Search results

1 – 10 of over 8000
Article
Publication date: 2 December 2021

Fangfang Shi, Shaojun Ji, David Weaver and Ming-Feng Huang

This study aims to examine the components and evolution of the Chinese wine festival market using the Dalian International Wine and Dine Festival (DIWDF) as a case study.

Abstract

Purpose

This study aims to examine the components and evolution of the Chinese wine festival market using the Dalian International Wine and Dine Festival (DIWDF) as a case study.

Design/methodology/approach

Adopting a longitudinal approach, survey data were collected from attendees of the first, fifth and seventh DIWDF in 2012, 2016 and 2018, respectively. Cluster analysis segmented attendees by wine and festival experience and consumption features. Comparative analysis was conducted to examine segment differences by demography, festival motivation, satisfaction and intention. Changes in segments over time were examined across the three times.

Findings

The following three clusters were identified: “wine-novice fest-newbies,” “occasional drinker fest-goers” and “wine-lover fest-enthusiasts.” Over the study period, the proportion of “wine-lover fest-enthusiasts” increased significantly while the percentages of the other two segments decreased, demonstrating the evolution of the Chinese wine festival market and their consumer impacts.

Practical implications

This study offers straightforward indicators of market value via consumption features for both wine businesses and festival organizers. The characteristics of the segments and their inter-linkage have important implications for developing product mix, targeting strategies, festival service design and market development.

Originality/value

This is the first known empirical research globally to investigate relationships among market segments both horizontally (differences between segments) and vertically (development over time) and to incorporate both wine- and festival-related consumption features.

Details

International Journal of Contemporary Hospitality Management, vol. 34 no. 3
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 31 May 2013

Rhiannon Santos‐Lewis and Miguel Moital

The purpose of this paper is to examine the constraints to attend salsa events and festivals across salsa dancing specialization segments.

1228

Abstract

Purpose

The purpose of this paper is to examine the constraints to attend salsa events and festivals across salsa dancing specialization segments.

Design/methodology/approach

In‐depth interviews with salsa dancers from three salsa specialization levels were carried out.

Findings

Specialization level acted as a predictor of salsa event attendance and there appears to be an event career associated to progress in salsa dancing specialisation, which eventually branched out to a tourist career. Moreover, there was a relationship between the types of constraints and recreation specialisation level, with participants negotiating constraints frequently in order to ensure event attendance.

Research limitations/implications

The interviews were carried out on participants in a mid‐size town in southern England, where the range of competing leisure activities is limited. In addition, the study focused on one recreational activity and one type of event.

Practical implications

Several implications for the marketing of events and festivals can be drawn. First, marketers of salsa events should tie closely with providers of salsa classes and marketers of salsa classes need to provide opportunities for salsa dancers to attend events. Second, marketing strategies aiming at helping recreationists overcome constraints should be different according to the level of specialization. Third, given the nature of constraints faced by the less experienced recreationists, efforts to attract individuals earlier in the specialization path may be fruitless.

Originality/value

This paper is one of the first to explicitly examine the relationship between specialization and constraints to perform behaviors associated to a recreational activity.

Details

International Journal of Event and Festival Management, vol. 4 no. 2
Type: Research Article
ISSN: 1758-2954

Keywords

Article
Publication date: 26 June 2023

Vincent Asimah, Ratih Hurriyati, Vanessa Gaffar and Lili Adi Wibowo

This study examines the effect of festival visitors' emotional solidarity and segmentation on revisiting intentions to Ghana for the Panafest/Emancipation festivals during the…

Abstract

Purpose

This study examines the effect of festival visitors' emotional solidarity and segmentation on revisiting intentions to Ghana for the Panafest/Emancipation festivals during the COVID-19 pandemic.

Design/methodology/approach

The study utilised data from a self-completed survey administered to festival-goers who attended the Panafest and Emancipation festivals in 2019 and 2021. In 2019, 782 questionnaires were sent to participants out of which 446 responded to the questionnaires. However, in 2021, 567 questionnaires were administered to the festival participants out of which 296 responded to the questionnaires. Multiple linear regression was performed using the ordinary least square (OLS) estimation technique.

Findings

The study found that emotional solidarity, gender, age, educational background and place of residence are important factors in predicting whether festival visitors will revisit Ghana for the Panafest and Emancipation festivals or not. Emotional solidarity was a positive predictor of revisit intentions, while gender and age also played a role with male and older visitors being more inclined to revisit Ghana for the festivals. The educational background had a positive and significant effect in 2021 but was insignificant in 2019. Place of residence had a significant but negative effect in 2021 due to the emergence of COVID-19.

Practical implications

The study's findings suggest that stakeholders in Ghana's tourism industry, including the Ministry of Tourism, Arts and Culture, Ghana Tourist Authority, hotels and other hospitality services, should consider emotional solidarity and visitor segmentation when developing marketing strategies. Additionally, strategies to address the impact of COVID-19 on revisit intentions and spending should be considered.

