Segmentation of the spectators attending a festival based on musical preferences

Jesús Claudio Pérez-Gálvez (Department of Applied Economics, Universidad de Córdoba, Córdoba, Spain)
Tomas Lopez-Guzman (Department of Applied Economics, Universidad de Córdoba, Córdoba, Spain)
Gema Gomez-Casero (Department of Applied Economics, Universidad de Córdoba, Córdoba, Spain)
Juan Vicente Fruet Cardozo (Department of Applied Economics, Universidad de Córdoba, Córdoba, Spain)

International Journal of Event and Festival Management

ISSN: 1758-2954

Publication date: 9 October 2017

Abstract

Purpose

The purpose of this paper is the segmentation of the spectators attending a music festival in the city of Córdoba, Spain, according to their musical preferences.

Design/methodology/approach

In order to achieve this objective, the methodology used in the research consisted of the application of a group of multivariable techniques and in the realisation of a post hoc single-variate ANOVA analysis.

Findings

The principal conclusion resulting from this research is that there are different musical preferences with respect to the spectators at a music festival.

Practical implications

The main practical application of this research focusses on knowing the principal factors that determine musical preferences of the persons attending the festival.

Originality/value

The principal originality factor and innovation is analysing how the spectators of a music festival that has been held for many years attend with different motivations with respect to their musical preferences.

Keywords

Acknowledgements

The authors of this paper wish to thank the Municipal Performing Arts Institute (Instituto Municipal de Artes Escénicas de Córdoba (IMAE)) for its valuable support in conducting this research.

Citation

Pérez-Gálvez, J.C., Lopez-Guzman, T., Gomez-Casero, G. and Fruet Cardozo, J.V. (2017), "Segmentation of the spectators attending a festival based on musical preferences", International Journal of Event and Festival Management, Vol. 8 No. 3, pp. 346-360. https://doi.org/10.1108/IJEFM-03-2017-0021

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Publisher

:

Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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