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A Market Segmentation of Festival Visitors: Umbria Jazz Festival in Italy

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This study examines and profiles the existing market(s) of Umbria Jazz festival visitors in Italy. By using a priori market segmentation, segments are characterized based on differentiating motivations, demographic, and event behavior characteristics. The study concludes with appropriate marketing implications. It is hoped that the information generated from this study would complement and enhance the economic impact and general visitor data base that were generated by the Chamber of Commerce of Perugia for Umbria Jazz Festival.
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Keywords: DEMOGRAPHIC CHARACTERISTICS; MARKET SEGMENTATION; UMBRIA JAZZ FESTIVAL

Document Type: Research Article

Publication date: December 1, 1995

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