Originality/value

This study contributes to the understanding of the factors that influence festival visitors' revisit intentions in Ghana and how the emergence of COVID-19 affects these intentions. The study's focus on emotional solidarity and visitor segmentation provides insights into developing effective marketing strategies in the tourism industry.

Details

International Journal of Event and Festival Management, vol. 14 no. 4
Type: Research Article
ISSN: 1758-2954

Keywords

Article
Publication date: 14 October 2019

Matt Holden, Richard Shipway and Matthew Lamont

In sport tourism, an undeniable recent participation trend is the gravitation of amateur athletes to participatory sport events, particularly cycling sport tourism events. This…

Abstract

Purpose

In sport tourism, an undeniable recent participation trend is the gravitation of amateur athletes to participatory sport events, particularly cycling sport tourism events. This trend presents numerous policy, applied, and scholarly opportunities and challenges. Contemporary trends are identified to guide future research addressing cycling sport tourism events. The paper aims to discuss these issues.

Design/methodology/approach

This is a collaborative initiative between a major global sport event management organisation and established sport tourism scholars. Industry data are drawn upon to identify contemporary sport event participation trends and thus inform a future research agenda.

Findings

This paper draws upon industry data and insights to tease out five emerging trends in the participatory sport event sector which scholars should engage with.

Research limitations/implications

Due to the confidential nature of the company data, there were restrictions in the detail which could be reported.

Practical implications

Increasing growth in premium quality, physically challenging cycling sport tourism events is analysed. A five-pronged future research agenda is proposed to address contemporary sport event management issues around measuring event impacts; strategic management of events; and leveraging globalisation and emerging markets.

Originality/value

Based on trends identified in this paper, theoretical concepts are drawn upon to propose a timely, industry-relevant future research agenda into cycling sport tourism events.

Details

International Journal of Event and Festival Management, vol. 10 no. 3
Type: Research Article
ISSN: 1758-2954

Keywords

Article
Publication date: 8 March 2022

Fu Chieh Hsu, Sung Hee Park and Joseph C. Miller

The primary purpose of this research is to segment food festivalgoers based upon their experiential value. Once those segments are found, it aims to examine whether the segments…

Abstract

Purpose

The primary purpose of this research is to segment food festivalgoers based upon their experiential value. Once those segments are found, it aims to examine whether the segments differ with regard to their perceived level of satisfaction, delight and loyalty.

Design/methodology/approach

A self-administered questionnaire was designed to assess the on-site festival experiential value, satisfaction, delight and loyalty of local and overseas visitors at the Macau International food festival. Data were analyzed by using the factor and cluster approach. To profile segments, a series of chi-square tests, ANOVAs and multivariate analysis of variance were performed.

Findings

This study uncovered three underlying dimensions of experiential value and classified four segments based on their experiential value among the food festivalgoers, which provides insightful implications for festival organizers and marketers. The segments differed in age, education level and place of residence. Furthermore, the multi-experiential value group was the most important segment, showing the highest festival satisfaction, delight and loyalty.

Originality/value

Experiential value reflects a core value of festival attendees, where the experience is a determining factor in the creation of a successful festival and desirable outcomes. Limited studies, however, have been conducted to segment food festival markets according to their festival experience. This study identified experiential value, applying it as a segmentation criterion within a food festival setting.

Details

British Food Journal, vol. 125 no. 1
Type: Research Article
ISSN: 0007-070X

Keywords

Content available
Book part
Publication date: 4 December 2018

Abstract

Details

The Branding of Tourist Destinations: Theoretical and Empirical Insights
Type: Book
ISBN: 978-1-78769-373-9

Article
Publication date: 7 January 2014

Chris Hopkins, Charles Wood, Jennifer Siemens and Mary Anne Raymond

– This research aims to investigate how individuals' perceptions and reallocation of resources due to a life transition uniquely affect their responses to marketing activities.

1742

Abstract

Purpose

This research aims to investigate how individuals' perceptions and reallocation of resources due to a life transition uniquely affect their responses to marketing activities.

Design/methodology/approach

A multi-method approach is undertaken, with Study 1 being qualitative in nature and Study 2 consisting of a quantitative experimental design. Study 1 consists of in-depth interviews with both newlyweds and empty nesters. Study 2 incorporates a survey design with 412 respondents; data is analyzed via structural equation modeling, multivariate analysis of variance (MANOVA) and post hoc multiple comparison tests.

Findings

Findings reveal that consumer appraisal of a transition event is a key predictor of response to marketing activities, and that consumers have an inverted-U shape response to advertising across three transition stages (anticipatory, liminal, re-established).

Practical implications

Because appraisal is not generally captured by market research, companies may be able to estimate appraisal by combining resource availability information with existing demographic data. Because resources are found to be a significant predictor of appraisal, by anticipating resource levels, a firm may be able to estimate appraisal and thus be able to forecast advertising responsiveness.

