Assessing the viability of repeat visitors to cultural events: Evidence from the zora! Festival

Amir Shani, Manuel Antonio Rivera, Tadayuki Hara

Research output: Contribution to journalArticlepeer-review

32 Scopus citations

Abstract

This study examines the value of repeat visitors to a cultural festival in terms of expenditures, behavioral intentions, length of stay, and visitation patterns. This analysis is based on an intercept survey that yielded a sample of 1110 visitors. The results confirm the greater viability of repeat visitors over first-timers in all of the aspects that were investigated, as well as identifying and distinguishing the profiles and festival-related characteristics for the two segments. This article discusses the findings and their implications for festival management and emphasizes the relevance in conducting similar marketing studies for cultural events.

Original languageEnglish
Pages (from-to)89-104
Number of pages16
JournalJournal of Convention and Event Tourism
Volume10
Issue number2
DOIs
StatePublished - 1 Apr 2009

Keywords

  • Cultural events
  • Expenditures
  • Repeat visitation

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

Fingerprint

Dive into the research topics of 'Assessing the viability of repeat visitors to cultural events: Evidence from the zora! Festival'. Together they form a unique fingerprint.

Cite this