A platform for research: civil engineering, architecture and urbanism
A platform for research: civil engineering, architecture and urbanism
Segmentation of Local Agricultural Festivals for Collaborative Marketing
This study aims to explore the heterogeneity of local agricultural festival attendees by adopting a collaborative marketing approach which enables cross-retention of festival attendees among multiple local agricultural festivals. Using the data collected from the on-site survey at three local agricultural festivals, this study conducted the cluster analysis. Findings indicate the viability of variety seeking and festival loyalty as segmentation criteria involving multiple local agricultural festivals together and suggested four clusters, Multi festival goers, One festival goers, Other festival goers, and No returners. Each cluster demonstrates discrete behavioral and geographic characteristics about their local agricultural festival experience.
Segmentation of Local Agricultural Festivals for Collaborative Marketing
This study aims to explore the heterogeneity of local agricultural festival attendees by adopting a collaborative marketing approach which enables cross-retention of festival attendees among multiple local agricultural festivals. Using the data collected from the on-site survey at three local agricultural festivals, this study conducted the cluster analysis. Findings indicate the viability of variety seeking and festival loyalty as segmentation criteria involving multiple local agricultural festivals together and suggested four clusters, Multi festival goers, One festival goers, Other festival goers, and No returners. Each cluster demonstrates discrete behavioral and geographic characteristics about their local agricultural festival experience.
Segmentation of Local Agricultural Festivals for Collaborative Marketing
Choo, Hyungsuk (author)
2024-11-24
Events and Tourism Review; Vol. 7 No. 1 (2024): ETR ; 2577-056X
Article (Journal)
Electronic Resource
English
Urban Festivals and Local Social Space
| Taylor & Francis Verlag | 2014
Urban Festivals and Local Social Space
| Online Contents | 2014