Differences in Arts Festival Visitors Based on Level of Past Experience
Authors: Wooten, Marian H.; Norman, William C.
Source: Event Management, Volume 11, Number 3, 2008 , pp. 109-120(12)
Publisher: Cognizant Communication Corporation
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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: 10.3727/152599508784548820
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