Originality/value

Researchers have not investigated how changes in the availability of time and other resources during life events affect consumers' appraisal of products, adaptation to new roles, or response to marketing efforts. As such, examining the influence of resources and transition stage on attitudes toward marketing activities during life transitions makes a meaningful contribution to the literature.

Details

Journal of Consumer Marketing, vol. 31 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 15 February 2021

Yanina Chevtchouk, Cleopatra Veloutsou and Robert A. Paton

The marketing literature uses five different experience terms that are supposed to represent different streams of research. Many papers do not provide a definition, most of the…

2950

Abstract

Purpose

The marketing literature uses five different experience terms that are supposed to represent different streams of research. Many papers do not provide a definition, most of the used definitions are unclear, the different experience terms have similar dimensionality and are regularly used interchangeably or have the same meaning. In addition, the existing definitions are not adequately informed from other disciplines that have engaged with experience. This paper aims to build a comprehensive conceptual framework of experience in marketing informed by related disciplines aiming to provide a more holistic definition of the term.

Design/methodology/approach

This research follows previously established procedures by conducting a systematic literature review of experience. From the approximately 5,000 sources identified in three disciplines, 267 sources were selected, marketing (148), philosophy (90) and psychology (29). To address definitional issues the analysis focused on enlightening four premises.

Findings

This paper posits that the term brand experience can be used in all marketing-related experiences and proposes four premises that may resolve the vagaries associated with the term’s conceptualization. The four premises address the what, who, how and when of brand experience and aim to rectify conceptual issues. Brand experience is introduced as a multi-level phenomenon.

Research limitations/implications

The suggested singular term, brand experience, captures all experiences in marketing. The identified additional elements of brand experience, such as the levels of experience and the revision of emotions within brand experience as a continuum, tempered by repetition, should be considered in future research.

Practical implications

The multi-level conceptualization may provide a greater scope for dynamic approaches to brand experience design thus providing greater opportunities for managers to create sustainable competitive advantages and differentiation from competitors.

Originality/value

This paper completes a systematic literature review of brand experience across marketing, philosophy and psychology which delineates and enlightens the conceptualization of brand experience and presents brand experience in a multi-level conceptualization, opening the possibility for further theoretical, methodological and interdisciplinary promise.

Book part
Publication date: 13 August 2012

Aaron Tkaczynski and Sharyn Rundle-Thiele

This chapter aims to compare two data collection methods to ascertain whether the method impacts the segments derived for events. A total of 1,180 onsite surveys were collected…

Abstract

This chapter aims to compare two data collection methods to ascertain whether the method impacts the segments derived for events. A total of 1,180 onsite surveys were collected during a music festival and 522 online surveys were completed by attendees a fortnight after the event ended. Both sets of data were analyzed separately using TwoStep cluster analysis. Four valid segments were identified in both models. In each case 4 segmentation bases and 12 variables represented the final solutions with minimal but observable differences. Of note, a difference in the size of the clusters was identified. Furthermore, in a few instances a category that was ranked first for the onsite approach fell to second, or vice versa. Both online and onsite data collection methods are capable of providing data for segmentation purposes with a high degree of accuracy observed between data collection methods. Researchers must be aware that the choice of data collection will have a minor influence on the segments derived. Ideally researchers should seek to collect data using multiple data collection methods to gain a more holistic view of festival attendees.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-78052-936-3

Keywords

Article
Publication date: 14 March 2016

Young Hoon Kim, Jen L. Duncan and Tun-Min (Catherine) Jai

The purposes of this paper is to segment spectators of collegiate football game using a cluster analysis and to determine differences between spectator clusters based on…

1181

Abstract

Purpose

The purposes of this paper is to segment spectators of collegiate football game using a cluster analysis and to determine differences between spectator clusters based on motivations, satisfaction, and demographic characteristics.

Design/methodology/approach

A survey instrument was utilized, and a total of 407 usable data were gathered through a convenience sampling method at a main campus in the Southern USA. A discriminant analysis was employed to create cluster profiles including demographic variables not previously included in the clustering procedure. Cluster analysis is a procedure used to determine best group segmentation.

Findings

Through a factor-cluster analysis, two distinct groups are identified as attendees of collegiate football games: far-away fans and seasoned sideliners. Knowing the different spectators in event attendance allows marketers of collegiate sport events to effectively target segments and attract larger numbers of visitors to each event. Although the results indicated lower satisfaction with the far-away fans cluster, they are nonetheless spending their money at these events. A concerted effort to better welcome tourists that are supporting the visiting team may help boost their image of the local community and thus increase their spending level.

Originality/value

The current study adds to the literature on sport event research, while providing great insight for researchers and practitioners how to segment their target market. Therefore, it is believed that the results of the present study will help future researchers and industry practitioners make use of the implications and findings to broaden their knowledge about sport marketing.

Details

Sport, Business and Management: An International Journal, vol. 6 no. 1
Type: Research Article
ISSN: 2042-678X

Keywords

1 – 10 of over 8000