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.
- Cultural events
- Repeat visitation
ASJC Scopus subject areas
- Tourism, Leisure and Hospitality Management