Authors: Wooten, Marian H.; Norman, William C.

Source: Event Management, Volume 11, Number 3, 2008 , pp. 109-120(12)

Publisher: Cognizant Communication Corporation

Abstract:

This study examined differences in visitors to the Kentuck Festival of the Arts based on past experience (i.e., number of past visits) at the festival. Two groups of visitors were identified: First-Timers (who visited for the first time in 2005) and Repeaters (who had visited multiple times, including 2005). Visitors were compared based on demographic characteristics, travel characteristics, motivations for attendance, and perceived authenticity or uniqueness of festival products. Visitor groups did not differ with respect to demographics (except sex), but they did differ based on travel characteristics, with First-Timers taking the longest trips to attend. As indicated in past studies, analysis of motivations revealed that socialization was found to be more important to visitors with past experience than first-time visitors. Perceptions of product uniqueness did not differ significantly between First-Timers and Repeaters; however, both First-Timers and Repeaters did feel that festival products could not be obtained in certain retail venues, indicating they were conscious of some level of product uniqueness. Thus, findings indicated that both social opportunities and unique products could be employed as marketing tools.

Keywords: VISITOR DIFFERENCES; PAST EXPERIENCE; ARTS FESTIVAL; MARKETING TOOLS

Document Type: Research article

DOI: http://dx.doi.org/10.3727/152599508784548820

Publication date: 2008-05-01

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.

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