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Dance as a Tourism Activity: Demographics, Demand Characteristics, Motivation, and Segmentation

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With the increased popularity of ballroom dance as a recreational activity in the US, there is a need to explore the different aspects associated with the participation in social and competitive dance events. This preliminary study examined the demographics, dance community involvement, travel-related activities, and the most important demand characteristics of the ballroom dance event market. By employing factor-cluster analysis, six motivation dimensions for social dance participation were identified: Escape & Relaxation, Socialization, Novelty, Dance Learning, (Dance) Event Enjoyment, and Excitement. Three cluster groups were identified based on the dance event motivation dimensions: Multipurpose Dancers, Dance Learning and Enjoyment Seekers, and Socialization and Relaxation Seekers. It is hoped that the results of the study will contribute to the better understanding of the dance event market and be helpful to those who organize and host dance events.


Document Type: Research Article


Publication date: September 1, 2005

More about this publication?
  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.

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