ANALYZING ALBERTA FESTIVAL CONSUMERS

Authors: GRANT D.B.¹; PALIWODA S.J.²

Source: Event Management, Volume 7, Number 1, 2001 , pp. 67-77(11)

Publisher: Cognizant Communication Corporation

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Abstract:

This research note provides an analysis of Alberta arts festival survey data. The analysis was undertaken to assist festival organizers and marketers to better understand their consumers and so improve their marketing. Data pertaining to the province of Alberta were drawn from a national survey database. The collection and coding of the original data were not complete, and deep statistical analysis was not possible. Only descriptive analyses were generated. However, some trends and findings were consistent with an earlier analysis of all Alberta arts consumers and appeared to be supported by some of the extant literature.

Keywords: Consumer profiles Festival consumers Marketing str

Language: English

Document Type: Short communication

Affiliations: 1: *Department of Business Studies, The University of Edinburgh 2: †Birmingham Business School, The University of Birmingham

Publication date: 2001-01-01

More about this publication?

Event Management, an International Journal, intends to meet the research and analytic needs of a rapidly growing profession focused on events. This field has developed in size and impact globally to become a major business with numerous dedicated facilities, and a large-scale generator of tourism. The field encompasses meetings, conventions, festivals, expositions, sport and other special events. Event management is also of considerable importance to government agencies and not-for-profit organizations in a pursuit of a variety of goals, including fund-raising, the fostering of causes, and community development.