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Who Buys the Amsterdam Dance Event?

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The purpose of the research was to examine the profile of the national Amsterdam Dance Event (ADE) visitor. It explored the demographic profile, the buying behavior, the communication activity, and the motivators behind visiting ADE. A quantitative methodology was employed using a convenience sampling method. The research applied an online survey and research literature methodology. Dutch ADE visitors received an active link to the online survey. It was designed in https://surveyplanet. com and distributed via Facebook. The researchers set a 95% confidence level and a margin of error of 10%. Thus, the sample size was calculated as 96 respondents out of 285,000 Dutch ADE visitors for 2016. A total number of 104 (male n = 53, female n = 51) fully completed surveys were returned. Overall, the profile of the ADE visitors of ADE were young people (aged 22–29), predominantly single or in a relationship who attended ADE more than once. They were active communicators on social media before, during, and after the ADE. The ADE visitors' main reasons to attend the festival were the opportunities to experience electronic music in the company of friends, to meet like-minded people, and express themselves. They were primarily students or working people with a medium level of disposable income. They were price sensitive both on tickets and on-site spending. The primary limitation researchers faced was the lack of funding. It affected the research strategy, access to up-to-date industry reports, and the representativeness of the research. However, the study is the first to try to explore the buyer person of the Amsterdam Dance Event.
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Keywords: AMSTERDAM DANCE EVENT; ELECTRONIC DANCE MUSIC (EDM) BUYER PERSONA; MUSIC FESTIVAL; PLANNED EVENTS

Document Type: Research Article

Publication date: December 6, 2019

This article was made available online on June 6, 2019 as a Fast Track article with title: "WHO BUYS THE AMSTERDAM DANCE EVENT?".

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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