvement for global causes.
Originality/value
This study was conducted from a developing country’s perspective and contextualizes the role that events can play in advocating for specific causes and encouraging citizens to get involved.
Keywords
Acknowledgements
This research received no specific grant from any funding agency in the public, commercial or not-for-profit sectors. This work is based on the research supported by the National Research Foundation (NRF). Any opinion, finding and conclusion or recommendation expressed in this material is that of the authors and the NRF does not accept any liability in this regard. The authors are grateful to all the respondents who were willing to form part of the research.
Citation
Kruger, M. and Viljoen, A. (2021), "A cause for celebration! A psychographic typology of attendees at a benefit concert", International Journal of Culture, Tourism and Hospitality Research, Vol. 15 No. 4, pp. 580-597. https://doi.org/10.1108/IJCTHR-07-2020-0135
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited